How to improve your old content

Hellooo,

Greetings from Ottawa.

And from an 89% SARS-CoV-2 immune system.

The days after the vaccine was semi-groggy, though.

But enough about me.

How’s your week been?

Did you put any of last weeks’ framework to practice?

Wait…

Today, I’ll share how we’ll be approaching the improvement process

Last week, we decided we would split the content into four buckets:

🪣 Content that doesn’t need any extra work (accurate information, good traffic, quality backlinks, ranks 1 - 5, generates conversions)

🪣 Content that needs an update/refresh (outdated content, average traffic, and engagement, ranks between page 1 and page 2 of Google, generates some conversions)

🪣 Content that needs to be rewritten (gets little traffic, no engagement, no conversions, no backlinks, or losing backlinks)

🪣 Content you’ll need to merge (multiple pages on one topic with little or no traffic, no engagement, no conversions)

Great. Let’s get into the meat-and-potatoes.

🪣 Content that doesn’t need any extra work

For content that’s working for us, we won’t be doing any updates at the moment. Instead, we’ll be focusing our energies on areas where we can make gains.

🪣 Content that needs an update/refresh

For content that needs an update, we’ll be:

• Refreshing the information, so it’s accurate

• Using Frase to make it better than its competitors by updating the organic keywords and optimizing for valuable FAQs

• We’ll keep it on the same URL

We already published the first updated piece, and I’ll follow the stats closely to see what happens. Please remind me to update you on its progress.

🪣 Content that needs to be rewritten

For content that needs to be rewritten, we’ll be:

• Restart the writing from scratch with the relevant keywords

• Pick an angle that resonates with our audience

• 301 redirect the old post to the new piece on a new and optimized URL

🪣 Content you’ll need to merge

Content consolidation is exciting and feels like where we’ll get the most bang for our buck. That’s because we have some fascinating pieces of content that we can merge into one massive badass piece.

Here, we’ll be:

• Consolidating similar pieces into an awesome piece

• Refresh the writing, but throw in sections of the existing content that’s useful

• Use Frase and Ahrefs to make it better than its SERP competitors

• 301 direct the old posts to the new and optimized URL

Capisce?

Did You Know?

I’ve probably said this before, but the future of SEO/content is more about extracting valuable information from your content and less about driving traffic to your site.

Read more about Google’s Passage ranking here.

Content tools

A content tool I discovered this week

CoSchedule’s Headline Analyzer is a great tool for writing high-quality headlines. It scores your headlines on clarity, reading grade level, keywords, sentiment, and more.

Not Enough Writers

I still can’t get enough of the magic Michaela Mendes shared with us last weekend.

You can check our LinkedIn page for the highlights of the session.

OR

If you prefer the slides, download them here.

But the train hasn’t stopped…

Next weekend, we’ll be hosting the creative Daisy Quaker.

The topic is called ‘Crushing Customer Research,’ and she’ll be sharing the goods on how she:

• Finds customer insights

• Uses secondary research to find audience insights

• Applies those insights to keywords, messaging, blog topics, and distribution

If you haven’t joined the Not Enough Writers community, you can join us here.

Content writing jobs (Remote/Freelance)

✅ SEO Content Writer, Mother Dirt | Apply here

✅ SEO Blogger/Writer, FBR Inc | Apply here

✅ Content Writer, Active Bas | Apply here

✅ Content Writer, Performance Marketing | Apply here

✅ Freelance Writer, Partner Promotions | Apply here

✅ And here’s a Google Docs link that also includes high-paying pitching opportunities.

(Seeing that we all have been learning to pitch our skills, now it’s time to put all you have learned to practice. I’ll update the doc weekly)

All the best, folks. And please share with any of your friends/colleagues who might find this useful 🙏🏾

My biggest takeaway this week 🚀

What I’m thinking about?

Patience is a competitive advantage.

What’s your biggest content marketing challenge?

Reply to this email. Let me know what you’d like me to cover next.

I read every reply.

Thanks for reading this far. I am grateful!

Stay safe and sane.

I’ll be back on June 18th.

Dozie

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