Get 2x results with half of the content – Here's How from @bsmarketer

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The SERPs have become a zero sum game in the last decade.

To win, others have to lose.

The rich get rich and the losers enrich zilch.

Thus, being the best is the only viable and defensible strategy in the long run.

The trick, it is that you can not stop yourself. Production does not decline.

You simply focus on where it is most likely to produce the most important and fastest results.

Here are these three places.

1. Refresh old content

Brittany Berger is a SaaS content marketing specialist who has worked with companies such as Mention and eZanga.

At Mention, she encountered the all too common problem of marketing port. Hats. She was responsible for new content, webinars, partnerships, emails, etc.

Fortunately, she soon realized that the importance of the new content was often exaggerated. A quick glance at Google Analytics confirms that about 80% of the majority of blog traffic comes from content dating back several months (or even years).

That's why Brittany always favors updating old content before embarking on a new production.

Berger explains:

"Suppose you publish a blog article twice a week for one year, after each year, or 100 articles. And assuming you make a decent effort to produce them, that's 100 subjects. "

" Are there really more than 100 topics that your audience needs? So after a year, are your efforts optimal to come up with new things that may be targeting a less perfect audience, or is it worthwhile to take the content you already have and start: "Are all those who need to see this have seen this or should we put more effort into that? & # 39; "

For left brains, this means giving in.

produce a lower return on investment.

That may seem crazy at first, until you start looking at the numbers and the same 80/20 ratio appears everywhere. of the 4,784 publications (~ 21%) account for 80.99% of the traffic, although "more than half of the content does not even generate 83 visits per month."

This same phenomenon Led Berger to focus his efforts on content creation.

"I like to say both The categories on which to focus are your (1) greatest hits and your (2) hidden gems. Obviously, you want to take the greatest hits, the things that meet their o As far as possible, for certain posts it will be traffic and rankings. For some messages, there will be registrations of webinars or essays and so on. I just take, the top 10 posts that reach their goals and you want to amplify them as much as possible. "

The good news is that these posts are also quite easy to find.

Simply open Google Analytics, go to the main content in the behavior report, then sort by traffic order from the natural search and look for the worst return rates.

What you are looking at is a whole group of people coming through this page and almost all are heading to the door through which they entered.

+1 for referencing

-1 for content

The next obvious step is to update all old content. But you can and should go much further than that. Your goal is to better align your content with research intent to make it "more sticky" and keep people longer.

SEMrush's SEO Content Model provides a simple SERP comparison, as well as semantic keywords based on the top 10 results. a Readability score and estimate of text length.

The readability score comes from the Flesch-Kincaid test. Counter-intuitively, a higher score means that the content is easier to read (90 = grade 6), while a lower score is more difficult to read (~ 30 = university graduate).

The reference score provided by SEMrush is an estimate. based on the ranking of pages in the top 10. Thus, when rewriting, this gives you an idea of ​​how or where to choose the new version of this article.

This, with the SEMrush SEO writing assistant. , gives you information as third parties about how you target the same concepts that seem to exactly match what researchers want.

In addition, you can create better assets, such as custom images, that will improve engagement and performance. help you stand out in a sea of ​​stock images.

2. Recycle to New Formats

Today, Len Markidan is marketing director on the Podia online course platform. But before that, he was one of the drivers behind Groove's 100,000-member goal.

The content of their blog, which is part of the "heart", accounted for most of the traffic. Then the content was reused as exclusive master magnets to bring the users into the funnel.

For example, one of their posts was about 17 email scripts used daily by the Groove team.

Initially, the email templates were all screen shots. It was difficult for readers to copy and paste the formulas.

Taking advantage of this, Markidan develops a major magnet / content upgrade, providing a download link to users in exchange for their email addresses:

This unique magnet has increased the number Enrollment in his emails by 22%.

At the time, this detailed blog post was not just a traffic generator for SEO. It was also like the "teaser" that converted visitors to convert.

In comparison, if the content of your main magnet does not correspond directly to what the person reads (which corresponds to 90% of the time). , opt-in rates tank.

An article on e-mail marketing with a static CTA sidebar for your SEO newsletter does not appeal to anyone.

Markidan recommends treating each lead magnet as a clean campaign. He says that campaigns must be "less frequent and that every element [should be] is complete and endowed with support."

Thus, all your content remains premium and deserves the extra effort necessary to exchange information.

The recycling of this type of content offers another advantage: greater retention.

Magnet creation offers for each campaign message allow you to segment traffic into buckets with specific interests. So you can sell and launch accurately, generating higher open, click, and click rates while reducing churn.

3. Develop yourself in new languages ​​

The SERPs in the United States are as ruthless as they ever are.

More companies, more content, more money, more competition. almost every country. But Brian Jackson, CMO at Kinsta, confirms that "organic, social research, etc. are not as competitive in other languages. "

And this has been a huge driving force to make their price point – and content – more accessible to other parts of the world.


After all, Spanish is used by more 440 million people and more than 5% of websites.

They may have started by diving their way into the South American market, but have since established an in-house team of translators around the world. This includes dedicated sites for each language, as well as translations for all new English content.

They do not just pump new content.

They double the content. that they already know, without a shadow of a doubt, works.


"More" is not always better.

This is often not better by winning. like the current SERP, where only the largest 1% are clicked, read, and consumed.

In this case, a better return on investment does not come from increased mediocrity, but from the best.

This means that your results in revamping, recycling and expanding the content of the 100 best elements of your site can overshadow the production of 100 additional pieces.

You must still produce a lot of content. But how and where this production goes is what makes all the difference.

Additional Resources:

Image Credits

Featured Image:
Screenshots taken by the author, May 2019

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