Before we close this chapter, let’s review our 10 most visited marketing articles published, or widely updated and republished, in 2020, including lessons learned that you can apply to your own content marketing strategy.
No surprises here, but our # 1 most popular post of 2020 is an update to an evergreen post on building webinars. In mid-March, as the world moved on to everything distant, I dug up this post and restarted it, with new tips, images, and other details. He went from being a good performer to being the most popular post of the year.
Key lesson: Updating and reusing old content can give your website a bigger boost than posting a brand new article.
At the onset of the pandemic, I was hesitant to cover COVID-19 on the blog as we are not a news site (neither ever), and most of our content focuses on a marketing strategy that tends to be persistent. I didn’t want to be stuck with an overabundance of outdated content.
But once it became clear that the coronavirus was the new normal, I posted this post from contributor Ann Smarty, and it was a huge success in terms of organic traffic, becoming our most popular content directly mentioning the pandemic.
Key lesson: As the world changes, your content strategy must also evolve. Covering hot topics can also lead to high organic traffic.
Jay started writing these podcast statistics articles based on research reports in 2015. Every year, as new reports are released, he writes a new version of the article.
This year I tested by leaving the 2019 version live after the 2020 version was released. I wanted to see if both articles would rank organically for « podcast stats » as the 2019 stats are still interesting to some people. . I monitored the results for about 4 months, and the 2020 version never made it past the 2019 version in the SERPs, so I eventually set up a 301 redirect and as of today this article is the # 3 position for « podcast stats » (this is changing all the time).
Key lesson: Rewriting content on an annual basis can generate a constant flow of organic traffic.
Here’s another great example of how updating and reposting content can improve your rankings and breathe new life into your content.
This article, originally written by Nathan Ellering in 2015, received decent organic traffic and ranked around # 10 for « content ideas » and related phrases. But it was sadly dated (he mentioned Google Plus) and it wasn’t a good first impression of the Convince & Convert brand.
I asked Anna Hrach, C&C strategist and amazing content, if she could update and add a new twist. She narrowed it down to 101 ideas (there were 105 originally) and added some fresh new examples. I made Anna a co-author, and organic traffic increased dramatically. The post also performed well in our weekly newsletter, with the highest number of clicks of all of 2020.
Key lesson: Make sure your existing content provides a good first impression. If your content is classified but out of date, it’s time to refresh it.
Once it became clear that COVID-19 was not going to end anytime soon, our fearless leader Jay Baer immediately jumped into action and assembled a social media group discussion webinar during coronavirus with C&C social media strategists Zontee Hou and Lauren Teague.
Not only did this webinar generate over 1,500 registrations and exceed our Zoom webinar limit, it was also a great starting point for written content. Shortly after the webinar, Jay transformed the same content from the webinar into this blog post, becoming our 5th most visited new post of the year.
Key lesson: The fastest way to create new written content is to turn your video or webinar content into written material. We call it content atomization, and it’s obvious.
The first pandemic-related content Jay created was a page on his talking website, 7 success factors for virtual events. I knew this would be interesting for our Convince and Convert audience, so after our article on “How to Create a Webinar” reposted, I did some keyword research, updated and posted an updated version of it. blog post on March 23. It ranks well and still receives considerable traffic. He also featured in our weekly newsletter.
Key lesson: You don’t have to always reinvent the wheel. Updating existing content for different audiences can help you get quick wins.
Before COVID-19 was a thing, contributor Brandon Anderson offered me this article based on research he did in his company’s content tool, Ceramics. Granted, the subject of « marketing tactics » didn’t interest me at the time, but he was convinced it would work well, and he was right!
He used Certalytics to find a topic that people were looking for but there wasn’t a lot of content he was on, and it worked.
Key lesson: Make sure your content creation is supported by keyword research.
This is the post that inspired the webinar that inspired Jay’s post on social media changes in the coronavirus era (phew). Posted on March 18, Lauren Teague wrote this based on advice she gave her clients on what to do in mid-March.
Key lesson: Write down what you know. Talk about what’s going on in your business. While it is relevant to your current customers, it will also be relevant to your prospects and future customers.
People love data. They like the facts. And they love statistics. If you are in martech content marketing, you know there is a huge competition for who can own all the marketing related statistics research. And this post has some.
Key lesson: Take research from another company and add your own spin and angle. They’ll love the publicity and you’ll love how easier it is than creating a report from scratch.
The one thing marketers love more than statistics are examples. We’ve created this article to showcase our clients’ work and other work we love. It ranks number 2 for ‘Best Examples of Content Marketing’, and I think it would have been higher on the list if we had published it earlier in the year (we published this article in October) .
We also turned it into a nifty PDF download.
Key lesson: Everyone loves examples (not just marketers) and they are a great way to showcase your partners and customers.
Our site has been around forever (in the digital marketing years), so a significant portion of our organic traffic comes from content that is 1-10 years old. But this article focuses on new and reposted content that happened in 2020.