Content Performance
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Five core principles that inform Ercule's approach to content strategy, production, and performance.
Content performance principles
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A product positioning statement is the core of your brand message. Here’s how to leverage it for content ideas – or write one if you don’t have it already.
Product marketing for content marketers
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Your best performing pages can be used to create new material that converts as well. Here's how to start adapting them.
How to leverage the pages that convert
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How to track content performance on the level of topic groups, in order to answer macro-level questions. No new data required.
Tracking performance by topic
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Ready to embrace a product-led approach? No need to create entirely new content. Start with your existing library. It's quicker and more effective.
A product-led approach to updating content
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Sites that you rely on for backlink equity might actually be blocking you altogether. Let's look at 'nofollow' links and how to deal with them.
Nofollow tags and a smarter backlink strategy
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Internal links offer a kindness for your readers and a better conversion rate for your site. They help with organic performance, too. Here's how to get started.
How to build an internal link strategy
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It's tempting to skip the basic steps of content strategy – especially when you're experienced. But the benefits of writing out those early steps can be huge.
Why you should document your content strategy
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A look at how image files influence user experience (UX) and search performance. Tips for how to use images. Plus a checklist for optimizing blog page UX.
How images can drag down search and content performance
🍿 Newsletter
Optimizing a blog post begins with making sure structure and language (especially keywords) are consistent. Our action item checklist will get your started.
#22: Getting aligned
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How to start analyzing and updating your content library. We made a tool for it. No data expertise required. We'll walk you through Google Analytics, too.
A strategy for optimizing old content
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So your page is high-traffic and high-conversion. Congrats! Here's how to build on that momentum and keep the page competitive for the long term.
What to do with a page that has amazing performance metrics
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So your blog post is low-traffic, high-bounce, low-conversion... a total dud. More than falling flat, it might be harming your overall site. Here's what to do with that hopeless content.
When a blog post fails in all metrics
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What to do when a post's conversion rate is high but overall traffic is way too low. How to fix the optimization and distribution problems that affect traffic.
When high-conversion blogs don't get the traffic they deserve
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A high-traffic page is great, but if it also has a high bounce rate then it's not actually converting leads. Let’s look at common causes and solutions.
When popular pages have a high bounce rate
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If you feel like you don’t have an answer to the revenue question, be assured that that’s pretty normal. And you can get way ahead of the game by starting to tackle it. Here are some places to start.
How to track revenue from organic search
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Paid search generates data that organic teams can use. Organic teams have writing skills that can improve paid search budgets. Stop competing with each other! Start building an alliance. Here's how.
How organic search and paid search teams can work together
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Some JavaScript can be useful. But too much JavaScript will slow down your site, frustrate your visitors, and hurt your rankings and conversions.
Clean up your Javascript
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Google Tag Manager is a way of putting JavaScript tags on your site – and managing them – more easily. Activating (or re-activating) it for your site can lead to some quick wins for your site performance and lead tracking.
Google Tag Manager, Schmoogle Tag Manager
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Share of search is a relatively new metric. It helps you make the case for visibility in organic search – and therefore, in investment in content – in a way that should get your colleagues excited.
What is "share of search"?
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Choosing a CMS is one of the most important decisions you’ll make with your marketing tech stack.
How small companies and startups should choose a content management system
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Content marketers assigned to complex SaaS products? Don't stress. Team members and colleagues can help you write well about the tech.
Develop topic expertise by hanging out with your Services team
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Marketers can learn a lot from developers, as one developer advocate explains – especially those developers who resist very the idea of ‘marketing’.
What marketers can learn from developer advocates
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Speed really matters for content performance – and we're talking more than just a site's basic load time.
Speed is a feature
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Is trust more important than attention?
Building trust with your site visitors
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What startups should focus on for A/B testing – even if they don't generate much traffic data. Traditional A/B principles can be applied to smaller scale tests.
A/B testing for startups
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There's a more flexible way to think about your blog.
How to organize your blog
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Writing for humans these days means you also need to write with robots (data and algorithms) in mind.
To write for humans, understand robots
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Yes, sometimes they can! Here's why.
Can longer forms have better engagement?
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Live chat doesn't help directly, but indirectly it can make a big difference.
How live chat can improve content performance
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