Video: How to Increase Traffic & Boost Sales Techniques


Everybody does content marketing, but only a few people succeed.

To successfully boost your website's visitors, your SEO and increase sales, content marketing should be done the right way.

In this video, you are going to learn how Content Marketing is done right. The author is focusing on 3 key areas: conversion, reach, and analytics.
  1. Conversion: is when the user does something favorable to us on the page: Purchasing, subscribing... etc. 
  2. Reach: Get people to see our post. 
  3. Analytics: Tracking how the website is performing.


So I'm gonna be talking about content marketing which interestingly enough this slide is pretty much the only one we're gonna see WordPress in the next 25 minutes. But content marketing is fundamental to what we're doing in WordPress, content marketing is one of the ways from which we can actually achieve some pretty brilliant marketing and use WordPress to power it.

So my guess is more than half of you are gonna be engaged in content marketing in one way or another. How many of you blog even once?

That's pretty much the majority of the room in here so great it almost everyone in here is doing content marketing already, perfect

But there are a lot of things that you could do to do it better and there are a few simple things you could really do to make it infinitely better and that's what I'm gonna focus on today.

About the Author

Before I get into that Who am I then?

My name is Eric Bernskiold and I'm a digital strategist consultant speaker economist and businessman.

What I do on a daily basis is I'm a digital strategist which means I work with businesses to help bring their entire digital portfolio together whether it be business strategy whether it's building a website that fulfilled some interesting business use, coupling together systems with integrations or creating beautiful design, and I do that as managing director of Bernskiold media.

And we're a global full-service boutique digital agency and basically that's what we do all day so whether it's business strategy, website building, integration building or anything you can think about. That's what we do

And interestingly enough of course we also do our content marketing.

What is Content Marketing Done Right?

Well you see what's interesting about content marketing is everyone can do it, almost everyone can do content marketing and almost everyone is doing content marketing as well, but how many of you are seeing great results from all of your posts that you published or are you just publishing?

There are actually over 3 million blog posts that are published every single day.

Can you believe that number? over three million and this is a bit of an unsure margin because we can count part of the stat comes from which are seeing close to two million posts published every day, two million just on Then we got .org we've got all the other content that's being published

So when you post your fantastic beautifully crafted article, you're competing with 1 million nine hundred ninety nine thousand nine hundred ninety nine other posts that day were even two million nine hundred ninety nine thousand nine hundred ninety-nine posts. How does that make you feel excited, scary?

So of course we want to do this right and we want to use the tricks we have to do it even better.

Starting is Easy...

Starting to blog is really really easy it's easy for us to get started and you might argue with me saying oh well coming up with a topic that's that's pretty tricky. I can sit down and I think I'm gonna do great blog post today and then you sit down start writing is like writer's block, I can't think of a title, I can't think of anything to write...

...Nailing it is Hard!

That's really not the tricky part, the tricky part is actually nailing it.

It's easy to publish a post but it's really tricky to make it effective. How many of you who said raised your hands - I'm blogging or I've published a blog post can also answer to the fact that I quit blogging? I didn't have the time it didn't, you know, didn't feel good after a while? Right, how many restarted again? How many quit again? Restarted again? I'm seeing people waving at me so yes.

So the thing here is, it's really easy to get started but it's really really difficult to follow through. And how many if you quit because you didn't see the results you wanted from your blog posts?

It can be tricky to gain that following how to gain the actual marketing efforts and the statistics and success that you need for this to really be excellent and good and that's why content marketing sometimes gets a bit of a bad rep.

So fundamentally content marketing is about actually persuading people to buy via a content.

So we all know that salesman calls us up on the phone and says "hey I'd like you to, you know, this is our company please listen to me while I pitch us right, and all we do is say oh not again you just hang up the phone

So of course content marketing has come along and well if we publish a lot of great articles and we do show that ew're experts in the field that we're doing then of course at the end of the day people are gonna think that we're the excellent party and they're gonna buy from us.

But you know what's missing in that equation, it's perfect, it's a perfect world, but we actually have to get through the noise, the other two million nine hundred ninety nine thousand nine hundred nine nine post that day to actually be seen constantly and frequently and that's really tricky.

I'm gonna focus on three key areas and that's because we don't have a lot of time today. So I'm gonna focus on three key areas its conversion is reaching its analytics.

I'm gonna talk to you and explain a couple of points in each of these areas that can really really help you that people are most fundamentally missing.

So let's start out by conversion.

1. Conversion

Conversion is basically defined, it's something when user does something on the page that's favorable to us that's a conversion.

This can be purchasing something at least signing up for our email newsletter, it might even be submitting a contact form becoming a lead to our business, it could even be as simple as clicking a button somewhere that leads us to a page where they read something that could be a conversion. It's really broadly defined.

And of course conversion is why we're doing this. If people don't convert as we say then why are we publishing the content? Sure it's nice to write, sure it's nice that people read what we have to say but at the end of the day we actually want people to do something.

And the creating engagement part is I think the crucial aspect to conversion, we need to create an engagement with the readers. They need to feel involved in what we're writing and they need to feel that we're really including them in the process and the best way to do that is clear copywriting.

Clear Copywriting

Now you might wonder why isn't copywriting a whole area itself because it's called content marketing copywriting must be the important part.

Well it is a part and it's it's the bareness sitting when you post and publish blog posts. If you don't have clear copywriting if it isn't easy to read then everything falls apart.

You might think, well I'm not a great writer, so shouldn't I do content marketing then?

Well, yes you should absolutely do content marketing. It's not about writing the next great pros of the world, it's not winning the Nobel Prize in Literature but it's about writing in a clear language.

For writing in English make sure it is good English. No spelling mistakes, no grammar mistakes.

Now this might be something you take for granted but you often see these mediocre articles being passed off where just a simple editorial process would have saved them a lot of agony and would have helped the results much better, because if I have an article with someone or a majority of people judge is not being qualitative enough, it's not of a good quality as it should be then that's gonna reflect on me, my personal brand and the business brand as well, and who wants that effort of actually writing an article to be hindered by the quality of the writing itself.

Learn to Love Headings and Headlines

And the other thing is of course learn to love your headings and headlines. It's really important, we scan on the web today there's no surprise that we scan on the web today and our headings and headlines on the pages enables the reader to actually understand what we're saying.

You could probably skip half of the article for most people who are just gonna summarize and structurally read to see if you have something interesting to say and then maybe if you do have something interesting to say they're gonna go into it.

Point to Other Articles

Now something I'd say a majority of people when they design blogs and they design news portals and they design content that's going to be published on a regular schedule, it is missing to point to other articles.

Now if I don't point to other articles how do I expect someone to be able to find my posts right? it can't be done.

So if I've gone through all the difficulties and problems to find a reader who's interested in my post aren't the chances pretty high that this reader interested in other things I have to say as well? I think So

The point to other articles, use internal linking, now someone in the SEO industry might might put up their hands now and say well too much internal link might be bad for SEO.

Screw SEO right now this is not for SEO purposes, this is for visitors and that's why we do it if we have keywords and vital words and phrases that are linked to other relevant pages on our site whether it be pages, blog posts, whatever, that's going to create added value for the visitor and we're gonna engage them longer, they're gonna stay on our site longer, they're gonna trust us more and be more compelled by our services and that is really where the key to content marketing is, it's not something we do with one article.

So calls to our actions for articles is absolutely necessary and should definitely not be forgotten, but what should also not be forgotten of course is call to actions for businesses as well.

What do I mean by a call to action for businesses? Well a call to action of course is going somewhere doing something and if I said have them to other articles, well why shouldn't we have them for business as well? So if I'm selling something intertwine in the blog post, added at the end, add in the side whatever your layout permits but we should make it easy for that user to go through and purchase or become a lead or whatever our conversion goal is.

Remember all we're using these articles for is trying to persuade the potential customer and the visitor to trust us enough to buy from us.

So part one is why should we make it difficult for him or her to become interested in our company that is point to other articles so that they can start trusting us? And the second part of course is when they're ready to become a customer why shouldn't they be easily able to become a customer? Place calls to actions everywhere and use them often especially in your posts don't forget it.

2. Reach

So the second part here is about reach, now conversion it's brilliant and if you don't get the conversion right you're basically not going to be able to do all of these things anyway because it is gonna be useless but if we don't have reach we're not gonna get any people visiting our posts and see our posts and if we don't have people see our posts of course we're not gonna get in any conversions anyway.

So it's a bit of a moment 22 here it's difficult, but when it comes to reach we could talk for hours on this topic as well but unfortunately I don't have hours for this today.

Remember your titles and remember the idea of longtail keywords in SEO, now for those of you who are a bit unsure of what longtail keywords are, it's basically a longer search phrase you can say pretty much any search phrase starting with how do I do X Y C, that's going to be a pretty long tail search, it's not that simple one keyword but is it multiple keywords in line.

Use these because that's where you're at the end of the day gonna get the majority of your traffic to your articles, it's gonna be really easy to get up there in search engines for these phrases if you just remember to do a little bit of research before you phrase that title so you can be sure that the title actually matches with the keywords that people are searching for.

And here's the kicker. How many of you publish a blog post and then leave it, never to revisit it again how many have done that?

Maximizing Old Content

Right it's easy to publish something as I said, it'is difficult to maximize it.

Now what about your one year old article? A longtail keywords and how to use them? Is that still relevant today? Absolutely is.

So why aren't we pushing it today? right it's an interesting question because we fail almost always to maximize the old content that we have in our archives unless you're a news organization posting timely timely articles. This is really critical that you do and you can do that through a number of methods.

For reposting on social media you could use either of these tools for example CoSchedule which is a content schedule, a separate third-party app that lets you post to Facebook, Twitter, wherever, keep track of your blog posts but it also lets you automatically fill up your social cues with archived content.

Meet Edgar doing pretty much the same in a slightly different way, but there are two tools to help you automatically reuse all of the post archives that you have so that you can actually continue to share and promote the content that you've written.

You can make that content work for you in more ways than just ranking somewhere in an SEO keyword. And that's of course really vital and critical.

Now just keep in mind that you do might have some timely content. So don't do what I did put all your content in here without looking almost twice and then be surprised when now at the end of 2016 the article web design trends that are coming up in 2016 gets published.

You know you actually have to look through your archives and find those one or two timely posts that may not be interesting two years from now, which you could get there is however a Content idea maybe it's time to do that follow-up actually.

3. Analytics

Now the final part and the interesting part here is about analytics and that is also really important because what we have is we have the possibility today to actually be able to track everything that we're doing and that's really exciting. We've been saying this for years of course but we're still not taking full advantage of it.

How many of you are in Google Analytics every single week tracking how your blogs and blog post, your content, your website is performing?

Maybe three or four people as far as I can see in this room are saying they track it that often.

So why aren't you, well it takes time, we simply don't build that routine.

Now there are three metrics that I think you should focus on to really create the engagement for your content and really have it work for you. The first one is traffic sources, second content success and the third campaign success.

We're gonna be tracking each three

1. Traffic Sources

So the first one, traffic sources essentially is all about what medium is working for us.

Is it Facebook referring to us? Twitter or another website ? We need to track and see where, from which source is our traffic come from

2. Content Success

The second is of course which content is doing well? Is the post about web design trends 2016 doing really well? Is the post about API is doing really poorly? You know, evaluate the topics that seem to get you the most traffic and once you know that you can craft your way into some sort of editorial schedule and calendar and be a bit wiser to what your publishing is that of randomly figuring out topics.

3. Campaigh Success

And then of course the third one, campaign success.

The important part here is to see what method of getting your traffic is working, be it my campaign of reposting my old content is working really well for me because that's driving a lot of traffic or do you want to be able to evaluate.

I'm saying you should repost your old content then maybe you figure out well that actually worked really really well and I have the stats to back it up.

But since this is partly what works for you works for your specific use case, tracking it is of course vital to your content marketing success.

So the more you track the better off you'll gonna be and we do this using campaign tracking and we use campaign tracking and Google Analytics and this is where I've had the example from and in Google Analytics we use UTM tags where we specify simply in clear claim, clear text, plain text what's going to show up in Google Analytics for campaigns for sources for traffic.

Now most of us don't use this when we're sharing content, we really should be building that into our routines because that is what allows us to track these three parts that I've been talking about so far.

Lean Analytics

So what I'm gonna leave you within analytics is the lean analytics model.

If you're interested, there are great many books on the subject, one titled [this exact phrase lean analytics] which I invite you to read it's about startup, but it's highly relevant for every type of analytics scenario.

And this is sort of the lean analytics model which we're going to just adapt to your website use.

So we've started 12 o'clock we have an idea which we in essence build. i.e. we try it we write a post, we get a result, we get a product, we get an article, whatever we get, and we then measure the performance of that, we measure to see how our ideas performing.

And then we get data from that, we learn from that, and we get another idea which we build, which turns into a product, which we master, and the quicker we can spin this around, the quicker we can spin this lean analytics cycle and model around, the better we're going to be performing and the quicker we can spin this around relative to our competitors, the greater of an advantage we're gonna get in relation to them.

So this is why it's really critical to adapt this mindset, it's not just about analyzing our posts they go into Google Analytics once every week, it's about actually doing something with the data, continuing this circle and doing it as quickly as possible.

So we've been talking about these three key areas. Now there's a lot more to say about conversion, about how to optimize content pages for conversion, for read, for an analytics but I think these items that I've been talking to you today about, they really represent some key areas that people aren't really doing right now, i.e. forgetting about their content and not actually fully immersing themselves in strategy for content marketing when they're saying "oh we're gonna do content marketing, we're gonna publish a post every week" and that's about it. For me, we're gonna post it to our Facebook schedule page as well or maybe Twitter as well right.

That is content marketing, but take these other strategies and actually focus on these three key areas and you can actually have those posts performing and working much better for you.

So that's what I believe is definitely going to lead you more to content marketing success if you do it, so spend some time in your conversion, spend some time on the reach get the SEO optimize and then of course follow up with analytics and continue to be improving.

Now if you'd like to read more about these things or other topics revolving digital strategy, feel free to check out I write every week "hey content marketing didn't I tell you", it can also be done from a stage at a conference about this at the Berskiod media academy at the link right there.

So with that, thank you very much for coming to the session here today to to WordCamp. I hope you are gonna have a really great day, now after me here in the stage who's gonna be in about nine minutes awesome to get a little extra time to stretch your legs right. That is gonna be, if you're interested in WordPress for big media you're gonna want to remain in this room but if you feel that advanced techniques for testing updating WordPress quorum plugins it's really more your thing you're gonna want to head over to the bar area and that's all going to be starting in seven ish minutes.

So with that, thank you very much for for coming here today, if you have any questions I'm gonna be around during the day, so just grab me and say hey I want to talk about something and enjoy the rest of the day thank you

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