Hope that 2016 has started well for you! This is the time for reflection and for taking stock of accomplishments during the last year. All with an aim to learn from past experiences and set new goals for the year ahead. In this blogpost Zooma will take a look at a summary of the five most read posts on our blog last year and what we can learn from that in the year ahead.

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During 2015  published a total of 60 blogposts and had just over 12,000 views on our blog – about 200 views per blog post on average.

Here are the 5 most read blog posts during last year:

  1. Do Swedes have more time off than others?
  2. An energising week at INBOUND15
  3. Amazon’s vision statement
  4. 10 reasons to get started with inbound marketing
  5. The battle for Offsite in Europe: LinkedIn vs. Xing and Viadeo

It is interesting to note that out of these 5 most read blogpost during 2015 the 3rd most read was published in 2014 and the 5th most read was published in 2013.

That's the thing with inbound and in particular blogging - it is the gift that keeps on giving. Blogposts that we spent a few hours creating years ago continue to attract interested people to our company. 

It is also important to note that different blog posts work better in on certain online touch points than others. The first blogpost above (Do Swedes have more time off than others?) was published just before the summer holidays and worked really well in offsite communities and for our blog subscribers as can be seen in the graph below.

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The second post was primarily targeted towards our existing customers and followers who wanted “live” report from the INBOUND15 event in Boston. As can be seen from the graph below most of the views of this blogpost came from people that came directly to our site looking for that particular content.

Zooma-direct-blog-post-analytics.png

The third post above (Amazon’s vision statement), on the other hand, is an example of a blogpost that gets mostly views from people doing organic searches (e.g. Google search).

Zooma-organic-blog-post-analytics.png

Ideally you want to have a mix of blogposts that work on all your different touch points in order to maximise the attract phase of your inbound funnel.

So is 12,000 views a lot? It is all relative but for Zooma it represents a significant share of our overall visits. And since we use an inbound platform (in our case HubSpot) to power our .se and our blog, we can analyse who actually reads our blogposts. As it turns out the overwhelming share of readers exactly match our target personas, i.e. the audience we aim to reach.

How have you succeeded with your inbound content in the last year? Which are your best performing blogposts? What have you learned from the last year that will improve your performance this year?

If you want to learn how you can optimise you inbound process, please get in touch with Zooma!

Get in touch with Zooma! 

Martin Olausson

Chief Analyst & Strategist
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