How can you optimize your existing content inventory?

Here's how to optimize content: Focus on your most important pages first. Check their performance in GA & GSC. Review inbound and outbound internal links + backlinks. Decide on the repurposing potential. Build a calendar for content optimization. Stick with it.

To #optimize your existing #content, start by evaluating how each piece is performing. Update and improve outdated content, paying attention to on-page SEO and ensuring mobile-friendliness. Combine related content and add internal links for better navigation. Enhance user experience by incorporating multimedia and focusing on readability. Don't forget to promote and repurpose content, and extend shorter pieces when relevant. Continuously monitor your content's performance and plan updates with a content calendar. These efforts will help improve your content's value and visibility.

To optimize your existing content inventory, focus on updating outdated information, improving SEO keywords, enhancing multimedia elements, and promoting content through various channels for increased visibility and engagement.

For me, Content auditing on time is the best way to optimize the existing inventory. Repurposing for better SEO and updating the content will give a better result.

To effectively audit your content, leverage tools like Google Analytics and Screaming Frog to assess aspects like relevance, quality, and SEO performance. This analysis will highlight your content's strengths and pinpoint areas for strategic enhancement.

Another step to consider when optimizing your content is your link architecture. Crawl your website to see how your pages are linked. Audit and edit your internal links Discover orphan pages. Optimize link flow. Make sure that: High-ranking pages are linking to (relevant) pages that need a boost. Important pages get enough inbound internal links. Audit your anchor texts – are they short, specific, and optimized for the page they’re linking to? Do you have pillar pages? If yes, then keep the cluster articles within their pillar and don't link too far out of it. Pour all the link juice of your pillar page into your most relevant service page.

Categorize content according to user intent, differentiating between informational, transactional, and navigational content. This approach allows for a customized optimization strategy that aligns with the distinct user requirements associated with each content type.

Die Vorteile einer Content-Matrix sind vielf?ltig: Erstens erm?glicht sie eine gezielte Planung neuer Inhalte, indem sie zeigt, welche Bereiche noch nicht ausreichend abgedeckt sind. Zweitens f?rdert sie die Wiederverwendung von Content, indem bereits vorhandene Ressourcen effizient genutzt werden. Drittens verbessert sie die Zusammenarbeit im Team, da alle Mitglieder eine klare Vorstellung davon haben, welche Inhalte bereits existieren und welche in Planung sind. Insgesamt tr?gt die Content-Matrix zu einer effektiveren Content-Strategie bei, die die Bedürfnisse der Zielgruppe besser erfüllt und die Effizienz im gesamten Prozess steigert.

What really works when optimizing content is aligning your page with the searcher's intent. Search results are ranked based on how relevant they are to the user and the 1st page is Google’s attempt to satisfy the search intent. How does your content compare? Look at content type and format. Do you have a how-to page, when the SERP favors listicles? A blog article that should be a landing page? Browse the sub-topics. Do you need to add sections to address all the related questions people have? What is your content missing to really help the searcher? Are you answering their information needs as clearly and quickly as possible?

Beyond the optimizations that you will identify in your analytics platforms and measuring against your objectives, are the ones that your sales team will help you action. Sync with your sales teams and cross-match pieces you have identified for updates versus the content that is performing highly in sales enablement strategies. Combining this with direct feedback from your sales team will help guide necessary updates to improve performance. This could include a wide scope of changes, such as one-pagers based on content, topics to cover, or the pain points and competitive features to prioritize. Making these updates will ensure your content continues to drive value for your teams, and can also inform your future content creation.

Perform keyword research for fresh and pertinent keywords, seamlessly embedding them into the content to enhance visibility and alignment with current search trends. Regularly review and refresh the content with up-to-date information and statistics to uphold credibility and relevance. Enhance user engagement with scannable, visually appealing content and bolster SEO by incorporating internal links to relevant pages on the website.

Regelm??iges Aktualisieren von Content ist der Schlüssel, um die Konkurrenz zu überflügeln. Indem du bestehende Inhalte kontinuierlich aktualisierst, zeigst du nicht nur Aktualit?t, sondern demonstrierst auch, dass du am Puls der Zeit bleibst. Google liebt frischen Content, was deine SEO verbessert und dir einen Vorsprung verschafft. Du kannst Trends aufgreifen, neueste Informationen einbinden und deine Inhalte an aktuelle Bedürfnisse anpassen. Das zieht nicht nur bestehende Leser an, sondern gewinnt auch neue dazu. Deine Seite wird so zu einer verl?sslichen Quelle für top-aktuelle Informationen. Durch regelm??ige Pflege bleibt dein Content relevant und erm?glicht es dir, die Spitze deiner Nische zu erobern.

Content repurposing, while a driver of content ROI, still takes time and resources, so be sure to identify and prioritize your key content pieces for this strategy. Once you have identified these key areas, leverage lead intelligence to find the formats that resonate with specific buyer segments you are looking to engage. This will help to ensure that your efforts yield the performance you are looking for. Another powerful strategy for repurposing content is to leverage both internal and external thought leaders in a new format (current clients, for example) to add additional insights to a topic you have explored in the original piece in a webinar. Partnerships can be a powerful pull for broadening the reach of your content.

Instead of treating repurposing as a fourth step, make sure while planning the original content, think about your audience and various channels that are appropriate and create various formats for it.

Customize current content for diverse geographic regions or target audiences by including local keywords and cultural allusions, rendering the content relatable and enticing to distinct user segments.

Every episode of our video podcast is a source of numerous multimedia content items. Create once, distribute forever right? Here’s how we chop our content: ?? Audio is our biggest source of (repeat) content consumption. We have (way) more listeners than YouTube viewers. All organic. ?? We publish our full video episodes on YT, but we’re chopping them up in various snippets for social media, as in-channel value contribution. ?? I’m writing about every interview. Not just as a summary of the talk, but to add a more personal standpoint: 'this is what I learned', 'this really contradicts my personal belief'… The article gets turned into multiple social media posts; again to provide in-channel value to our ICP.

In my experience repurposing content is by far the best way to be “omnipresent” on feeds in various formats on various platforms. Not only does repurposing help with being present on various channels in various formats, it also allows us to highlight and showcase your content that has repeat value very effectively. Evergreen content also has a great repurpose value.

Brush up, prune, and add content to your evergreen pages. Check outbound links, visuals, alt text, title, and metas. If you have duplicate content, by all means, fix it. But also look into cannibalizing pages, ranking for the same queries. Merge them. Optimize existing pages Content doesn’t always age like fine wine. Any page with the year in the title or the meta, for example, has to be revisited. Update old content Refresh evergreen content Clean up ‘duplicate’ content Outreach again

I’m a big fan of the ‘create once, distribute forever’ philosophy. Firstly let’s get rid of a common misconception that this is lazy. Good content repurposing takes creativity as well as a good understanding of what adds value and what is actually counterproductive. And to be honest, we’re still learning how to do it really well. We create multi-media, but also distribute multi-channel. Meaning we post different formats from company socials and personal social media accounts throughout the month, turn well-performing pieces into ads, we optimize the blogpost for SEO, enclose snippets in our emails, invite partners to share episodes on their social media and obviously we send video snippets to our guests.

The goal of this measurement is to understand the efficiency of your content. It helps you identify what content resonates with your audience and what needs improvement. You can use analytics and reporting tools to delve into engagement metrics like views, likes, shares, and comments. Solicit feedback and insights from your audience. Establish KPIs and benchmarks to measure your content's success over time. Calculate ROI by comparing the value generated through your content against the resources invested. This approach enables you to optimize your content inventory, create a content optimization plan based on successful strategies, and schedule reviews to ensure your content remains engaging and relevant to your target audience.

O monitoramento constante do conteúdo também vai te ajudar a definir quais conteúdos e quando precisam ser atualizados e otimizados. é importante manter esse processo constante em seu trabalho.

The aim of this evaluation is to gauge the effectiveness of your content, enabling you to discern which content connects with your audience and where enhancements are required. You can leverage analytics and reporting tools to delve into engagement indicators such as views, likes, shares, and comments. Additionally, seek feedback and insights from your audience to further refine your content strategy.

I do all the categorizing, managing and repurposing the content on Google Drive which makes it easy for me to copy my content docs or merge them. This makes a fantastic way of laying out the content in a way that one can streamline it properly and also keep tabs on the same. I have successfully repurposed content using this platform.

First, before a content audit, it is important to ensure your product information is organized and well mapped out. Having organized and consistent product information can rapidly increase the speed for which content can be audited, optimized, or developed. Second, is understanding the top 5 features of your products and how they stand out in the market. These features and your messaging for why the product stands out, is the information you want to build your content strategy around. Lastly, once you have the information above dialed in, then it becomes much easier to audit, optimize, and craft your content. That gives you the core of your content, and the rest is a matter of market research and analysis to inform your next steps.

Consistency in your product content is also very important. Delivering clear, accurate, relevant data and key features lead to a better customer experience. The customer is more confident when browsing your catalog and far more likely to return than if your content appear patchwork.

Intentional content creation that is data driven as well as at the same time “new” is what we seek to see. Content that feels like - Someone that is talking to me, saying exactly what I want to hear, knows where to get me (which platform + format), is easy to engage with (interactive buttons, quick replies, etc.) is very likely going to meet its audience well.