It’s a common cycle. You slave over a piece of content for hours, days or even weeks, and it does fantastically well at first. Yet over time the performance of that piece of content starts to decline.
There are two options at this point: 1. You can simply create more content and start the cycle over again. 2. You can make improvements to your existing content to boost its performance.
I’m here to talk about option 2. Now, I admit that improving existing content in an attempt to boost its performance isn’t something that you should do for every piece of content. However, it can be beneficial for content that was formerly performing extremely well. Let’s take a look at some specific tweaks you can make that can help push your content back into the high-performing category once more.
- Add and/or switch out visuals.
It’s no secret to digital content creators that content that contains pertinent images gets 94% more views. However, content that has been published for a while may have images that seem outdated or less relevant to current readers.
Switching out the old visuals in your content can help it feel more relevant and updated. To get a bigger bang for your time, you should consider adding visuals you create specifically for the content you’re updating. Research shows that content with original graphics has a 40% engagement rate, which is significantly higher than the 12% engagement rate of stock photography.
- Separate sections more clearly.
Few people truly enjoy reading long blocks of content. That’s why working to boost older content’s performance should include taking steps to separate sections in your content more clearly.
There are several ways that you can do so, including:
- Adding more white space — Adding some additional blank lines strategically throughout your content can help break it up and help create more clearly defined sections.
- Creating a heading hierarchy — Headings help define the sections of your content better for your readers. They do the same thing for search engine algorithms. However, it’s vital that you set up a defined hierarchy for your headings if you want algorithms to read them properly. For example, you could set your content’s title as a heading 1, section headings as heading 2 and subsection headings as heading 3.
- Switch your medium.
Refreshing the performance of your content can also be done by switching the medium of the content. Let’s say that your content was originally published as a blog post. You could repurpose the same content to create an infographic. You could even use it as a script to create video content. These new versions of the content can then be linked back to the original to help boost its performance.
Keen to optimize your content’s performance? BURG+CO. can help
Increasing traffic to your website plays a role in increasing conversions and landing new clients. However, it’s difficult to attract visitors to your site when you’re not sure how to create the types of content that your potential clients are searching for. Fortunately, content is one of BURG+CO.’s specialities.
Our team has years of experience in helping businesses improve their digital presence and content to attract new leads and retain existing ones. If you’re looking to create content that performs better in search engine results and attracts more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about all the digital marketing services we offer or to schedule a complimentary consultation.