You guys have heard of ConversionXL and Hubspot, right? We’ve linked to both of them multiple times in the Daily. Both have crazy popular publications in the marketing industry.
But, this isn’t a love story about those two companies. This is a podcast in which Ramli John interviews a guy who has driven the growth strategies at both companies.
That guy is Alex Birkett. He’s a marketing pro and has some pretty great insights into the world of marketing…like how he doubled the size of ConversionXL’s readership. Or how he approaches content distribution.
We’re just going to send it right over to Alex and Ramli, rather than ramble on with an even longer intro…
- (07:30) Alex grew ConversionXL’s blog from 125K to 250K readers in one year. He did that by building up a huge guest writer pipeline. Guest writers helped reduce his workload.
- (08:32) They mostly ignored SEO and just focused on creating good content. Organic traffic came from that.
- (09:12) Alex also paid attention to reader questions and answered them as blog posts.
- (09:57) Reader surveys, Facebook Groups, and customers helped them come up with even more topic ideas.
- (11:05) When it comes to content promotion, Alex believes in building authentic relationships with people in your industry. There are no hacks or cheat codes for this. It also helps to build influencer quotes into your content.
- (17:35) At Hubspot, Alex spends a lot of time building A/B tests on article headlines and meta-descriptions to try and improve organic CTR and ranking.
- (18:11) Influencer marketing is also important for Alex at Hubspot.
- (18:27) Hubspot utilizes the “cluster and pillar” approach to SEO. So they have one central theme and then write more specific posts around that one theme.
- (19:38) Anything worth doing takes effort and energy. Not hacks or cheat codes, especially when it comes to marketing.
There’s still another 10-minutes left in this one. Tune in now.
