Maximize your content ROI with content optimization
Content optimization is way more than just SEO.
Content optimization might feel like an opaque concept—what does it mean to optimize your marketing content? An impactful content optimization strategy can enable content marketing success by continually getting the most value from your existing assets. Content optimization is what can make content marketing increasingly profitable over time.
What is content optimization?
Content optimization is a collection of practices organized around the concept that marketing content can be refreshed and reused. You need a content optimization strategy to ensure that the content you create is effectively leveraged to provide value to your organization for years to come.
What’s the full scope of content optimization? Check it out—
- Optimization for search engine discoverability—SEO
- Optimization to better meet audience needs
- Optimizing anchor content to repurpose it for different channels and formats
- Optimizing evergreen content by updating it on a routine basis
- Optimization to improve writing quality and calls to action
How to optimize your marketing content
With so many ways to optimize your marketing content, how should you approach the process? Content marketers use a methodology that goes like this—
1- Identify your content optimization options: The first step is to explore the types of content optimization that are possible and learn about the pros and cons of each.
2- Determine your content optimization priorities: The next step is to evaluate your business priorities and evaluate which content optimization tactics would be most relevant and impactful.
3- Create a content optimization plan: Your content marketer can then organize all of the relevant information to create a comprehensive content optimization plan.
4- Execute the content optimization plan: The next step is to execute the optimization strategy, taking care to stay on schedule.
5- Monitor your results: Your content marketer can continually collect relevant information to monitor the performance of your content optimization strategy.
6- Adjust your optimization strategy as necessary: You can use the available information and recommendations from your content marketer to adjust your content optimization strategy as necessary.
Why you definitely need to optimize your content
You may already understand why a technical product on the innovation frontier needs content marketing. Let’s use a silly meme to express the need for content optimization—
Great reasons abound for optimizing your marketing content. Let’s dive into all of them—
- Content optimization makes your content more discoverable
- Content optimization can boost audience engagement
- Optimized content can improve your brand image
- Optimized content is more user friendly
- Content optimization makes content more profitable
- Optimized content can continually produce value over time
What makes content optimization low risk
Content optimization is a practice that content marketers use to lower the risk profile of a content marketing strategy. Content optimization focuses heavily on reusing, repurposing, and refreshing existing assets—which is generally less risky (read: less expensive) than creating fresh new content.
Let’s take a peek at all the ways that a content optimization strategy can maximize impact and minimize risk—
- Leverage proven content optimization strategies
- Prioritize strategies that are adaptable and sustainable
- Use data to make decisions
- Prioritize testing and iteration
Learn more about optimizing your content
Does your organization need to focus more on content optimization? Connect with Allie to book a discovery call—she’s fired up about content optimization and how it can potentially help you.
