Refurbishing Top Content – Best of Whiteboard Friday

You’ve got top-performing content on your site that does really well. Maybe it’s highly converting, maybe it garners the most qualified traffic — but it’s just sitting there gathering dust. Isn’t there something else you can do with content that’s clearly proven its worth?

As it turns out, there is! In this ever-popular episode of Whiteboard Friday, Moz’s Senior SEO Scientist, Britney Muller, shares three easy steps for identifying, repurposing, and republishing your top content to juice every drop of goodness out of it.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Hey, Moz fans, welcome to another edition of Whiteboard Friday. I’m Britney Muller, Moz’s SEO and Content Architect, and I’m so excited to talk to you today about refurbishing your top content. Any of you watching likely have top content, either on your site or a client’s site, that does really, really well. Whether that’s getting the most traffic or converting the most users, it does really well. The problem is that we let it just sit there, and we’re not getting the amplification that we could out of that content. So I’m going to talk to you today about how to sort of funnel in more qualified leads. So how do we do that?

Step 1: Identify your site’s top traffic pages.

Analytics is so great for this and to further evaluate which of those pages are converting the highest, have the most engagements, and are bringing in most of your traffic.

It’s super important to keep in mind that there are other forms of content. It’s not always necessarily just a page on your website. It could be a video somewhere, it could be a really great podcast, it could even be a printout, and I’ve run into this a few times where the information isn’t currently digital, but they use it in a clinic or in an office setting that could do really great things for the website. So keep that in mind.

Step 2: Simplify and repurpose

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