How do you update content to reach more people?

Once you’ve clarified your content strategy, target audiences and campaign goals, look back at what you’ve created. Ask, is our content: - Up to date? - Optimized for search? - Evergreen? - Targeted to the right audience? - Inclusive of a CTA? - Aligned with the intended stage of the customer lifecycle? Track your audit with a spreadsheet, with: Title URL Meta Keyword Persona Lifecycle Stage CTA Gated/Ungated Date references KPI: Unique views KPI: Time on page KPI: Bounce rate KPI: CTR Keep/Kill/Refresh Notes Then: - Repurpose any content that meets all requirements (Keep) - Remove any content that is outdated, inaccurate or has performed poorly (Kill) - Update any content that, if optimized, might hit performance targets (Refresh)

Add structured data Register on Google Search Console and Bing Webmaster Tools; submit XML sitemaps Sign up for Google Analytics; track site speed and performance Incorporate your target (and associated) keywords in the most relevant parts of your site, avoiding keyword stuffing and cannibalization Create short URLs, with primary keyword Add alt text to images Add outbound links to authoritative sites and inbound links to related parts of your site Noindex, Nofollow pages you don’t want crawled Continually audit and keep/kill/refresh based on accuracy, timeliness, performance, etc. Continually monitor for and fix crawl errors and broken links Build backlinks by guest posting and appearing on/in podcasts, online publications, etc.

To improve engagement, you need to: 1. Track performance against the right KPIs: - reach - impressions - audience growth rate - engagement rate - amplification rate - virality rate - social share of voice - social sentiment - net promoter score - click-through rate - conversion rate - cost per click 2. Conduct continuous social listening (using Brand24, Meltwater, etc.) 3. Create, facilitate and monitor online communities 4. Survey your social media followers 5. Survey your subscribers, customers, leads and cart-abandoners 6. Survey your influencers and brand ambassadors 7. Adjust copy, design, interactivity, content types, platforms, publishing and distribution methods, times and cadences, campaign targets, etc., accordingly

Updating your content for authority could be as simple as adding a quote from another subject matter expert to an old blog post, and leading a new social media post with that quote linking to the blog. It could be as expansive as taking 10 blogs, asking 10 SMEs to share their thoughts on the topics of those 10 blogs, and weaving them together into one resource - whitepaper, ebook, guide, whatever you want to call it. Integrating SMEs who are your customers, clients, partners, friends, whoever - it adds an extra layer of credibility to what your company has to share with your audience.

High search rankings don’t last if the SEO content doesn’t provide value. Though more users may visit your site, they’ll leave quickly, feeling disappointed or even betrayed by your failure to deliver on your promise (to speak to their needs and goals). These users won’t convert. They won’t buy anything, and they most likely won’t return. They are wasted opportunities. - Use A/B testing tools and conduct usability tests to verify which site features drive the most conversions or keep users on the longest. - Employ and leverage learnings from eye tracking tools - Use feedback widgets that provide actionable insights based on user behaviors - Solicit on-site feedback, with participation incentives

Updating your content to reach more people is way more than just ongoing SEO. (Not to say that isn't important, and isn't a strategy worth investing in for many businesses.) Maybe that's a hot take. Repurposing to share content on additional channels, remixing it to a different voice and tone to attract additional audiences, creating zero-click content native to social media platforms...it's all important, and it's always important to think of "content" more broadly than just SEO and blog posts.

Adapting and rejuvenating content is pivotal for capturing newer audiences and staying relevant. Steps to Enhance Content Exposure: ✅Audit Existing Content: Identify outdated facts or data. ✅Target Updated Keywords: Adapt to current search trends. ✅Improve Visuals: Add updated infographics, images, or videos. ✅Incorporate Feedback: Use audience insights to refine content. ✅Promote Relaunched Content: Leverage email marketing and social media. To achieve sustained content success, it's not just about creation but consistent evolution.