Traffic is a low-impact word for most people, but a high-impact word for marketers. Traffic can ultimately determine success no matter how many leads get to your website, visit your social channels, or watch your videos.
There are two different types of traffic, organic and inorganic, that can come from anywhere: email, social media, organic search, backlinks – the list goes on.
Inorganic traffic can be a little harder to come by. This is why when you create non-organic content, you want to make sure that it produces results. However, figuring out what works for your business is easier said than done. In this post from HubSpot content strategists and marketers, hear what types of content bring in the most inorganic traffic as inspiration for creating your own content.
4 types of content that content strategists say receive non-organic traffic
Pam Bump, audience growth marketing manager and contributor to HubSpot Blogs, says she often sees solid, non-organic traffic from email and social media to blog posts with stats or current industry metrics. Says Bump, “People love to share, link, or read new data that affects their careers, industries, or lives.
The data-driven content you share can be associated with broad industry trends, statistical summary posts (like this one), and data comparison posts like this on Millennials vs. Gen Z written by Bump himself.
If you have the resources, you should conduct in-house experiments and publish your own original data. This can help you use referrals and backlinks from other websites as non-organic leads and build your domain authority. When HubSpot does this, Bump says, “A credible website can have our data and say” According to Hubspot “and reference our original data post because it simply has information that readers cannot find anywhere else.”
Content with quotes and interviews
Similar to data-driven content, users want to learn something from what you have to offer, especially when they learn from seasoned industry leaders and professionals.
As an example, according to 21 experts, Bump gives a piece called Marketing Trends to Watch in 2021. It was written by MOZ CMO Christina Mautz and included quotes from respected industry leaders. The piece was shared on HubSpot social channels and emails, and has received a significant number of views from non-organic sources in just three months since then.
When you create content like this, the industry leaders you introduce in the article will be able to share the posts with their audiences to gain brand awareness and traffic from additional sources. Francesca McCaffrey, Tech Content Strategies, notes that leadership-type content generates significant inorganic traffic for the HubSpot product blog, especially when shared on social media. She says, “Leadership is also a significant source of non-organic traffic for us as it tends to inspire a lot of comments and clicks on network sites like LinkedIn.”
An effort to create content about emerging industry trends can do wonders when it comes to attracting email, social media, and referral traffic.
Bump wrote a post on Clubhouse, a relatively new social platform that didn’t yet have high MSV search terms associated with it. Bump added headlines to the content that would become more prominent as the app got bigger, such as: B. “What is a clubhouse?” Since launch, the post has had an impressive number of non-organic views and, as expected, has picked up organic traffic as the app continues to grow in popularity.
As you cover emerging trends, you’ll also stay on top of new keywords that aren’t as competitive. If you are one of the few sources creating content for the keywords, search engines will recognize you as a source of authority as the trend becomes more popular.
Technical guides and guides
According to McCaffrey, technical guides and how to enter content from the product blog posted to reputable industry websites are particularly good for non-organic traffic.
She cites this piece as an example presented to Hacker News, a reputable cybersecurity publication. McCaffrey says, “Getting to the first or second page of a website like Hacker News can really increase non-organic traffic and turn into organic traffic over time. The play made the front page and attracted thousands of viewers to this post in one day. “
Like pieces that include quotes and interviews, this type of content works well because people can learn from it. They can take actionable skills away to apply to their own lives.
All in all, the content you are creating should be directly related to your business because you will be most successful creating content that your audience is already looking for.
However, it is worth considering intentionally creating content that you know has the potential to generate a significant amount of non-organic traffic. Take advantage of these tips from seasoned HubSpot content strategists and create content that drives traffic.