Typically, I look for content optimization opportunities that sit within two lanes:
For the former, the biggest opportunities are those ranking on page two or three for critical keywords. I use data from Google Search Console, Ahrefs and various other sources to identify these.
Using a scoring system, I analyze each opportunity based on volume and keyword difficulty (KD) to evaluate how quickly I can improve results.
Each piece of content then goes through an evaluation process. This starts with the content asset itself, identifying areas that are outdated, gaps that need addressing, and ways the content can be improved for depth and originality.
I compare each article against my content competitors. I analyze top-performing articles, what they have in common, and their weaknesses. I usually score content competitors against three categories:
- Content Competition: How comprehensive is the content? Does it include proprietary assets I don’t have access to? What can I add that they can’t?
- Backlink Competition: How many domains are linking to them? How fierce is the competition?
- Content Opportunities: What do I need to create the best piece of content on this topic and overcome the competition?
Clearscope is another tool I use at this stage, which provides data that drives what information to include in my updated content.
Re-distributing content is a critical part of the optimization process. However, backlink acquisition is not always necessary. If my content provides a better experience (and is more comprehensive in nature), then it’s possible to beat the competition simply by making my content stronger.
In fact, this is exactly what I did for another client that was stuck at the bottom of page 1 for a competitive broad term in the marketing space. After updating the content and optimizing it for this specific keyword, we ended up increasing organic traffic by 47%.
With my optimization opportunities revealed, I create a content brief to define my goals and create a detailed outline.
I use the data uncovered in the previous step to direct my content outline, ensuring it covers all bases while providing an original and value-driven narrative.
I do this by collaborating with subject matter experts and content creators. They lend their insights, expertise, and stories to provide a fresh perspective. This journalistic approach to content creation builds credibility and helps distribute content through existing audiences.
On top of optimizing individual blog posts, I keep an eye out for content with overlapping topics. As part of the auditing process, I group together content that covers similar themes.
I look at each blog post through a discerning lens. I check my analytics data to see how it’s performing across the entire funnel. I check in with other teams to uncover the content that makes up their own toolkit.
The second optimization lane involves taking a conversion rate optimization (CRO) approach. These are identified by identifying content assets that are generating a high amount of traffic but can be improved for conversions.
I find the perfect balance between my offer, CTA, and the placement. I take my audience into account and consider crafting tailored offers or lead magnets for individual articles.
With my content polished up and updated, it’s time to promote. Content distribution is key, but there’s no point in wasting time on ineffective channels just because they exist.
I start with people who shared and engaged with the original piece of content. BuzzSumo is useful for uncovering these individuals.
How To Make Corporate Training Videos at Scale
How To Create Compliance Training Videos in 5 Easy Steps
17 Training Video Templates You Can Duplicate Now
