What if your all-time greatest blog post is really a dud?

That can happen if you’re looking at the wrong metrics.

Consider an actual CrossFit affiliate’s top blog post: It has 40,000 views and is far and away the most popular blog post on the site. It has twice the views even of some of the site’s static pages, including the “contact us” page that went up when the site was first built.

This post from 2012 is clearly attracting readers to the website. It covers a topic people want to read about—how strength training fits into the CrossFit program—and it does a good job of establishing the expertise of the author. It’s got some great photos as well. Yet the post is actually a total dud in some respects because it has zero clicks and zero conversions. None.

Why? Because the author didn’t give readers an opportunity to do anything. They can’t click anything, and they certainly can’t fill out a form, ask for more information, sign up for something or make a purchase.

The blog did the hardest part of the work—attracting readers and interesting them—but then quit. It’s the media equivalent of running 90 m at world-record pace and then quitting the race 10 m from the finish line for no apparent reason. All the work but no reward.

What if this post closed out with a call to action that could lead to a conversion?

“Want to learn more about strength? Click here to sign up for our upcoming weightlifting seminar.”

“Want to build more strength? Click here to book personal-training sessions with the author.”

If readers click on links like that on your blog, you have a chance to earn a conversion: The reader takes further action.

Not ready to promote a service, seminar or program? Try this one: “Like this post? Click here to join our mailing list and receive articles by email.”

Anything is better than ending a great, engaging article with silence or “Kthxbye.”

“A blog isn’t optional. It’s the core foundation of an effective direct-response social-media marketing strategy,” Kim Walsh Phillips wrote on Entrepreneur.com.

She’s right, and to take advantage of your great content, you need to have a clickable call to action and something people can do after they click.

Here’s a simple way to turn some of your existing duds into diamonds: Use any stats program to determine your top posts of all time. Then add clickable calls to action that give people something to do. If the post already has a call to action, make sure the link isn’t broken and the call to action isn’t stale or expired. If it is, edit to create something in line with your current goals or something that won’t expire, such as “sign up for our mailing list.” Doing so will make better use of your back catalog—and you might find some old posts are being read way more often than you think. You can leverage those pages to promote new programs and services.

For new content, ensure that each post ends with a clickable call to action, and start tracking the clicks using your stats program. After you put up a blog post, see if it’s motivating anyone to click and take action.

If people are clicking, you want to know what you did right so you can do it again. Was it a great topic? Was the blog posted at a great time and promoted on social media? Was the link a big gold button instead of a boring hyperlink? If your post isn’t generating any action, you want to know where you can improve.

Either way, we can help you learn how to create more engaging content that will bring visitors to your site and generate clicks and conversions. 

Now, true to form, here it comes:

Click below to talk to us about your media.