Marketing Funnel Part 3: Driving Traffic to Your Content With SEO

Editor’s Note: This is part 3 of my marketing funnel series. You can read part 2 here.

My last post was about building a quiz funnel to reach a new audience for a product, such as an online course.

So once you’ve built your quiz, how do you go about finding your audience?

The first step is to use SEO to your advantage. For your quiz page, figure out the keyword or phrase you want to rank for. Then make sure to use that keyword in your title, meta description, and a couple times throughout your page. If you are using WordPress, the Yoast SEO plugin is a great tool to help you properly use your keyword.

Don’t forget about SEO for each blog post or piece of content you want to promote. Make sure that each of your pages ranks for only one product or service, to drive the most traffic to it.

Blog posts and content upgrades

When it comes to blog posts, you can take your content one step further, by adding a signup box for readers to join your email list. You can entice readers to join by offering a content upgrade, or a lead magnet. This is similar to the quiz funnel, where readers must join your email list to get their quiz results. For blog posts, you can offer something else enticing, such as a relevant short email course or a PDF packed with information.

Whatever you create, make sure it offers immediate value to your reader, and that you keep it updated so it’s the most up-to-date resource it can be. This is especially true if, say, your content upgrade is a list of resources. To figure out what your content upgrade should be, make sure you define your audience and know what they are looking for or know what their goals are, and then deliver.

Track the success of your content upgrades

Once you have a content upgrade to offer, you’ll want to track how successful it is (how many people sign up to your email list). In addition to keeping an eye on your page via Google Analytics, you can spread the word about your content upgrade via social media and ads. If you do that, you’ll want to track how well your posts spreading the word perform.

You can go this by setting up goals in Google Analytics for your blog post for blog conversions and also using Google Analytics’ Campaign URL Builder to track how well each social media channel post performs.

Now you’ve got relevant content to reach your audience and a way to track how well your content speaks to your audience. Good luck!