The author’s views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
Breathe new life into your existing content. Join Ross Simmonds in this Whiteboard Friday as he shares strategies to transform your old content into valuable assets that drive results and boost brand authority.
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Video Transcription
Howdy, Moz fans. Howdy, “Whiteboard Friday” fans.
I am super excited to chat with you today about how to take something that we all have, you might smell it, you might smell it, it is content that is burning money in your pocket, content that you actually invested in that is collecting dust, content that no longer drives results, no longer does anything for your business, but you wish, you wish it could bring some type of life for your business, some type of joy to your business, some type of ROI for your business. And in today’s “Whiteboard Friday,” that’s exactly what we’re gonna be diving into.
Your old content is burning money
Were gonna be talking about how that content that is just burning money, just sitting on your site, not collecting any revenue, not driving any sales, driving no links, driving no results for your business, can be brought back to life. That’s right, we’re going to go to town on that old content, give it new life, bring it back, and ultimately give you the ability to unlock new levels of growth for content that you thought was dead.
Let’s jump into it. So we’re all there. We have all had content that we’ve invested in. We’ve all heard a guru speak onstage at a conference and say, “Content is king. Write more content. Create more content.” And we’ve listened. We’ve developed tons of content as business owners, as marketers, as CMOs. We’ve invested in these assets, but the ROI of some of them has started to deprecate. It’s started to go down.
At one point, it was up and to the right and everything looked beautiful, but now, eh, it’s starting to tank. It is starting to tank. It’s no longer driving results. The traffic is no longer there. It’s no longer on page one of the SERP. You are starting to see that content that at one point was a cash cow is no longer driving the results that you and your business wants. How can you bring these pieces back to life? We’re gonna talk about it.
In addition, you might’ve had a few pieces that were a one-hit wonder. When they hit the internet, when they went live, the internet went wild. The leads were flowing. The revenue was flowing. The links were flowing. Everything was flowing in the right direction. But time went on and those pieces that were at one point a hit, that resonated with people, that people embraced, that people shared, that people talked about, those pieces are no longer generating any buzz for you. They’re no longer generating any results for you. We’re gonna talk about how to bring those one-hit wonders back to life.