Content Marketing the Vertical Measures Way – A Year in Review


Can you believe 2014 is almost at a close? As we take stock of the drastic changes in the SEO space over the past year we can’t help but review our own blog’s performance. From evergreen posts to well styled how-to’s, our blog content attracted the masses and we learned a lot about our content in 2014.

How has your own content performed this year? Taking a step back and looking at the prior year is a great exercise to conduct this time of year. As you look to the coming year’s editorial calendar, let your past help dictate your future success.

Here’s a look at the Vertical Measures blog this year.

Evergreen Content Prevails!

Perpetually relevant content? Seems like a dream, but one that can be your reality. Focusing some of your efforts on content that never goes stale is one way to keep generating Pageviews and interest in your content. On the Vertical Measures website, we’ve had a great track record of producing content that stays relevant. Nearly 30,000 unique visitors in 2014 read our resource articles, watched our tutorial videos and consumed our resource content – all evergreen!

Take for example our highest viewed page, outside of our homepage. It continues to be our SEO tutorial video “Using H1 Tag Improves Search Rankings” – a five year old video! Over 15,000 visitors watched this video in 2014, spending over 5 minutes on the page. The article ranks well for relevant keyword terms and continues to drive visitors through organic search. 14,000+ visitors came from Google alone!

Our evergreen resources weren’t the only source of traffic. Erin Prichard, part of our designer extraordinaire duo, developed “What Makes An Infographic Bad & How To Make It Better” in 2013 to much success. Would you believe that in 2014 alone traffic for the post reached almost 14,000 Pageviews? The initial buzz for the blog post was great, but the residual traffic to our blog saw it as one of the top 5 performing pieces in 2014. It also was picked up on Facebook, generating thousands of page views in a matter of 3 days.

Zach Etten had similar success with a post he published in July of 2013, “Adwords: Bidding on Competitor’s Brand Name”. Over 2,000 new visitors in 2014 in addition to thousands of visitors the prior year too. In the same month, one of my own guest posts titled “Why Exact Match Anchor Text Is Bad” on the Act-On blog was published. To date it continues to out perform other content on the site as the top evergreen traffic attraction.

Evergreen content indeed can prevail!

Give it Away for Free (Sometimes)

Gating your content is certainly one option for publishing your content today, serving as a lead generator for your business. Asking for an e-mail address, asking qualifier questions or requesting contact information prior to letting someone gain access to a piece of content is common today.

We opted to test gating on a couple pieces we created this year. We gave visitors to our site access in hopes that our content karma would lead us to more success. It worked! We gave our readers access without asking for much in return on our Content Editorial Calendar Template. As a result we continue to receive over 15,000 visitors a year to this page alone. Visitors stay for a while too, almost 7 minutes on the page averaged per session! Positive shares on social media and continued downloads shows us this very well could be our next top evergreen content performer.

Some of the links in the post above are “affiliate links.” This means if you click on the link and purchase the item, we will receive an affiliate commission. Regardless, we only recommend products or services we believe will add value to our readers.

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