Do you know what grinds my gears?
Content agencies (AKA content farms) that talk about volume and pumping out the blog posts.
You know what? If your audience isn’t engaging with your content it doesn’t matter how much you pay an agency to churn out in terms of volume and how many coffees they consume to create the content. Chances are its just words on the page and any caffeine created buzz has been well and truly flat-lined in the attempt to churn and burn word count.
To work smarter and not harder, here’s a little tip… look into your Google Analytics archives.
First of all, find the content that ranks with high page views, you may find the conversion rates are low but that’s ok.
Next find the historical content that has high lead conversion but low page views.
Look at the two and do a little scratch remix with each to optimsie according to the key words that are engaging your audience and the keywords that are converting you audience to subscribers/leads/ customers.
This way you’re doing the magical art vs science approach of SEO meeting content marketing.
You’re creating the content (content marketing) and making sure that it’s in the search path of those looking for it (SEO).
Give each post a once over and make sure the content is fresh and up to date (Google loves fresh stuff… no stinky old cheese please).
Republish with today’s date and viola!
Watch your GA stats climb and conversion rates tick over.
Keep this in your secret stash to add to your content calendar on a regular basis along with your fresh posts.
Remember, historically optimsed content can’t be your content strategy, but it can be a considerable part of it with very high value.
Content marketing is a verb … keep doing it!
But quality over quantity wins every time.