Content marketing is not easy. Producing high quality content for your audience takes a lot of time, energy, research, and money.
As a result, you want to make sure that the efforts of your content marketing campaign are effective, by bringing positive results that help your business work towards your online marketing goals.
With this being said, there is one major technique you can utilize today which will drastically improve the effectiveness of your content in terms of:
- Click through rate
- Page views
- Lead generation
- Search engine rankings
So what is this technique?
Upgrading your content!
Upgrading your content!
In this article, we will talk about the importance of upgrading your web content, how effective it is with real world examples, and some easy ways that you can upgrade your existing web content to get more visitors to your site, generate more leads, and improve your SEO.
Why is it Important to Upgrade Your Content on a Consistent Basis?
Improving your content consistently helps you to:
- Increase the amount of terms you are ranking for
- Satisfy your user intent better
- Generate more search traffic
- Appeal to a wider audience
- Rank better than the competition
- Keeping it updated with correct information
To show you just how important updating your content is, here is a clip from Neil Patel from his series “Marketing School” with Eric Siu:
Both of these guys are content marketing legends, with well over 20 years combined experience in the industry, multi-million dollar businesses, and thousands of satisfied clients. To put it bluntly, if these guys are talking about it and doing it, so should you. Period.
To summarize this video, Neil says that upgrading blog content is one of the most important things you can do in 2018 to improve your content marketing efforts. On top of that, both conclude that less than 1% of all content marketers are actively doing this in 2018.
Eric later goes on to list how through repurposing his old content, his team was able to more than 10x the traffic to one of his top performing pages in just a few short months.
If you already have web content created that is performing well, but has room for improvement in terms of traffic generated, keywords, rankings, value brought to visitors and more, upgrading your content is a cheap and far more effective alternative to making new content.
This is one of the most overlooked tactics in the content marketing industry and it can make a massive difference in the effectiveness of your content marketing strategy.
1. Increasing Your Search Engine Visibility
When it comes down to it, generating more website traffic should be one of the main goals and metrics of your content marketing strategy.
Therefore, it goes without saying that if upgrading your content can improve on these metrics, it is a necessary tool to have in your content marketing tools list.
Becoming a content upgrade pro, you can improve the effectiveness of your content by multiples of 2, 3, 5 or more.
2. Satisfy Your User Intent Better
Your users want quality content. They also want up to date content.
There is nothing worse than searching for something like “how to upgrade my blog content” and seeing results from 2014 in the top 3 spots.
Sure, while for some evergreen posts, a lot of the content will stay the same over time, there are still a lot of dynamic statistics and schools of thought which continually change throughout time. You want to make sure that as things change in your industry, you keep your audience in the look by updating your content.
3. Generate More Search Traffic
This comes as a combination of the first two reasons why updating your content is important.
First, by adding more keywords you want to rank for, and including more relevant content for the intended user, you will automatically begin to rank for more phrases and higher for the ones you are already ranking for.
Second, by satisfying your user intent better, you will keep people on the page longer, sending great signals to Google that your content is high quality and relevant to your search terms. This will help you improve rankings over time.
4. Appeal to a Wider Audience
Perhaps you wrote an evergreen piece of content that was meant to appeal to business owners, but it has mainly attracted a difference audience. This could potentially be a signal that your audience is wider than you think.
Utilizing the Search Console and Analytics data from your site can be extremely helpful when deciding which content to update, and what to update it with.
Adding new information helps your audience find the answers to their questions in one place by applying tips can drastically improve the width of your audience.
5. Rank Better than the Competition
Ever see an article on the internet that you just have to ask, “why does this rank higher than my content”?
You and me both. A lot of the time, this has to do with just a few sentences or paragraphs in their content that address a very specific question. Other times it is a result of them having more domain authority.
While this can be discouraging to some, if anything, it should be encouraging you to continually improve your content because it shows you how much room there is to fill the content gaps in your industry.
6. Keeping Your Content Updated with Correct Information
Updating your content is very important for keeping it up to date on what is going on in your industry.
On top of this, you should update your content consistently in order to get Google to notice your post and re-index it.
While you can manually index content on Search Console, there seems to be a correlation between the frequency and quality of updates to content and improvements in their rankings.
How Do I Know Which Content to Upgrade?
When it comes to making the right content upgrades, you want to make sure that you choose the right pieces of content to upgrade. So what should you look for?
First, look for pieces of content that fit the following criteria:
- Generate a large portion of your site traffic
- Are older than 3 months old
- Drive more leads than other content on your site
- Have room for improvement and can be elaborated on
- Have a high bounce rate
- Have low time spent on page
To find these various characteristics, you should analyze data from Search Console and Google Analytics.
Upgrading Your Best Content First
In order to make the most of your content marketing efforts, you want to upgrade content that is performing the best first.
Well, while they say, “don’t fix something that isn’t broke”, this is not the case with blog content. In fact, it is quite the opposite. If something is performing well on your website, chances are it can always be tweaked to do even better. The same goes for your best content.
If people are already coming to a certain blog or page more than others, that is a great indicator for the value it provides and the need for your content.
These are the signals you want. It can take months to produce a piece of content like this, so when you create a high converting piece of content, you want to make your best effort to continually improve it.
While initially, it may make sense to improve some of your worse performing content first, this is not efficient. Often times, a majority of blog posts are written for search engines and not people.
In fact, a study conducted by Hubspot showed that only 1 in 10 blog posts become smash hits. But, that 10% of blogs drive 6 times more traffic than the other 90% over the course of their lives.
This 90/10 ratio shows exactly why updating your best performing content on a consistent basis is absolutely necessary to the success of your content marketing strategy.
Easy Ways to Upgrade Your Content in 2018 (and Improve Your Traffic and Conversions)
These are some of the easiest ways to upgrade your web content in 2018. These simple tips can help you improve your web traffic, and net better ROI from your content marketing efforts.
1. Add an Infographic
We are all visual learners to some degree. There is something about a visual aid that makes something more relatable, easy to digest, and shareable.
In fact, a study by Hubspot found that 65% of people say they can recall visual information 3 days after reading it, versus only 10% of people who just read it.
In this same report, 41% of marketers reported that infographics were the most engaging forms of content.
As far as shareability goes, content with infographics are 3 times more likely to be shared on social media than content without infographics.
Blog posts with just one image are shown to get 94% more views than those without.
51% of B2B marketers placed infographics on the top of their list. This is partially due to the fact that people are 323% more likely to follow instructions that are presented in a visual format.
If this doesn’t make the argument for a visual form of content being added to your blogs to upgrade your content, I don’t know what will.
On top of all these statistics about infographics, you need to understand how they can be leveraged to build backlinks and social shares.
Backlinks are one of the most important ranking factors in Google’s algorithm. They help to establish your site as a trusted source and connect it to other high traffic sources of authority in various industries related to yours.
You can use infographics to generate backlinks by taking them and sending them to people with relevant articles in the space. They can then use your infographic on their site if they agree to link it to yours. The same approach works with social shares.
2. Add Sections that Answer More FAQ
If you find that people in your audience are asking even more questions about your subject matter than you answer in your blog, it is time to add them into the mix.
This is a topic that really deserves its own post to give it justice, so we made this awesome guide to how to find what questions your audience is searching on Google.
Basically, you want to think of or find any question related to your topic that your audience is asking, and answer it to the best of your ability.
Often times, when it comes to upgrading your content in this way, we recommend that you answer these in a few sentences or paragraphs, and then link a new article that touches on the subject in full depth to the page.
This helps to keep the content on point, not super long, and build up your internal link profile, which is another essential element in generating organic search traffic on Google.
3. Go Into More Depth
Often times, you can easily upgrade your content by adding more in depth information to your sections.
This can include adding things like:
- Case Study Findings
- Tips and Tricks
This will give your content a feel of uniqueness, on top of helping your audience to find answers to their questions.
You should always aim to deliver value with your web content, and you can continually do so by updating your content to be in depth and touch on things that other people in the space seem to shy away from.
4. Add a Video
If you keep up with any of our blog content, you are probably aware by now that 72% of all global search traffic in 2017 was video related.
This number is expected to jump to as high as 80% by the end of this year. And while the numbers aren’t in, we can be positive that this trend of people preferring video over blog content will not go anywhere.
Video allows another channel for your traffic to come from. It also helps build your brand awareness on platforms that are not native to your site. Lastly, it helps to simplify the process of guiding leads through the sales cycle and converting them into customers.
In fact, studies have shown that 4 times more people would rather watch a video review of something than reading one.
On top of this, 51% of content marketers have reported that video marketing has the highest ROI for their industries.
64% of users report making a purchase after watching a video about a product or service. Video content has been shown to generate 1,200% more shares than blog content and images combined.
Video on services pages can increase conversions by 80% or more, and video has also been shown to increase the chances of ranking #1 in the SERPs by over 50%.
5. Add Links to Related Articles
Naturally, if people like one of your pieces of content, they will probably like some more of it and be willing to explore it.
On top of this, it is important to display related information in other blog posts within your pages in a visual way in order to ensure that people will investigate them further.
Adding internal links to your existing blog posts is one of the best ways to upgrade your content quickly and easily.
Doing this will not only help your users, and help you to get more clicks and traffic to your site, but it will also help Google begin to build a map of your site structure and content.
On top of this, if you use them right, links can be a great way to help rank your content for more keywords, by using keywords you want to rank for in the URL which links to the related content.
Why You Should Be Focusing on Content Upgrades in 2018
Hopefully by now it should be plain to see that making content upgrades is one of the easiest ways to get your content to rank better in SERPs, garner more traffic, and generate more leads in 2018.
In order to focus on this, you want to make sure that you put the right time and research into discovering your best performing web content to optimize first.
From there, you want to optimize this content in ways that make it more likely to rank and perform well in Google search. These include:
- Adding infographics
- Answering FAQ
- Going more in depth
- Adding videos
- Adding internal links
Upgrading your blog content should be one of your top content marketing priorities if you have been producing web content for some time now, and are looking for ways to generate more leads through content marketing.
It has the best ROI, is easier than producing new content, and allows you to uncover more data about your users and audience.
Lastly, it is actually pretty fun once you get into it.
We hope this blog helped you to understand why upgrading your content is important! If you have any questions, please feel free to leave a comment, or reach out to us on the contact page, or even tweet at us on Twitter @poofnewsales. You can also reach out to us on Facebook and LinkedIn.
We always love hearing feedback from our audience, and want to be able to serve you as best we can. Constructive criticism, questions, pointers, and anything else is welcomed here!