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Past Issues

  • #37: Content marketers need product marketing
  • #36: Google’s Helpful Content Update, in simple terms
  • #35: Make your site more browsable
  • #34: Which pages should you delete?
  • #33: Scaling up the good stuff
  • #32: No more atomic blogs
  • #31: How IS it going?
  • #30: Detective work for declining traffic
  • #29: The helpful test
  • #28: PLC = TLC
  • #27: It could be BMail
  • #26: No content weft behind 🧶
  • #25: Documenting your content strategy
  • #24: A checklist for content UX
  • #23: A new guide + tool from Ercule
  • #22: Getting aligned
  • #21: About that blog post from six years ago
  • #20: Find new content in the stars
  • #19: Why lemons deserve your attention
  • #18: Encourage your wallflowers
  • #17: Popular, but lazy
  • #16: Direct traffic, idk
  • #15: Where is this revenue coming from???
  • #14: What content people need to know about paid search
  • #13: An issue about smooth jazz 🎷🥱
  • #12: MUM = next BERT???
  • #11: The pages are *eating* each other! Is that a problem?
  • #10: Cue the dramatic hamster
  • #9: 🎶 This issue has a soundtrack 🎶
  • #8: 30% more cuddles
  • #7: SEO Speedwagon
  • #6: It's like living in the future!
  • #5: How sketchy could it be?
  • #4: Hieronymous Bosch levels of detail
  • #3: We miss you, Kid Pix
  • #2: GPT-3 is coming for your job, or it isn't
  • #1: The first one

#20: Find new content in the stars

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What to do with your top-performing pages


👋 Hey, it’s the Ercule newsletter! This newsletter is designed to help content marketers and writers make sense of content analytics and SEO.

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We’ve spent the past few newsletters talking about how to optimize pages on your site based on their performance. So far, we’ve looked at

  • High-traffic posts that don’t really convert
  • High-conversion posts that no one is seeing
  • Pages that seem outright hopeless

So let’s start this new year with the brightest part of your library: the pages on your site that are doing everything right.

We refer to these posts as “Stars” because they’re the shining example of why your business is awesome.

And your Star content can point you toward where you need to go in the future.


🌟 Understanding Star performers

Star pages are performing beautifully across the board:

  • High traffic
  • High engagement
  • High conversions

A Star page is a huge accomplishment (and asset) for any site. And it’s a great source of ideas for future content.


🏄🏼 What you can do

Each Star page is a proven formula for success.

Start replicating the effort:

  • Adapt the page to a webinar
  • Build a guide around the page content
  • Create new posts about related topics
  • Talk about it on social
  • Add material to the page
  • Send it to the sales team so they can see what’s getting traction

New content is a significant time commitment, but it’s the best investment for leveraging the power of a Star page.

Afterwards, you might work on optimizing the page for conversion… but make sure to do so in low-risk ways.

Experimenting with call-to-action design, for example, is pretty low-risk. Restructuring the content of a post, however, is a high-risk move – so it runs the risk of ruining your page performance.

Moving forward: plan to regularly monitor these pages for ongoing performance—make sure nothing slips!

Address the constant threats to traffic:

  • Research top-ranking competitor pages
  • Stay up to date with algorithm requirements

Address threats to conversion rate:

  • Review links for health and relevance
  • Update calls to action

Work toward continuous improvement:

  • Content quality + usefulness
  • Usability
  • Domain authority
  • Accessibility

No matter how many Star performers you’ve got in your catalog, you can’t coast on that momentum. Maintaining that success requires care and attention.

Feel free to schedule office hours to look at this together!


xoxo, Ercule

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