Guess what is the second most popular page on our website, with our homepage being #1?
It’s an article on how to save and edit Facebook Live videos (which also works for normal ones, too).
It generates almost 40 visits a day from Google searches and has been doing so for the last year:
We should be looking at what page on our website gets the most traffic and allocate effort in the same proportion.
In other words, follow Top N in our content marketing efforts.
As part of our Power Hour or client onboarding, performed by our VAs, we should look in the Google Analytics of each client and list the top content pages (see screenshot above) in our audit, placed in the Success Tracker or whatever initial client document.
This way, by seeing what’s winning already on search, we can confidently see what they should be amplifying on social (and if they are already doing so).
See how this can be a manual step VAs can perform after getting access?
Eventually we can automate, but first we must get the procedure down, including the explanatory videos based on various scenarios we find.
For example, when we have a winner in organic search, we want to keep tuning the article.
We want to update it for the latest news, add more examples, link to related articles we’ve published since then, mention the related course, etc.
Amplification, whether adding budget to paid campaigns or getting more traffic and conversion on organic, is the same principle.
What’s your best piece of content that you’ve discovered?
About the Author
Dennis Yu is the Chief Executive Officer of BlitzMetrics, a digital marketing company that partners with schools to train young adults. Dennis’s program centers around mentorship, helping students grow their expertise to manage social campaigns for enterprise clients like the Golden State Warriors, Nike, and Rosetta Stone.
He’s an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries, spanning 5 continents, including keynotes at L2E, Gultaggen, and Marketo Summit. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, CNN, Fox News, and CBS Evening News.
He’s a regular contributor for Adweek’s SocialTimes column and has published in Social Media Examiner, Social Media Club, Tweak Your Biz, B2C, Social Fresh, and Heyo. He held leadership positions at Yahoo! and American Airlines and studied Finance and Economics at Southern Methodist University as well as the London School of Economics. He ran collegiate cross-country at SMU and has competed in over 20 marathons including a 70-mile ultramarathon.
Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you.
You can contact him at email@example.com