At USGBC, the articles on our website serve many different purposes: sharing information; encouraging advocacy; and promoting our products, events and education. It goes without saying that a registration launch or an update to LEED deserves an article—but what about those webpages or aspects of certification that our customers may not be aware of, or may not quite understand?
Pointing people to existing resources and helping answer more of their questions became a big priority for me in my second year at USGBC. I wanted to dig deeper into how content marketing could support our organization and our customers alike. One way I did this was by creating the “LEED Link” article campaign.
This campaign has been a win-win: We are able to publish LEED-centered content even during times when USGBC doesn’t have major announcements or case studies, and we are able to give people searching for specific topics a quick summary with links to deeper engagement.
Consider these questions when planning a campaign to drive traffic to your existing site resources.
What are people looking for?
Start by taking a look at Google—both on the analytics side and by playing around with searches. On the Google Analytics Home section for your own website, review the stats under “What pages do your users visit?” and “What are your top-selling products?” Under Behavior/Site Search, find out what terms people are looking up on your site.
I like to periodically search Google for keywords and questions related to products of ours. This shows me what is coming up first in public search results. Sometimes, it’s our relevant webpages. Other times, it’s coverage of our resources by another organization. Obviously, we’d like our USGBC pages to be the first links that come up, so that we can ensure people are getting accurate information. Learn about ways to enhance your search engine rankings.
A top-searched term on our website recently has been “regional priority credits.” I published a LEED Link explaining what these LEED credits were and linking to additional information on our website. Now, this article is the first Google result for those keywords.
What’s useful, but not in your main navigation?
Like many organizations, we try to keep our main nav clean and high-level, with just a few landing pages, which in turn link to further information. This is a UX best practice, but it also means that some very useful info can be “hidden” on the site. If this is true of your website as well, create articles that bring those resource pages to the surface. For example:
- LEED Online is our portal for LEED project management, but it’s not in our main nav. Our LEED Link on that topic is now the third Google result after the two actual portal URLs, with pageview stats in approximately the top 5% of our total articles.
- After LEED v4 was launched in 2017, I drilled down into the new landing page content and discovered “impact categories,” which in the new version of the rating system had been updated to better reflect the goals of LEED.
- Similarly, the LEED credit library is used and searched for constantly, but is not directly linked from our top nav.
What do you want people to know more about?
This falls into two categories:
- New content. If USGBC has recently launched an update to LEED or a new study pathway for aspiring credential holders, I will put out a LEED Link about it a few weeks after the initial launch campaign. You may have done a first round of promotion for your latest and greatest resource, but don’t stop there. You’ll get even more eyes on it—or remind people who were interested the first time, but didn’t click—if you do a follow-up piece.
- Underused content. We have a stellar, searchable project directory where buildings and sites that have achieved LEED certification can have a profile page to share photos and descriptions. However, project teams don’t always take advantage of this resource, so I promoted it in a LEED Link. If there are pages on your website that you think people would find useful if they used them more, promote them!
This is one of the most enjoyable parts of my job. I love exploring the nooks and crannies of our website and our analytics to create content that leads people to what they need to know, what they want to know—and what they didn’t know they didn’t know. As a content marketer, you have to also be a detective. Get out your magnifying glass and see what you learn.