Traffic is a low-impact word for most people, but a high-impact word for marketers. Traffic can ultimately dictate success, whether it’s the number of leads that come to your website, visit your social channels, or watch videos.
You can have two different types of traffic: organic and non-organic, which can come from all sides: email, social media, organic searches, links – the list goes on.
Generating non-organic traffic can be a little harder, so when you create inorganic content, you want to make sure that it delivers results. But it’s easier said than done when you need to find out what’s right for your business. In this post, hear from HubSpot content strategists and marketers about the types of content that inspire you to generate the least organic traffic.
According to content strategists, there are 4 types of content that receive inorganic traffic
Pam Bump, HubSpot’s head of blog audience growth and employee writer, says she often sees strong inorganic traffic from email and social media to blog posts that contain statistics or recent industry data. Bump says, “People love to share, link to, or read new information that affects their career, industry, or life in some way.
The data-driven content you share may be related to general industry trends, statistical summary posts (like this)and data comparison pieces like this about Millennials vs. General Z, Bump wrote himself.
If you have the opportunity, you should consider conducting internal tests and publishing your raw data. This will help you direct referrals and backlinks from other websites as inorganic sales leads and create your domain credentials. When HubSpot does this, Bump says, “A trusted website can contain our data and say ‘according to Hubspot’ and link to our original data post because it simply has information that readers can’t get elsewhere.”
Content with quotes and interviews
In the same way with data-driven content, people want to learn something from what you have to offer, especially if they learn it from experienced managers and professionals in the field.
Bump gives the piece a title According to 21 experts, there will be marketing trends in 2021, for example. It was written by Christina Mautz of MOZ CMO and she added quotes from industry leaders. The piece was distributed on HubSpot’s social channels and emails and has since received a significant number of views from inorganic sources in just three months.
When creating such content, industry leaders mentioned in the piece can share posts with their audiences, helping you gain brand awareness and traffic from additional sources. Francesca McCaffrey, Technical Content Strategies, notes that management-type content generates significant inorganic traffic for HubSpot’s product blog, especially when shared on social media. He says, “Management ideas are also an important source of organic traffic for us because they tend to inspire a lot of comments and clicks on websites like LinkedIn.”
Trying to work wonders in attracting email, social media and referral traffic to create content related to emerging industries.
Bump wrote a post Clubhouse, a relatively new social platform that was not yet associated with high MSV search terms. Bump added headlines to the content that would grab engagement as the app grows larger, such as “What is a clubhouse?” Since its publication, the post has earned an impressive amount of inorganic views and, as expected, has boosted organic traffic as the app grows in popularity.
Reflecting on emerging trends will help you keep up with new keywords that aren’t as competitive. If you are one of the only sources of keyword content, search engines will recognize you as a source of authority as the trend becomes more popular.
Technical Guides and How-Tos
McCaffrey says technical blogs and content type content for product blogs sent to reputable industry sites work especially well for inorganic traffic.
He gives this piece as an example presented to the prestigious cybersecurity publication Hacker News. McCaffrey says: “Opening the first or second page of a site like Hacker News can really increase inorganic traffic and turn into organic traffic over time. The piece reached the front page, leading thousands of viewers to this post during the day. “
Like works with quotes and interviews, this type of content works well because people can learn from it; they can take away practical skills to apply in their lives.
All in all, the content you create should be directly relevant to your business, because you’ll be most successful when you create content that your audience is already looking for.
However, you should consider deliberately creating content that you think can generate a significant amount of inorganic traffic. Use these HubSpot expert content strategy tips to get started content creation which drives traffic.