Website traffic doesn’t mean much outside of the marketing world but it’s a game-changer to marketers. Traffic can dictate your site’s success, whether it’s the number of leads that come to your website, visit your social media channels, or watch your videos.
There are two different types of traffic that you can have coming to your site, organic and non-organic, and they can come from many different sources, such as email, social media, organic searches, backlinks, etc. Non-organic traffic can be more difficult to drive, which is why when you’re creating non-organic content, you want to make sure it will drive results. Here are 4 types of content that will bring in the most non-organic traffic to your website:
1. Data-Driven Content
Non-organic traffic often comes from email, social media, and blog posts that feature facts, statistics, and recent industry figures. People love to share or link back to relevant data that impacts their career or industry in some way. There’s lots of different data-driven content that you can share, whether it be related to industry trends, statistical roundup posts, or data comparison posts. Here are some examples of our recent posts:
- What Marketers Need to Know About YouTube Shorts
- How to Use LinkedIn as a Lead Generator
- 20 Innovative Ideas to Repurpose Marketing Content
All of the above blog posts are discussing timely, relevant content to drive people to the site. People are much more likely to click on a blog or article to read about current topics and industry trends, even more so if it's filled with useful data.
Additionally, if you have the time and resources, it can be worth considering running your own experiments and publishing your own original data. This can help you increase your backlinks, drive referrals, and build your domain authority. It will also help to position you as an authority in your reader’s mind, and when they share your data, they might say, “According to X company” and link back to your site, which builds credibility with Google’s search engines as well as with your audience.
2. Content Featuring Quotes and Interviews
Just like data-driven content, people want to learn something after reading your content, especially if it’s coming from industry leaders and experienced professionals. Content that features quotes and interviews from individuals with authority and an established presence is easily shared across social media and other channels. It’s also beneficial because the professionals that were featured in the piece might share the post with their own audiences, which helps you gain brand awareness and traffic from additional sources. Leadership thought pieces are particularly popular and drive non-organic traffic because they tend to result in a lot of commentary and conversation on networking sites such as LinkedIn.
3. Emerging Trends
Making a conscious effort to create content based on emerging industry trends can be significantly helpful in terms of attracting email, social media, and referral traffic. For example, we recently wrote a blog post about Clubhouse, which is a relatively new social media platform that doesn’t have many articles written about it, particularly when compared to other social platforms, such as Instagram or Twitter. Our blog post is not only informative on what Clubhouse is and why marketers should be utilizing it, but it also serves as a How-to for anyone who wants to join the app. Because of this, it will show up in search results for multiple reasons, for people who are wondering what Clubhouse is and for people who are searching for how to get started using the app. Including emerging trends in your content also helps you stay covered on new keywords that aren’t as competitive. If you’re one of the few sources creating content around the keywords, search engines will recognize you as a source of authority when the trend becomes more popular.
4. Technical Guides and How-tos
Like we briefly mentioned before, technical guides, informative infographics, and how-to types of content do especially well with non-organic traffic. This type of content does well because just like content containing quotes and interviews, people can learn from this content. They can gain knowledge and take away skills that they can apply to their own lives and careers. This type of content is especially effective as you continue creating it. For example, imagine you are a home builder who is trying to increase your ranking and blog authority in your industry. If you have one how-to guide about building homes, people will learn from your guide, however, if you have 20+ how-to guides about various topics relating to building homes, people will trust you and see you as a credible source.
Regardless of what type of content you choose to create, it should directly relate to your business, as you’ll see the most success if you’re creating content that your audience is already searching for. However, it’s definitely worth it to consider creating content with a purpose, to directly bring in significant non-organic traffic. Use the tips we’ve shared and the traffic will start flowing in.
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