Content ROI: Ways to improve old content to drive sales into your business

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You’ve been creating content for a while, and you continue to create all this new content but what about your old content? The content that is being forgotten?

How can we get more from the older content that you worked so hard on?

In this episode Chris shares with you tips to improve your old content to get the most ROI from your work.


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When you’ve been creating content for a while, oftentimes it feels like you’re creating blogs and videos and podcasts and every new episode or new blog that comes kind of piles down on top of all your older content. That older content becomes a distant memory.

I think that could be quite frustrating for a content creator because the idea obviously is that you want this content to be evergreen, right? I’d follow you to your audience over a long period of time. I think a lot of the advice that we get from marketers is that we need to be consistent. We need to be putting content out there frequently. I don’t think it’s accurate, but it depends on the context.

I don’t think it’s the whole picture. I don’t think that we should be creating content frequently for a lot of different reasons, but let’s focus on this specific situation.

You’ve been creating good content for a while and know that each blog or video or podcast is podcast, your old content can kind of, like becomes a little bit more distant and a little bit more forgotten about.

Now, even though organic search results is a great thing to strive for, right, evergreen content, content that’s being published years ago is still driving organic traffic and organic results. It’s probably not going to satisfy you forever and it’s still something that you typically want to rely on, sorry, typically only rely upon either.

You want to get more from your content. Leverage your content more. Get more value from it. I’m going to share with you a few tips on how to get the most from your content, most from the content specifically that you already have so that you feel like all that time and effort that you spent creating that content is actually driving value into your business. It’s much more worth it. In other words, you really develop an increase in ROI for that content so there’s lots of ways to do it.

Let’s pick out maybe eight or nine things that you could do but first thing we need to do is make an assumption that the content that you have created is content that is helping your prospects to make a buying decision.

It’s content that fits into the buying process for the products or services you offer, that’s helping your prospects, that content’s helping your prospects to move through that process. That’s the first big assumption that I want to make here because that’s the content that we teach is a content that I think is the most important content if we want to get traffic leads and sales from our content is that we look at our buying process. We think about how this content help a prospect to move through that journey and allow them to do their research. That’s what we want.

So here’s like eight, nine things I think you should do.

On your website, make sure you have other related content that’s relevant to the piece of content that someone’s actually reading at the moment or watching at the moment and you’ve got this relevant content at the end of the page. You’ve also got this relevant content drip through your content, as well, so it can be links to other related questions, other related like things that go through the natural line of questioning, like if you own this blog, you probably want to read this blog or if you listen to this podcast, you probably want to watch this video, whatever it might be.

Or it maybe addresses some of the problems that someone might be at that stage, as well, so you’re kind of leading them along the way. You’re basically joining up all of your content together so that it kind of makes sense. It’s not a fast, easy thing to do.

Number two, take your content and for a particular product or service, and build a bind guide for that product or service. You could take some of the blogs, videos, podcasts you’ve already done and make it into a guide and you make that guide available to your prospects. They can download it and then use it to help them make a great buying decision for whatever it is that they’re looking for. So bind gate’s number two.

Number three, you could also just more generally take your content and maybe you’ve got series of content that would be ideal designed and wrapped up into a useful resource for people to download and use, as well. I don’t know what that could be, but it could just be like around a specific problem or a specific question and maybe you’ve got a series of articles that would answer or solve that problem and that could become a handy resource for people.

You could also take your content and use it as part of an orientation or some sort of onboarding email sequence. So say someone does download something from you or makes an inquiry or somehow you get an email address and whatever part of the buying journey, you can use your blog articles because you’re an expert in your thing, in your service or your products, you could that email, you could take that person’s … and sort of protect their journey. Take your content, your blogs, videos, podcasts, whatever it may be, and say, “Look, these are the blogs and podcasts that you should be reading,” and then you can drip them out to the person over a period of time that helps them in that moment or in that stage of the buying journey.

Number five, of course, you should have some kind of automation regularly tweeting out your content to your audience. There are best practices around this. Some people would disagree with it. Some people will agree with it. But the one thing that I know for sure that works is if you can get the right schedule and the right frequency and it’s not going to overload people but kind of keeps your content going out there then it’s definitely the right thing to do. We use Meet Edgar for this, but there’s many applications that do exactly the same thing, where you can put all your content into a library and you can design a schedule so it just automatically tweets out and puts your content out on different social media platforms. Definitely want to be doing that, as well.

Number six. If you’ve been using categories on your website, you can start to organize your content in a way that is much easier for your website visitors to find and use. So one of the more biggest frustrations for all website visitors is trying to find what we’re looking for quickly and easily. Now that’s something you can, something like a learning center or some kind of content library and that’s like the opposite of like what a blog would typically be, which is kind or organized in date order. Nobody’s looking for anything in date order. They’re looking for things in I want my question answered order in this buying process so we have to protect, what’s the buying process? What stage of the journey are they at? And then put your content in the right place that they can find quickly and easily. You could also take that into different pages.

You could have a problems we solve page, that’s just got content that’s related to the main problems that your prospects and customers have. And it’s just that content. You can also do the same for a FAQs page, as well, which could just be the blog content or video or podcast content that you’ve created that really deals with your most frequently asked questions and put that on a page. So nice and organized. Nice and easy for people to fine.

And then you could also go back and leverage your top content by adding a video to your top content. So go back, find your top performing blog content, add a video to it or if you’ve got top performing videos, maybe add blogs to it, whatever. Go back and add more to that thing or add a different medium to that thing. I think that’s real important that you can do a lot to your older content.

There’s often times the case where you can go back to your older content and change and adapt and make it better because of the learning that you’ve done over the weeks, the months and years of creating new content, you can go back and apply those lessons to your older content, as well. So we definitely shouldn’t ignore or forget about our older content and if you’re currently frustrated about the fact that you’ve created a lot of content, but you’re not using it well enough, then there’s possibly something in here today that you can take and use in your content strategy.

But I think in short or in conclusion, I guess, is that new isn’t always the best option. So we should do more. Sometimes we should do more with what we have already and I think it depends on the time. But I think you could be doing both, but there’s some times where you have to stop and say, “Are we making the best use of what we actually have here? Could we make it better? Could we make it easier for our prospects to find things quicker?” Our visitors to our website, for example, to find things quicker and easier.

I hope this gives you something to go on. I hope there’s at least one idea here that you can take and get value from.

If you have any thoughts, ideas, or questions, you can email me. or you can tweet me @chrismarr101.

Let me know what’s on your mind. I’d love to hear from you.

Until next time, don’t forget to be awesome.

We would love to have you as part of our Facebook group. Head over to Facebook, search for CMA Facebook group. Click the join link and I hope to see you in there. Don’t forget to be awesome.

About Nicola Crawford

Marketing PA at the Content Marketing Academy.
In business, I believe in people first.
Mum to two crazy kids, Alaina and Morgan.
Green belt in Shotokan Karate.
Always learning, always growing.