The term “Growth Hacking” is tossed around the marketing arena as frequently as the words “evergreen” and “holistic”.
In most cases when hacking is used in context to SEO and conversation (even blogging), there is little original thought thought backing the spew of language these terms are marinating in.
In order to successfully run growth hacking strategies through content, you need to actually experiment with clearly defined goals.
What is Growth Hacking?
Let’s be absolutely clear. Growth hacking is a stealthy experimentation process across marketing funnels, sales segments, product development and any other areas of business that can lead to identifying measurable growth.
Growth hackers care about content because it is core to any business growth strategy.
Today’s Google partner growth-driven digital marketing agencies have entire teams with an experienced project manager dedicated to ensuring all types of content are aligned, across various marketing strategies, to achieve the client’s growth goals and hit their high revenue targets.
Here are four content-focused micro growth-hacking strategies used by the best digital marketing agencies when executing Growth Stacks for their clients.
1. Repurpose Old Blogs to Achieve New Goals
It is very common to see new goals emerge for growing businesses as they hit milestone targets. As organizations expand their reach, so too does the opportunity for reaching consumer groups that had previously been missed.
One cost-saving way to target these niche audiences is by taking older blogs and repurposing them to touch today’s new audiences.
The first thing to do is determine which blogs are prime candidates to be recycled into something that offers more value. Check Google Analytics to discover the top performing blog posts, then dive a bit deeper and look at the metrics per blog posts.
Pay special attention to bounce rate, session duration and conversions (if applicable).
You will also want to use a tool (there are many out there) to check out which keywords and search terms your existing content helps you rank for, and create a plan of attack for incorporating these into your recycled blog content.
2. Use a Blog Structure that Your Buyers and Google Love
Your blog structure needs to give Google a seamless crawling experience, while allowing human readers to find the exact type of information they are searching for. The cluster model using a pillar page is an ideal way to both boost rankings and increase conversions.
A cluster model calls for a set of blogs that all speak to a single buyer persona, yet each has its own topic, solves a common problem, and addresses an audience in a particular buyer’s stage.
Then each blog will internally link to another blog within that same cluster that has similar content about a similar topic. For example, one blog could be titled, ‘6 Tips for Setting up the Perfect Home Brewing System in Your Garage’, and it could link to another blog titled ‘How To Outfit Your Garage for Home Brewing’.
Once each blog is linking to another within their shared cluster, you will also want to link out to your pillar page. In most cases, this si the home page or a primary product page.
Repurposing blog content so it is targeting specific audience members with information they care about and that will help nurture them into making a purchasing decision will send out the right signals to improve rankings, and lead to more sales.
To learn more about “How to Create an Effective Topic Cluster and Pillar Page” here you can watch a very informative video shared by HubSpot Academy:
3. Rework Your Web Page Content Using “SEO Power Pages”
Another great hack is to create “SEO power pages”; massive, long form web pages that speak specifically to a buyer persona exploring all their common challenges. These SEO power pages delve deep into how your product can make your customer’s life easier by meeting a common need (expressed in search behavior) with the best solution.
These SEO monster pages also serve as a catalyst to ranking your page for your top search terms and keywords.
The best growth marketing agencies have been using long form page strategies within a much bigger SEO approach for improving ranking and conversion optimization with much success. In fact, this free guide on the modern approach to SEO borrows some of the strategies commonly found in inbound marketing campaigns, and appropriates them to fit an aggressive organic strategy.
Just make sure to add a CTA to your SEO power page that directs buyers to goal-conversion purposed pages that either achieve lead conversion, or garner sales. ALso, these pages don’t need to live in your main navigation.
Follow these tips, and you can easily expect to see great improvements in ranking, user engagement, and sales.
4. Optimize Top Web Pages, Link them to Blog Cluster Models
This can be a sensitive, tricky task. If you are already ranking well for current key phrases, and your site is seeing a healthy flow in traffic yet there is a need to further optimize web page content for other nice audiences, you will need to proceed with much trepidation.
In some cases you can write a cluster of blogs that all share the same context relative to the buyers you are trying to attract, and link to the desired web page thus making it a pillar page.
This is a process that won’t produce results overnight, yet one that works. However, if you decide to add more content to your main pages to draw specific buyers (and your rankings are already respectful), try adding a paragraph of roughly 250-300 words speaking to the target buyer persona using the right keywords (your main one existing in a H2 above the newly added paragraph), and link to the product or service page it serves.
The Foundation to Content-Based Growth Hacking Resides in Knowing Your Buyers
Ranking the right content, for the right segments of your consume audience, means you need to stop making assumptions about your buyers and truly understand how they consume information when making a purchasing decision. Otherwise your strategy for attracting and converting people is on par with a blindfolded half-court shot.
An architect isn’t going to blindly build a structure without first drafting up a blueprint founded on the understanding of how support beams and other load-bearing components work to sustain the construction of a healthy, growing dwelling. Your approach to business growth through SEO and content should be no different.
Know what motivates your customers; learn their pain points and then you can rank content that will support them, and nurture them until they are ready to make a purchase.