The document discusses optimizing blog content to generate traffic and conversions without publishing new posts. It provides tips for conducting a blog audit and analyzing top-performing historical posts to identify opportunities like incorporating relevant keywords into calls-to-action and creating new offers. Testing approaches like adding end-of-post banner CTAs found they contributed minimal leads, with most coming from anchor text CTAs and internal links. The key lessons are to optimize existing content for leads and search engine rankings, and to rely on own data over assumed best practices when testing optimizations.