You've read about it in marketing blogs and your SEO team has told you too: do more content, get more search traffic.
Yet paying for Ad Words seems simpler and phrases like "discovery through content" sound vague. So much so that when pitching content to clients, we even warn them about the following slide in our deck. There's a danger of it all sounding buzz wordy.
What does "visibility, discovery and traffic" even mean?
Check the following screen grabs from a client's Google Analytics account. The first is from their original website and the other is from their content marketing hub. Both are showing the same six-week period of little-to-no new publishing on either site.
Here's the main channel - their website:
Here's the branded content hub during the same six weeks:
What do you see?
- 1,539% more traffic to the content hub, and a consistent flow
- 4,654 unique visitors to the content, 80% of which are new
- 56% of content hub traffic is from organic search and the rest from social media (find this in acquisitions on Google Analytics)
- Users are spending almost double the time reading the branded content articles than content on the main site
This is a good example of what visibility, discovery and traffic looks like. It's clear that owning original and relevant content can get your brand discovered through search engines daily.
Note, the content hub does has a larger bounce rate than the main website. This means people are leaving without reading more than one page. At this point, optimisation work should be done to keep people clicking through the content hub and converting / taking action, rather than leaving back to Google or their social media timeline.