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A Trail Map to Content Marketing Success
The document discusses strategies for balancing organic traffic growth with content monetization, particularly in the context of nursing articles on nursingcenter.com. It highlights challenges related to duplicate content that affects search rankings and suggests testing content gating to improve registrations. Key findings indicate significant improvements in registrations and engagement through varying content styles and careful analysis of traffic metrics.
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A Trail Map to Content Marketing Success
- 1. #C3NY CREATIVE INNOVATION #C3NY WALKING ATIGHTROPE: BALANCING ORGANIC TRAFFIC GROWTH WITH CONTENT MONETIZATION REQUIREMENTS Sr. Director of Optimized Services, MoreVisibility Matt Crowley Clinical Editor, NursingCenter Lisa Bonsall, MSN, RN, CRNP
- 2. #C3NY 2 Lisa Bonsall,MSN, RN, CRNP Presenters Matt Crowley Sr. Director of Optimized Services, MoreVisibilityClinical Editor, NursingCenter
- 3. #C3NY 3 Walking ona tightrope Heading for the twilight zone Where the future never makes it Until the past has gone --”Walking on a Tightrope” by Percy Mayfield Source: https://www.discogs.com/Percy-Mayfield-Walking-On-A-Tightrope/release/3177405
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- 5. #C3NY 5 Do youpublish content?
- 6. #C3NY 6 How doyou monetize content?
- 7. #C3NY 7 Do youfocus on growing organic traffic?
- 8. #C3NY 8 Do youfocus on growing organic revenue?
- 9. #C3NY 9 Have youthought about gating your content?
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- 15. #C3NY 15 Created bynurses, for nurses
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- 19. #C3NY 19 Content gatingvs. organic traffic growth Duplicate content issues
- 20. #C3NY Dealing with DuplicateContent
- 21. #C3NY This includes morethan 70 peer-reviewed journals and 6,000 nursing articles Nursing articles and publications are a main focus of Lippincott NursingCenter.com.
- 22. #C3NY 22 Journal Articleson NursingCenter were being out- ranked (and often filtered out of search results) because of the same content being contained on other Wolters Kluwer sites. Challenge
- 23. #C3NY 23 1. Removethe duplicate content 2. Noindex meta tag 3. Robots.txt directives 4. Cross-domain rel=“canonical” link elements Some Common Solutions
- 24. #C3NY 24 1. Articleson NursingCenter were being crawled and indexed in both Google and Bing. 2. Bing was ranking non-PPV results significantly more highly than Google. Other Findings
- 25. #C3NY Google is likelyidentifying NursingCenter as a non-original source for this content, negatively impacting the visibility of the articles in organic search results.
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- 28. #C3NY Hypothesis: Limit theamount of duplicate content that is accessible to search engines by further gating the content.
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- 30. #C3NY 30 1. Focuson content KPIs beyond just organic traffic, such as registrations. 2. Understand the impact on engagement and conversions related to increasing registrations. Content Gating Test Needs
- 31. #C3NY Identify issue Develop hypothesis Developpotential tests Choose tests Run POC tests Analyze impact Run additional style variants Analyze impact The Process
- 32. #C3NY 32 1. TestGating On/Off 2. Test style variants, such as “Pinterest” (on scroll) vs. “New York Times” (metered) style Initial Test Ideas – Start Simple
- 33. #C3NY 33 Initial Test– Simple Content Gating On/Off Baseline Full Gating Test A Full Gating Test B
- 34. #C3NY 34 Full GatingTest B Initial Test Results N/A 211% improvement in registrations 887% improvement in registrations Baseline Full Gating Test A
- 35. #C3NY 35 Secondary Test “Pinterest”Style “NYT” Style
- 36. #C3NY 36 Secondary Test “Pinterest”Style “NYT” Style Winner Loser
- 37. #C3NY 37 Secondary Test “Pinterest”Style “NYT” Style +166% Conv. Rate +8% session duration Loser
- 38. #C3NY 38 Where CanWe Look for Growth?
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- 44. #C3NY 44 +51% growthin sessions +42% growth in new users +19% growth in goal completions +19% growth in goal value
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- 46. #C3NY Think beyond standard wisdom -find unconventional ways to get results.
- 47. #C3NY Test a varietyof content types first, before you test gates.
- 48. #C3NY Don’t put allof your content eggs in one basket.
- 49. #C3NY Test gates, butstart slow to win.
- 50. #C3NY Avoid a myopic focuson organic traffic.
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Editor's Notes
- #4 Walking on a tightrope, with an uncertain and changing future, needing to test new ideas to move beyond the past.
- #15 https://www.blog.google/topics/journalism-news/driving-future-digital-subscriptions/ Changes are underway with news publishers, but what about the rest of us?
- #16 Discuss brand, and lead into the core goal – provide nurses with what they need to succeed in today’s challenging healthcare environment. Lippincott NursingCenter.com is the premier online destination for peer-reviewed nursing journals and continuing education resources based on the best evidence available. A host of more than 70 nursing journals, Lippincott is committed to providing credible, current, authoritative, evidence-based resources to help you in your practice. Along with peer-reviewed journals, more than 1,900 continuing education activities, including your own CE planner tool, are right at your fingertips. Use NursingCenter to interact with other nursing professionals over social channels; and follow our blog section to stay up-to-date on the important issues in the nursing community.
- #17 Lippincott NursingCenter delivers an audience of highly-engaged nurses of all specialties within a trusted environment of peer-reviewed, evidence-based content.
- #19 Duplicate content challenges within the Walters Kluwer Family of websites hindering organic traffic growth Less gating = more traffic/less registrations, more gating = less traffic/more registrations
- #20 Duplicate content challenges within the Walters Kluwer Family of websites hindering organic traffic growth Less gating = more traffic/less registrations, more gating = less traffic/more registrations
- #22 Most of this content is found across a number of other Walters Kluwer sites, providing value to unique audiences. This presented a challenge, because organic traffic growth to this content began to stall and was no longer going to provide meaningful gains in the future.
- #23 However, remember that these articles serve an important purpose for the audience of NursingCenter.
- #24 However, remember that these articles serve an important purpose for the audience of NursingCenter.
- #25 However, remember that these articles serve an important purpose for the audience of NursingCenter.
- #26 Most of this content is found across a number of other Walters Kluwer sites, providing value to unique audiences. This presented a challenge, because organic traffic growth to this content began to stall and was no longer going to provide meaningful gains in the future.
- #30 That brings us to content gating.
- #31 However, remember that these articles serve an important purpose for the audience of NursingCenter.
- #34 Our test only effect FREE journal articles and CE articles We are evenly splitting traffic three ways Email Traffic is not permitted
- #35 Results held steady throughout the entire length of the experiment.
- #38 Other Data: Both NY Times and Pinterest style gates have similar return behavior for their users. Both NY Times and Pinterest style have most of their traffic occur on one day.
- #39 Showcase all of the new content formats and strength of content developed by experts. Discuss collaboration on making content search engine friendly.