Author: Sam Thomas Davies / Source: Jeffbullas's Blog You’re probably aware that content marketing is an integral part of SEO today. Wit
With it, you can improve your brand’s online visibility and generate 3 times as many leads as traditional advertising (and at a fraction of the cost).
But not everyone is profiting from it…
According to a recent survey, only 30% of B2B marketers say their organizations are effective at content marketing.
Plus, 55% say they are unclear on what content marketing success or effectiveness looks like.
If you’re part of that statistic or have been struggling with your content marketing efforts, recently, I’ve got your back.
In this article, I’m going to show you six under-utilized content marketing strategies that will help you generate more organic traffic, improve your conversions and introduce your brand to new audiences.
Let’s get started.
1. Perform a content audit
In today’s content-driven world, many business owners are cranking out more content in a bid to outrank their competitors.
But in doing so, they’re overlooking an important fact:
Not all content serves your website.
If it isn’t high-quality or optimized correctly (on-site or otherwise) your content might be hurting your domain authority (or worse, affecting your rankings).
The solution, then, is to perform a content audit.
A content audit is a careful look at your website’s existing content in order to make sure that it’s doing what you want it to do – driving the right kind of traffic, containing the right kind of keywords, and improving conversions.
While auditing your site’s content might not fill you with enthusiasm, the results that come from it might…
In an interview with Pat Flynn, writer Todd Tresidder revealed deleting a third of his content tripled his traffic.
And he’s not the only one.
When Nick Loper deleted and consolidated 650 articles on his site, he boosted his organic traffic by 65%:
To perform a content audit of your own, login to Google Analytics, go to “Behavior > Site Content > All Pages”, and do an 80/20 analysis of your content.
Ask yourself, “What is the 20% of content that is producing 80% of the traffic?”
Optimize that 20% by adding additional keywords or a content upgrade (more on that in a moment) and improve or remove the 80% that isn’t producing any return.
To learn more about how to conduct your own content audit, read Everett Sizemore’s thorough article on the subject.
2. Relaunch old content
We’ve all been there:
You write an epic blog post, hit ‘Publish’ and…
No comments. No backlinks. And no influx of organic traffic.
If that’s ever happened to you then you might consider doing what Brian Dean calls a “content relaunch.”
Inspired by a HubSpot post, Dean revisited a blog post that dropped in the SERPs (search engine results pages) and improved it by updating its images, restructuring its copy and adding a case study.
The results were remarkable:
It’s not always necessary to create new content; often, you just need to improve what existing content you have.
Here’s how to do that:
Go back into your Google Analytics and view your lowest-performing content.
- Is any of it re-launchable?
- Could I rewrite, update or improve any of it?
- If so, how? Could I update its images or stats, or add a case study?
Often, it’s the marginal improvements that yield the maximum results.
3. Repurpose your most-popular content
It’s a common trap many business owners fall into…
They write a blog post, hit ‘Publish’ and then move onto another without considering how they could maximize the reach of their content.
That’s where content repurposing comes in.
As the name suggests, content repurposing involves taking existing content and adapting it for other platforms to reach new audiences and create further link-building opportunities.
With so much content being published every day, people are bound to miss a blog post…