5 Tips to make your content marketing more successful

Content Marketing is a boon if tackled correctly and strategically. It calls for high quality and frequent updation for it to be successful. Very often when we think of content marketing we restrict to Blogs but that is not the case. Adding written content to the website and social media platforms artfully so that the most relevant and popular keywords are connected is the most basic and important requirement. This helps in increasing the visibility in search results and bringing the website on top searches which in turn increases the traffic to the website with relevant browsers.

Today we bring you 5 tips to make your content marketing strategy even more successful:

 

1. Understanding the audience:

This is the first and foremost important aspect for a successful content marketing strategy to be successful. Understanding your audience gives you a perspective on their needs and demands and a guide to design the content marketing strategy around. What to write, how to write are addressed properly when the correct set of audience is identified and understood.

2. Timeless Content:

Creating content that doesn’t go out of context is one of the best moves for any content marketing strategy as then the content is here to stay and keeps bringing more and more browsers even long after the content was posted. 

3. Quality Content:

Often we focus on quantity over quality to keep the website updated but that proves to be a misconception in the long run. Quality content ensures relevant browsers and organic traffic and is also very crucial in converting them into sales. With quality and relevant content you get repeat browsers which marks the true success of a content marketing strategy.

4. Build Email Subscribers:

With email subscribers, you create a pool of browsers with similar choices and interests and who might look forward to your content as it is relevant to them. Email subscribers receive the updates in a mail and brings them to the website for more. 

5. Be patient and re-strategize:

Content marketing takes time and patience to show results and calls for patience and dedication. But keeping in mind the dynamics of your industry it is also important to revisit and re-strategize in order to understand the mistakes and stay in top of things when it comes to content marketing.

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5 Ways content marketing helps your business.

In this digital age, content marketing has become an integral part of any digital marketing strategy and with huge competition in the market, all businesses are in the race of grabbing the customers attention. In order to get ahead, business owners and marketers need to get crafty with their marketing strategies in order to get noticed by their target audience. Content marketing is one of those creative marketing strategies. Content marketing is when small businesses communicate with their target audience by providing information instead of a sales pitch. This content needs to be relevant and enticing to the customer.

Content marketing proves crucial for small businesses in the following ways:

1. Builds brand awareness 

Regular and authentic content builds create a name and brand for small business. The content increases and improves visibility of the business by updating fresh content regularly. This helps the customer in remembering your brand and doing business with you when their need arises the next time. 

2. Convinces and encourages the customer to take action

Just like any sales, the customers may need added encouragement to make a purchase or take any other action such as subscribe or register. This task can be very creatively handled with correct content marketing as it can encourage the customer to take an action by slyly convincing them.  

3. Creates your identity as an expert in the industry

When your content is correct and is updated frequently, the customers often start looking up to your website for information with a certain trust and considering your brand or website an expert in the matter.

4. Keeps the website fresh and updated

With regularly updated content, the website remains fresh and can become more and more visible in search results. A stale and less frequently updated website tends to attract less customers or browsers the next time. This hampers the reach of the website. 

5. Helps build a community 

Regular viewers, subscribers and bloggers come together as a community and exchange ideas and information through the blog/website. This also brings new people to the website. Covering new and unique topics relevant to the events also brings in more viewers and helps create shareable content which can help increase the visibility on social platforms.content marketing helps your business.

In this digital age, content marketing has become an integral part of any digital marketing strategy and with huge competition in the market, all businesses are in the race of grabbing the customers attention. In order to get ahead, business owners and marketers need to get crafty with their marketing strategies in order to get noticed by their target audience. Content marketing is one of those creative marketing strategies. Content marketing is when small businesses communicate with their target audience by providing information instead of a sales pitch. This content needs to be relevant and enticing to the customer.

Content marketing proves crucial for small businesses in the following ways:

1. Builds brand awareness

Regular and authentic content builds create a name and brand for small business. The content increases and improves visibility of the business by updating fresh content regularly. This helps the customer in remembering your brand and doing business with you when their need arises the next time. 

2. Convinces and encourages the customer to take action

Just like any sales, the customers may need added encouragement to make a purchase or take any other action such as subscribe or register. This task can be very creatively handled with correct content marketing as it can encourage the customer to take an action by slyly convincing them. 

3. Creates your identity as an expert in the industry

When your content is correct and is updated frequently, the customers often start looking up to your website for information with a certain trust and considering your brand or website an expert in the matter.

4. Keeps the website fresh and updated

With regularly updated content, the website remains fresh and can become more and more visible in search results. A stale and less frequently updated website tends to attract less customers or browsers the next time. This hampers the reach of the website. 

5. Helps build a community 

Regular viewers, subscribers and bloggers come together as a community and exchange ideas and information through the blog/website. This also brings new people to the website. Covering new and unique topics relevant to the events also brings in more viewers and helps create shareable content which can help increase the visibility on social platforms.

Why do you need Content Marketing?

Today, content marketing has grown to be the most effective and powerful tool for doing business and connecting with the target customers online. Upto 73% businesses rely on content marketing for promotion. When a prospective customer finds you through the content you provide, they begin to form a connection with you built on trust.  It is non-intrusion advertising, rather than pitching your products or services, you are conveying data that makes your purchaser more savvy.

Content marketing provides targeted audience with relevant information that can provide a solution to a particular need- a problem, an improvement or simply informations.

Benefits of using Content Marketing

• Increases Traffic to the Website:

With customers gaining relevant and non-intrusive information, they favour your website for information.

• Improved SEO

Great content attracts editorial links, which tell Google you're important and relevant. Google can also crawl your content, getting a far better idea of what your company is about, allowing it to return your site for more relevant queries.

• Direct customer conversions

Great content can play crucial role in convincing potential buyer to make a purchase.

• Brand Awareness

When there is consistency and quality in the content posted, it helps customer identify trust with your brand and establish a brand image in the market.

• Recognition in the Industry

With good and relevant content, people in the industry start recognising your Blog as a source of credible information. It positions your business as an expert in your industry.

• Open Communication

With everyone from potential customer to industry experts, active on social media platforms, it  opens a dialogue through social shares and comments.

• No Strings Attached Information

The customers rely more on your business as Content Marketing provides value with no strings attached.

Although Content Marketing is easier to grasp as a concept, there are a few factors to keep in mind while implementing any Content Marketing Strategy. Some of these factors are:

• Determining your goals

The first and foremost step is to determine your goals for your marketing strategy and the role and scope of content marketing in the same. It gives you an overall direction for the long run and keeps the strategy in check from deviations

• Focus on Audience

While implementing your content marketing strategy, keep in mind your potential and existing audiences, their needs and preferences to gain the maximised results out of each content that you post.

• Time and Resource Allocation

Each content requires time and resource to make it credible and effective. Hence, proper time and resource allocation becomes vital for the content’s success.

• Platform to post Content

Each industry has the customers preferring a certain platform for information, hence it is important to identify the platform where your content will receive the maximum relevant audience.

• Measuring the effectiveness

Just like any strategy or plan it is important to keep measuring its effectiveness to gain feedback on what is working and what needs more improvement.

Almost any type of content, video, article or graphic, can lead links back to your website. If your content generates a lot of buzz and people start linking to it, the SEO link value from your content will only become stronger. Modern marketers understand that “set it and forget it” marketing strategy does not work anymore. To generate real leads online, you need to invest in a meaningful and effective content marketing strategy.

The Top 4 Social Media Myths Affecting Property & Casualty Insurance Agents

It seems like every week a new social media platform is born. Snapchat, Periscope, Instagram, Pinterest… the list goes on. It’s no surprise then that social media is often an intimidating marketing strategy for property and casualty insurance agents. But don’t let the ever growing technology world overwhelm you. Social media marketing has many benefits for independent insurance agents because it can enhance your brand, generate leads, and increase referrals from current clients.

Because the world of social media marketing is complex, it’s important to decipher some of the most common myths associated with the practice to help you get started with your marketing strategy.

MYTH #1: You need to be on every social media platform to make an impact.

FACT: Not all social networks are suitable for property and casualty insurance agents.

Your children may be on social media sites like Snapchat and Pinterest, but that doesn’t necessarily mean that this exposure will benefit your business. We suggest that property and casualty insurance agents take advantage of what we call the “big three:” Facebook, Twitter, and LinkedIn.

Facebook is the largest social network, with 1.5 billion active monthly users. This gives insurance agents a platform to expose their brand to a wide audience. Twitter is an excellent way to instantaneously update your followers because it is a feed of short, concise tweets that are updated often. You can use Twitter to share relevant content, reach out to followers, and connect with your clients in real time. LinkedIn is a platform ideal for professionals and businesses to constantly network and build relationships not only with clients but also strategic partners who provide other services their clients may need. Each platform offers unique benefits property and casualty insurance agents can take advantage of.

MYTH #2: Social media marketing takes too much time.

FACT: With proper planning, an automated social media strategy can be established without draining your time.

We don’t want to say that a quality social media marketing strategy isn’t time consuming because that wouldn’t be entirely accurate. However, with an automation platform, a marketing calendar, and a constant stream of content, you can significantly reduce your social media marketing time, and the benefits will greatly outweigh the cost.

A marketing automation tool allows you to consistently send out social media content throughout your channels, which means that you don’t have to set aside time everyday to manage them. A marketing calendar serves as an organization tool to schedule different forms of content. For example, you might post a blog once a week and share an article from a reputable insurance news source three times a week. Both of these tools will help you develop a constant stream of content, which will enhance your reputation as a knowledgeable expert in your industry.

MYTH #3: Property and casualty insurance agents should follow the social media models of big businesses.

FACT: You should tailor your social media strategy to your audience and specialities.

You’ve likely heard of the days when social media marketing went viral for big businesses. Exciting videos, emotional graphics, and inspirational stories may seem like good social media tools, but chances are they aren’t right for your business. Instead, focus on sharing content that is appropriate to your audience and that emphasizes how you can address their insurance needs.

An example may be sharing an article about a recent change in the insurance industry and clarifying how that change will affect your clients. Or, share a statistical report about how individuals can significantly save money when they combine their insurance policies. You will become a go-to source for information by sharing content that your followers and fans are interested in learning about.

MYTH #4: The goal of social media is to get as many likes, followers, and fans as possible.

FACT: Social media users should strive to make meaningful connections.

Marketing experts know that “vanity metrics,” or metrics that are often misleading or unhelpful, are extremely common in the world of content marketing. It doesn’t do you much good to have 10,000 Twitter followers if only 10 of them are prospective clients.

Whether you want clients to sign up for your email newsletter, follow your blog, or contact your office to schedule an appointment, your social media strategy should act as a way to encourage engagement, not merely to rack up fans. A simple way to encourage action on your social media platforms is to clearly express what you want your viewers to do. For example, if you share an article about the rising cost of automobile insurance, ask your viewers to contact your office to learn more about how you can help. Ultimately, you want your strategy to help you get clients and prospects to take action, not just “like,” “share,” or “retweet” your post.

By debunking a few common social media myths, you can get a better sense of what social media marketing is and isn’t. Instead of drowning in the web of likes, follows, comments, and changing technology, develop a robust social media marketing strategy for your business and reap the benefits of increased leads and referrals.

Credits:http://www.insurancejournal.com/blogs/fmg-suite/2016/02/01/396922.htm

Role of content marketing for small businesses

When I talk about the term content marketing, the first question that I have come across is about the meaning of the word content. I usually explain stating content can be anything; any form the information is passed whether it is written, graphical, image or video. Taking this concept the content marketing includes articles, blogs, videos, infographics, webinars or images- any form through which the publisher is providing the information to the people who are seeking for it. Well, this is in the benefit of the user. But how the publisher or the company who post it gets the benefit?

In the digital world everything revolves around content marketing. When used tactfully and with creativity it can become a fair field for both new and established names. In this post we will gather information on its role in promoting small businesses.

To increase website traffic:

Website traffic is the number of people visiting your websites. More the number, more are the chances of converting them from visitor to prospective buyer. If the content published on your site or other media gains the attention of the search engine, then whoever is looking for the information can get the link of your post.  This can help in generating inbound visits.

 If the post is having information that can be shared, the people automatically start sharing it amongst their groups and help you to get the online word of mouth promotion. This is again beneficial for the company as it gives an exposure to introduce itself to new groups.

Help to promote your expertise:

When you post some informational content on the website, visitors notices you as an expert in the field. Every good post establishes your expertise and strengthens your position in the industry. This also means that you have to be careful in sharing the knowledge as well as the frequency of sharing. Remember, if a good post can help you gain the market, it can go other way round too.

Keep you updated about your industry:

When you start posting the content frequently, you need to look for the latest updates and valuable information to post. This helps you gain the insight of your industry and understand the progress of the market. In fact you are not just sharing information for the people; you are gaining valuable information as well that can help you to introduce new technologies in your business or to introduce new product line.

Content stays longer:

Whenever you post something on the website, it stays there.  As I earlier said, if it is shareable, it can give benefits for a longer period of time. There are scenarios that the content posted in, say, two years back that are still worthy to be shared and can be seen active on the social media.

Helps in building loyalty:

Content marketing helps the small business to gain attention and engagement. When you regularly share something informational, it deepens the relationship between you and the visitors. The repeat visits can be seen when people come again looking for more.

We can say that content marketing is a two way tool. While it helps the users to gain the information, it helps the business to gain the traffic which in turn leads to increased sales and also provide the detailed knowledge of the industry to the businessman.  For a business to gain the full benefit of the content marketing, they must be regularly updated and are prompt in sharing the useful information on their websites before their competitors grab the opportunity.  If the business does not have much knowledge about the process, various digital marketing companies are available for them who can help them to plan their digital marketing strategy and work on their content marketing. Just the step forward is needed.

Understanding content marketing

Content marketing is the art of corresponding with your clients and prospects without offering. It is non-intrusion advertising. Rather than pitching your products or services, you are conveying data that makes your purchaser more savvy. The quintessence of this content strategy is the conviction that if we as organizations, convey reliable, continuous important data to purchasers, they eventually compensate us with business and loyalty.

The content marketing has to be planned before planning any other strategy.

SEO:

The website is the face of the business. But just having website will not suffice the need of digital marketing. It has to be optimized for the search engines. The content presented on the website must be relevant, must have keywords and should be fresh. The page for the blogs will help the business to update the fresh content on the website and make it active on the search engines. It also helps to engage the customers. The content on the website may or may not be related to direct selling. It must be informational and relevant to the product. The important thing for the content marketing is that it must be original else the search engines may mark the website as spam and the real purpose of the website will defeat.

Social media: 

 The strategy on the social media follows the content marketing strategy for the same. The business has to carefully plan what needs to be posted on social media and when. How the content will look on the media and if the business ready to respond to the suggestions or the queries that may arise from those posts. The content must be posted on the relevant social media sites to fetch the maximum results.

          

Email:

The purpose of the email is not only to fill the inbox of the user. The content of the email must be well planned and presented that it can grab the attention of the user. The email must have the back link so that the user can go back to the site for gathering more information. The information available on the email can be tailor made according to the taste of the user to make it more appealing.

PPC:

 The effective advertisement can attract the organic buyers and will serve the very purpose of the campaign. The content presented on the advertisement must be short, crisp and clear to the user and it must have relevant keywords so that it is available on the page of the genuine searcher.

Video:

The content marketing applies to the video presentation of the advertisement. The content on the video has to be very clear along with the presentation so that the right message is passed to the viewers. The video available on the video sites like YouTube is searchable through keywords. The content on the video must have relevant keywords which can make it easily searchable.

These are just few examples of the use of content marketing. It is clear and evident from the importance of the content marketing is that the content is everything in the digital world and the whole business revolves around the quality of the content.

Used-Car Marketing : Four Modern Strategies

The used-car marketing side of the auto business is changing fast, and you can’t rely on old strategies.

If you’re going to thrive, step it up and enter the new era of digital marketing. Here are four ways to do that.

First, your used-car operation needs a blog. The marketing value of a good blog is undeniable. It gets you traction on social media, builds trust, shows readers your knowledge and much more.

To get the most out of blogging, integrate content and social-media strategies.

Okay, so what does that mean in practice? It means you develop pages and profiles for your business on relevant social-media platforms, and then actively cross-promote them with your blog.

It’s a symbiotic relationship that helps develop a powerful digital presence. That ultimately provides more value to consumers.

Second, in the Internet age, creative marketing strategies can multiply relevant traffic to your site, and ultimately your lot, by a factor of two to three when done right.

But as more and more companies are jumping on the search engine optimization and content-marketing bandwagon, it’s important to stand out.

Set yourself apart, whether it’s with TV commercials, outdoor ads or viral online content. Get creative, innovative and even strange in promoting your business.

Third, give out some neat promotional stuff, considering customer needs. What could really benefit someone looking to buy a used car? Maybe something to make the process more practical, like an e-book about the used-car buying process or a payment calculator. Or maybe just something to make it more fun, like a list of used-car jokes.

Fourth, use available marketing tools. There are several out there that can make an enormous difference in your online efforts.

These tools can help you find critical keywords to target with your blog and on-page content. They allow you to see what’s working and what’s not. These kinds of analytic tools are critical for any digital-marketing strategy.

Whatever marketing strategies you pursue, take creative risks and provide real value. When done right, you can’t go wrong.

What kind of innovative used-car marketing strategies have you implemented recently? What’s been working well? Let us know in the comments.

Eric Weisbrot is marketing manager for JW Surety Bonds, one of the largest, family-owned surety bond agencies in the U.S.

Credits : 

http://wardsauto.com/ideaxchange/used-car-marketing-four-modern-strategies

4 big digital marketing trends SA will see in 2016

As we all wind down (read: freak out, break out in hives) and skid into the much needed holiday season, it’s important to take time to reflect and prepare for the year ahead. Here are four key trends that will shape the approach to digital marketing in 2016.

1. Eschewing product-focused content

The ‘infomercial’ approach to branded content on social media and digital channels isn’t working for anyone. You cannot claim to be successfully mastering storytelling if your story is: “Our product is the best thing on the planet and is 10% more amazing than everything else. Everyone who bought it lived happily ever after. The end.”

Think about the way Dove went from generic soap ads to transforming their brand narrative through the ‘Real Beauty’ campaign.

To broaden your perspective on branded content, think of your brand as a person – consider what their interests would be and draw your content pillars from that. Compelling storytelling involves removing the product blinkers and looking at the broader context within which your brand exists.

Consider your scope of content as a series of concentric circles. The bigger the circle, the broader the appeal and the greater the potential objective value of the content.

2. Paid content distribution

As content marketing becomes the new normal for brands, the reality is setting in that publishing content and having it discovered online are two very different things.

Even the best content needs to be backed by spend to spark engagement and broaden reach. As a result, in 2016 brands will begin to see content distribution strategy as being just as important as content production itself.

Facebook has emerged unequivocally as the most successful paid content distribution platform for brands and publishers alike. With the right targeting strategy and the right content crafting, Facebook is the most effective way to put your content in front of the right people at the right time. And it doesn’t hurt that a quarter of all global web traffic is currently channelled through the platform.

That said, brands will also be experimenting with new opportunities for native advertising as publishers explore new mutually beneficial models.

3. Engagement analytics and ROI
As brands invest in creating higher quality content, they’ll also demand a higher standard of analytics to prove ROI. Looking beyond vanity metrics such as impressions and reach, brands will want to measure value by deeper metrics such as time spent on site (and specific articles), comments and, all-important, sharability.

In line with this, it will also be increasingly important to analyse the quality of referral traffic driven by paid content distribution platforms. All of these insights must be fed back into the content production and optimisation process in a constant feedback loop to ensure optimal ROI.

4. Influencer relationships and content co-creation
As content takes centre stage, it will become increasingly important for brands wanting to win at content marketing to partner with the professionals. This means working with video production experts when video is required, photographers for amazing imagery and professional writers and journalists for compelling articles.

(Hopefully) gone will be the days of influencer endorsement simply for a once-off fee. Audiences see straight through the one-dimensional ‘endorsements’ and influencers and brands alike lose credibility because of them. Brands will need to be thinking in terms of long-term, mutually beneficial relationships based shared values and the desire to create quality content.

Credits :

http://memeburn.com/2015/12/4-big-digital-marketing-trends-sa-will-see-in-2016/

How Companies Find You Online is Changing in 2016! Find Out How to Assure Your Company is Easily Found.

Every day, Google gets a little bit better at determining a website’s value in response to a user’s query. As a result, rankings fluctuate, and search engine optimizers like us spend a lot of time speculating on what SEO will look like next week, next month, and next year.

2015 is quickly coming to a close, and we’ve begun making plans for SEO in 2016. We’re reading between the lines, looking at what Google changed this year, and taking in the bits of information Google has given us in order to make predictions that will guide our work in January and beyond.

#1: The more things change, the more they stay the same.

When I was first learning SEO in 2006, I read the words “content is king” more times than I can count. Ten years later, content is still the single most important element of search engine optimization, and publishing unique, relevant, useful content that real people value (and share) is the best way to succeed at SEO. This was as true in 2006 as it will be in 2016. Content marketing strategies change over time, but creating quality articles, guides, videos, infographics, and blog posts is the first step toward the top of Google’s search results.

#2: Mobile is going to matter more.

In April, Google rolled out a mobile-friendly update to its algorithm. This change was highly anticipated by SEO professionals, and so many sites had time to prepare (and avoid the consequences). The sites that didn’t bother to update to a responsive design or design for mobile stopped appearing at the top of Google’s search results on smartphones. SEOs speculate that we haven’t seen the last mobile-friendliness update from Google. In fact, we expect that responsive design will become even more important in 2016 as more and more users research, shop, plan, and interact on their smartphones.

#3: Google is going to tell us less.

We’ve already seen huge cut-backs in terms of how much information Google is willing to give us about our visitors. Google Analytics reports most keywords as “not provided” these days, making it extremely difficult to see whether or not our SEO efforts are paying off. Now Google is adding “Dark Traffic” to its “Direct Traffic” numbers. This means that any time Google can’t readily identify a traffic source, it shows up as Direct Traffic. As more and more people interact with various apps, messaging programs, and other tools, we can expect these numbers to grow – and we can expect to be in the dark when it comes to knowing which efforts are really driving traffic. 2016 may be the time to invest in a paid analytics service like Moz.

#4: We’re going to be competing with Google itself for placement on the SERPs.

If you haven’t already noticed, Google has spent this past year making their search results (and likely, their pockets) much richer. Today’s searchers often don’t need to leave Google to find the answers they’re seeking. Things like game scores, factual information like definitions or math equations, and other tidbits pop up at the top of the SERPs, keeping users right where Google wants them. Maps listings, carousels with local business information and images, and other rich snippets are taking up more of Google’s real estate, making it even harder for site to get found organically. As Google continues to give itself a bigger share of its own results pages, SEOs will have to seek out clever ways to achieve the ranks they need.

#5: Factors that previously haven’t mattered are going to make a big difference.

For a long time, Google’s official policy stated that click-through-rate (how many people visit your site after seeing it in their search results), social signals, and engagement metrics didn’t play a role in a site’s rankings. As 2016 approaches, Google has given us reason to believe that things may be about to change. Social signals like “likes,” “shares” and Tweets are a good indication of how much users value your content, and so they’re an obvious choice for Google to factor into its algorithm. Similarly, CTR and engagement (how long a user visited and how many pages they looked at on your site) offer a potential indication of how well your site answers a particular query. Google is all about developing an algorithm that mimics natural search behavior, and all these metrics will only further that goal. Once again, SEOs who want to succeed need more than just technical know-how. They need to be experts at digital marketing and content.

Credits :

http://www.business2community.com/seo/companies-find-online-changing-2016-find-assure-company-easily-found-01399948#t8dgeLIJe6GES0DW.97

LUMA's State of Digital Marketing

Digital Marketing: Capitalizing on content in 2016

Here’s a little digital marketing heresy you won’t hear very often: Sometimes the newest, freshest content isn’t the best (ducking to avoid rotten tomatoes hurled by my SEO friends).

Sometimes last year’s (and even older) content can be new again — if you have existing, quality content to pull from and you know how to use it.

As you plan your 2016 marketing strategy, analyze your website’s performance, particularly blog posts and articles, to uncover content to rejuvenate. Updating and republishing your best and most successful pieces as a part of your content strategy can reduce your marketing costs and bring you more quality traffic and leads.

Historical Optimization

Historical optimization is just a $10 term for updating and republishing your existing content so it is fresh and up to date. While it may feel like cheating, according to Rand Fishkin of Moz, Google often rewards republished content with higher rankings.

Blog articles and other content with perfectly accurate and valid information often lose credibility with the search engines and with readers simply because the posts were published a couple years ago. Once republished with a current date and a few updates, these proven topics have the potential to generate even more traffic and conversions than they originally did — at a fraction of the cost.

Judging Your Content

Good analytics will provide objective, measurable results you can use to gauge which pieces of content are right for historical optimization. Take inventory of which blog posts attract the most visitors and which generate the most leads — hint: they may not necessarily be the same blog posts.

Then start digging into what changes you could make to the posts more relevant and current. The changes don’t need to be extensive: Improve your image game, write a better headline, or optimize for any relevant, new keywords you have added to your keyword strategy.

Conversion Tips

You ideally want blog posts that attract high page views and high conversions. Then again, those aren’t the blog posts you have to worry about.

Opportunities for historical optimization usually lie with posts that have high traffic and low conversions or low traffic but an awesome conversion rates. This is where the most potential exists.

For example, if you have a blog post with high traffic but low conversions, this may be an indication that your conversion path is misaligned. You may want to change the call to action or landing page, or perhaps rewrite your meta descriptions.

For older posts with low page views but high conversion rates, you may want to attract more page views with better headlines or keyword optimization strategy.

Look at every facet of the reader’s journey to decipher why the post isn’t performing as intended.

Up Your Promotion Game

Perhaps you’ve been blogging for years but only recently started promoting your content on your social media platforms. If you feel strongly about the blog article’s potential, you may want to try a more aggressive promotion strategy — social media or paid ads — to see if you can draw more traffic that way.

Historical optimization should be only one tactic in your content marketing strategy, but it can be a powerful tool. As consumers and search engines continue to find new and innovative ways to block poor quality content, capitalizing on your proven winners and creating helpful, new content will set you up for marketing success in the future.

 Credits :       

http://www.thegazette.com/subject/news/business/digital-marketing-capitalizing-on-content-in-2016-20151128