Fresh post just posted by The Hoth. IMO one of the most effective suppliers of information and facts you can find.

Do you want to know how to drive more links and traffic back to your site… without writing new content?

You’d be able to get more value out of every piece of content you write, get more links, and get more eyeballs.

The cool thing is this can be done with content syndication.

Today, I’m breaking down how to use content syndication to give your content extra exposure and get quality backlinks.

What Is Content Syndication?

Content syndication is the process of getting your content re-published on other sites across the globe.

This content typically comes from your company’s blog.

When your content gets syndicated and re-published, you’re cited as the original author and this typically results in a link back to your website from a highly credible source(s).

Who Uses Content Syndication As A Strategy?

Content syndication has been used by Fortune 500 companies for quite some time now, but was unavailable to companies without connections in the publishing space.

To give you an example, we’ve written a post on NerdWallet’s $520 Million content strategy that includes a tactical syndication approach.

Essentially they would offer other sites the right to re-publish their content.

Check out this example of another site syndicating NerdWallet’s content:

When you get to the bottom of the page, you’ll find this:

With each use of this content, NerdWallet was gaining backlinks, social shares and exposure at a rapid rate…

Which is exactly what they wanted!

Constant re-publishing of their content helped NerdWallet gain that original authority that the site needed to really pop-off.

Now they’re building relationships with major media sites like Forbes, USAToday, and many others!

Here’s an example link if you want to check this out.

Notice anything there?

Nerdwallet’s content was syndicated by Metro.us. This site is getting nearly a million organic traffic visits per month:

(Image Source)

Nerdwallet is receiving some seriously authoritative links with this strategy…

AND they aren’t the only ones doing this!

This is a pretty popular strategy with big publishers – but not often talked about.

Check this out:

GQ Syndicates on Yahoo:

ValuePenguin Syndicates on NASDAQ:

The Wirecutter Syndicates on Tested.com:

The Points Guy Syndicates on Yahoo Finance:

All of these big brands are re-publishing (syndicating) their existing content on other sites… all while gaining more exposure, and links back to their original content!

Imagine getting backlinks from sites within major news networks like Fox News, NBC or CBS…

Sites like these are receiving huge amounts of traffic each month:

Wouldn’t you like to have your content published here?

But there’s one main issue…

Getting your content re-published by sites like these is not an easy process.

Not only does your content need to be great, but you also need to be an expert at pitching.

Planning Out Your Strategy

Once you’ve decided to use content syndication in your strategy, you’ll need to map out a few things:

1. What content am I going to syndicate?
2. Which sites do I want my content to go to?
3. How am I going to pitch this content?

One great thing about content syndication is that this strategy can be used for both new and existing content.

It’s perfectly normal for older/existing content to be syndicated.

The MOST important aspect is that your content is placed where your target audience will find it.

So you need to make sure that your content grasps their attention and draws them into your site!

Once you’ve decided where you’d like your content to go, you need to assess the following:

• Does this site accept syndicated content?
• What style of content are they publishing?

When you find a site that does syndicate content, you’ll want to read their content and see if there’s a common theme or style of how it’s written.

Seeing this is a great indicator that YOU also have this opportunity and now you need to match your content and perfect your pitch.

When pitching content to these sites, it’s essential to lay out your offer and easily display what’s in it for them. This can be in the form of referral traffic, additional audiences, social shares, etc.

Here’s an example of a sample pitch:

(Image Source)

The relationship with sites that syndicate content is similar to that of a Guest Post – which requires manual outreach to secure a backlink.

One thing to remember when pitching your content is that not every site is the perfect fit.

You are going to get declined or rejected… it’s just part of the game.

Even if your pitch is declined, keep the relationship going. You never know when an authority site in your industry will reach out to you for an exchange.

I like to compare pitching content to fishing. You can throw a bait out in the water for hours – nothing bites.

Then all of a sudden, one big fish comes around and BAM – you’re hooked up.

The more time spent out on the water, the more fish you’ll catch.

Don’t be discouraged by the amount of time pitching your content will take because one day it will pay off.

If you’re looking for more info on pitching to blog owners and building these relationships then check out our ultimate guide!

What About Duplicate Content?

One of the most common questions or concerns regarding content syndication is that duplicating your content will hurt your SEO.

Well, that myth has been busted and there are multiple ways around this, the most common being a rel=canonical tag.

A rel=canonical tag is a little snippet of code that’s included in the head tag of the page that’s being syndicated.

This little snippet of code tells Google where the original piece of content comes from so that any link juice and authority gets passed to the original content site rather than the site that’s syndicating it.

Here’s what a rel=canonical tag looks like (in the head section of the page):

With this tag implemented, your content can be syndicated hundreds, even thousands of times without ANY risk for duplicate content.

Summing It Up

As I’ve shown you today, getting your content re-published is an excellent way to gain exposure and get in front of the audience you’ve always wanted.

But getting in front of this audience is not easy…

You have to write great content, build relationships with website/blog owners and become a master at pitching.

You can reach out to a multitude of sites and might walk away with a link or two… or none.

You need a middle-man, someone that already has the authority and relationships established with these sites!

With HOTH Syndication, we guarantee that your content gets syndicated and re-published by over 100+ high authority news outlets across the U.S.

If you want to get more exposure and quality links, try HOTH Syndication today.

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The Hoth provided this post. I usually look forward to reviewing 1 of their articles as they are very entertaining. I hope you find it interesting.

In this PPC case study we will show you how we took an existing campaign, dropped the lead cost by over 85%, saved them thousands in ad spend, and 6x’d the monthly lead count.

Want to see how we did it?

In this article, I’m going to break down the strategies that helped us turn this campaign around… AND show you how to apply these strategies to your Google Ads PPC Campaigns!

Let’s dive in!

Background

This client sells high-end specialty home goods that have prices starting at ~$5k+, so this is a lucrative market.

The website is set up as sort of an e-commerce store, with all types of products listed. Because this is such a high-end market, most people don’t just buy online, they always speak with someone to match them up with the perfect product.

They came to us for some help in reducing their lead cost, as well as delivering them a higher volume of leads while maintaining lead quality.

The Audit – Huge Opportunities Uncovered

Google Ads is sort of a land mine.

It is by far the most powerful ad platform in the world, but also has grown to be one of the most complex.

Make no mistakes about it – Google’s #1 goal is to get as much money from you as possible, seemingly without any incentive for you getting ROI.

…But that’s where we come in.

The first thing we always do is an audit of the account.

We’re looking for:

1. Current data to gain insights from (what’s working, what’s not).
2. Mistakes in the account or setup that lead to poor conversions.

100% of the time, no exaggeration, we find opportunities that can be improved.

To set the baseline, here’s what the account looked like when it was handed to us, before any work was done:

Cost: $2,020
Conversion Rate: 0.34%
Conversions: 5
Cost Per Conversion: $403

Right off the bat, we notice that the conversion rate is only .34% which is pretty low, and the cost per conversion is high for what’s expected.

Here are a few things we did right away to get this campaign restarted:

Know Exactly Where Every Cent Is Going With Proper Tracking

Tracking and data is the backbone of a properly setup campaign.

Without it, you can’t find out what campaigns are actually working, so you’ll never be able to make decisions about what to keep, cut, or scale!

The problem is that unless you’re an expert, it’s easy to set this up incorrectly (or not set it up at all!)

In this account, we found conversions like “All Page Views” and other settings like “Count Every Conversion” were setup and were leading to a lot of false data over the years.

For instance with the “Count Every Conversion” setting, if you click an ad once and opt in 3 times, it is counted all 3 leads when in reality we only have one lead. This is OK for purchase conversion campaigns, but not great for lead gen.

You see? There are landmines like this all over the place.

How we fix it:

We setup all new triggers and tags inside of Google Tag Manager which then sent the data back to Google Analytics and Google Ads.

We use Google Tag Manager in every account we touch so that all data is going to one place and then being properly sorted.

It is very easy to trace if there are any problems, and we only have to put one tracking code, Google Tag Manager, onto our pages.

Increasing CTR With Streamlined Ad Groups & Ad Copy

In Google ads, you have “ad groups” which include a set of keywords that your bidding on, and the ad copy that will be displayed when people use those keywords in their searches.

When users search for a certain keyword, they’re looking for something very specific and want the solution.

But when a generic ad pops up, it won’t necessarily match exactly what they are looking for, and that can increase your costs since your CTR (click through rate) is too low.

In this account, we found that a lot of the ad groups were using the same generic ad.

This is a big opportunity because 1 ad can’t show the differences in each product, highlight benefits, or characteristics of the specific product.

How we fixed it:

We created all new ads with headlines & descriptions that included the specific seed keyword in each one.

This is one of the most important steps to a high converting campaign because of how valuable the user experience is.

You don’t want someone searching for “oil changes near me” and an ad for “tire rotations” coming up.

It is completely irrelevant and won’t generate a lot of traffic.

Making this change not only increased the ad relevance score but also made the user experience seamless for what they’re searching for.

From these major optimization steps and our daily management, these are the results we saw by the end of June, 2019.

Cost: $1,690
Conversion Rate: 0.42%
Conversions: 7
Cost Per Conversion: $241

Just with these few strategies, you can see that the cost per conversion dropped over 40% since the beginning.

But we’re not done yet.

Increasing Conversions With Landing Pages

Running profitable campaigns takes a multi-faceted approach. It’s often not just what is set up in the account, but also what happens after the ad click.

A common problem that we see is that people often are driving traffic to their website, but that website isn’t as optimized as it can be for the conversion they want.

When you have a lead gen campaign going to your normal website, it’s often crowded by all sorts of distractions like navigation menus, content, and it’s not clear what you want them to do.

You see, when a visitor lands on a page, you have to make it extremely clear what you want them to do, and eliminate all other distractions.

That’s where landing pages come in.

A landing page is a page designed specifically to get conversions after an ad is clicked…

…and it can make an enormous difference in how a campaign performs!

A landing page has one primary CTA (Call To Action), the page copy is written around the customer avatar and exactly the keywords you’re bidding on, and there are no links to other destinations.

In this case, this account was sending traffic directly to their website, but there was a ton of room for conversion rate optimization.

We want people to take action now and that is what a landing page will do.

How We Fixed It

To kick this campaign up a few more notches we needed a dedicated landing page.

Over the last few years at The HOTH we have ran millions of dollars in ad spend and one thing is for sure – most people are BURNING money by not using high-converting landing pages.

So we started with one of our signature landing pages that encourage traffic to opt-in to view their current inventory and pricing.

We included a simple but to the point headline, a carefully crafted benefits section, and a clear Call-To-Action, all in a well designed, beautiful landing page.

The results?

Cost: $1,820
Conversion Rate: 1.19%
Conversions: 32
Cost Per Conversion: $56.90

Conclusion

By setting up proper tracking, optimizing the campaign with our specific process, and implementing a focused landing page, we were able to drop their CPL (Cost Per Lead) by over 85%!

If we generated the same amount of leads we did in July for the same price as April we would have spent $12,896, vs the $1,820 that we spent.

April 2019 (Pre-HOTH PPC)	June 2019 (HOTH PPC)	July 2019 (HOTH PPC)
Work Done: None (Pre-HOTH)	Work Done: Basic Restructure Campaign Optimization	Work Done: Advanced Optimization Custom Landing Pages
Cost: $2,020 Conversion Rate: 0.34% Conversions: 5 Cost Per Conversion: $403	Cost: $1,690 Conversion Rate: 0.42% Conversions: 7 Cost Per Conversion: $241	Cost: $1,820 Conversion Rate: 1.19% Conversions: 32 Cost Per Conversion: $56.90

The great thing is we’re still not done.

Because we do daily management and ongoing optimization, we have a wealth of strategies to implement to take this campaign even farther as we get more data.

Additionally, as long as the client can handle the volume, we can work to scale it to the moon – all while maintaining a healthy CPL and lead quality.

This campaign is off to a great start, but you don’t have to just take our word for it, this is what the client had to say:

Want us to help you with your PPC lead gen campaigns? Check out HOTH PPC.

Any questions? Let us know in the comments!

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