Are you consistently producing content, but not seeing the results you expected? You’re not alone. Creating content to hit the first page of Google search results is a metric almost all brands aim to achieve. But if it’s proving to be a little or a lot difficult, then you’ve come to the right place. With almost 75 percent of all organic clicks attributed to the first three Google search results, it’s no wonder why brands are recognizing the importance of a content marketing plan and integrating it into their overall marketing objective.
Content marketing experts would agree that exceptional content matters — and it needs to stand above all the noise. So, how does one go about it? You can either only create content that stands head-and-shoulders above all, or optimize the content you already have and bring in 10x more value. Let’s talk about the latter, but first, what do we mean by that? When you’re aiming to achieve 10X value from your existing content, it needs to:
Offer stellar value to your visitors/customers.
Be a notch higher than all the white noise on the internet.
Solve a specific problem for your readers.
Offer authenticity, authority, and value.
Offer exceptional user experience across all channels.
Help the readers take action.
Now, let’s identify a few ways in which this can be achieved:
Identify Evergreen Content and Refurbish
Evergreen content is typically created in order to extend the lifetime of the value it provides. While topical content can offer immediate value, evergreen content will be just as relevant for the next five years as it is today. Do a quick content audit in Google Analytics or your SEO tool to see which pieces of content are consistently performing well and optimize those. Do they need multimedia, a few relevant stats, internal linking, or simply better images? You can also keep updating the keywords to ensure you’re capturing the latest SEO search queries that are always in motion.
To give you an example, if you’ve identified “X Ways to Boost Your Lead Generation Guides,” then perform a quick search to identify the top keywords you need to be targeting and also search for the top 10 ranked web pages that offer similar content. Compare the two, conduct a content gap analysis, and refurbish yours.
Convert Your Best Content into Videos
Visual content adds significantly to the user experience. However, the rule of thumb remains the same as it does for written content — create pieces that are better than the top three web pages around the same topic. In times of fast-paced information consumption, videos can quickly add a lot of value to your content. How do you do it?
Take your five or ten top-performing pieces of content and identify opportunities to turn these into short videos that highlight the main points in a compelling way. It could be challenging to pack a long-form blog post into a video of less than one or two minutes. In that case, you could either create a quick video touching upon the main points and link the original piece of content to it or split the content into three to four shorter pieces and create videos accordingly. This could also give you a variety of videos to play with and optimize on different social platforms.
Our tip: Use the first few seconds of the video very strategically since the average attention span is merely 8.5 seconds. Creating a hook in the beginning and adding an interesting thumbnail can help boost your videos.
Convert Your Best Content into Shareable Infographics
Did we mention how readers are easily visually stimulated? Taking your best “evergreen” content and turning it into shareable infographics is a great way to boost what you already have. Plus, it creates that much more value for the reader. Take your top blog posts, guides, podcast episodes, etc. that performed exceptionally well and create stellar infographics — long infographics summing it all up and also smaller chunks of modular content that can be shared as stand-alone infographics on social channels or within the blogs.
To take this up a notch, you can also add a code or “share box” at the end of each infographic (see below) that allows visitors to share your infographics on their own channels, blogs, or websites. This creates a plethora of backlinks for your brand. Isn’t this killing two birds with one stone?
Create How-to Articles and Opinion Pieces
Once your brand has established some authority with those who visit your website again and again or have signed up for your newsletters, you know that they hear you, your unique voice resonates with them, and your content solves their problems. You can add further value to their experience by refurbishing old, yet well-performing content pieces into “how-to” articles and offer an expert opinion. You could combine the two objectives or use either separately.
A study done by Orbit Media concluded that the most read form of content are “how-to” posts. So, whether it’s a lead generation guide/ebook, a webinar that went well, or a blog that’s old but continues to perform, there are endless ways to optimize that brilliant content of yours.
Reach Out to Influencers
This is something you might or might not be doing. When influencers receive a request related to what they already know, it can significantly enhance the shareability of your content. Reach out to influencers with your content and request them for a quote or opinion. But remember to add value every time you're talking to them.
Once you’ve got their two cents, add those to the content and mention their name and link to their profile or website. This is where you also need to ensure that your content is not only valuable to the influencer but also to their own audience or network. After all, that’s who they influence on a day-to-day basis. Influencer outreach, when done right, can quickly improve your content marketing strategy. But it should be done with the purpose of building long-term relationships so you can keep working together.
Our tip: Influencer outreach is all about personal touch. So, be personal and avoid selling hard or automating the process.
Optimize Content on the 2nd or 3rd or Page of Google Search Results
Ever noticed pieces of content just won’t move up in rankings no matter how good the content appears to be? This can happen especially with blogs. While it may not always be best for your blogs to hit the first page if they aren’t ranking for the right keywords, it sure is worth taking a look into those on the second and third pages of search results if those are ranking for the keywords that are important for your brand.
Extract a list of all those you’d like to improve and identify a few ways you can do that. Should you refresh your keywords or add new ones? Should you add a touch of multimedia? Maybe the content is not interesting in how it’s presented but it’s informative. Could you experiment with a new take on the article? Once you’ve identified how you can optimize that piece of content, hit the keyboard.
Tying It All Together
Our tip: It probably won’t happen overnight!
Once you’ve applied some or all of the above tactics, you’re sure to see the content moving in the right direction. Adding unique data points, adding stellar multimedia that aligns with good user experience, taking another look at your video marketing efforts, and filling in the content gaps, etc. can help you make bold strides in the direction of improved value from existing content. Content is the key to establishing your brand and helping you reach a wider audience. It’s never too late to make changes to improve.