Resurrecting Underperforming Content with Optimization





Blog Date

June 6, 2024


UK, Manchester

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Resurrecting Underperforming Content with Optimization

Resurrecting Underperforming Content with Optimization

As an SEO professional, I’ve seen it happen all too often – you pour your heart and soul into crafting the perfect piece of content, only to watch it languish in the depths of search engine obscurity. It’s a frustrating experience, to say the least. But don’t despair, my fellow content creators! There is a glimmer of hope, a way to resurrect those underperforming gems and breathe new life into them.

Let’s start with the harsh reality – not every piece of content you create is going to be a runaway success. In fact, according to a study by Attrock, a staggering 51% of marketers cited creating content that generates quality leads as their top challenge in 2020. It’s a tough landscape out there, and it’s all too easy for your carefully crafted content to get lost in the digital shuffle.

But fear not, my friends, for there is a solution – the magical, mystical world of the “Three R’s” of content marketing: Reduce, Resurrect, and Repurpose. These three simple yet powerful strategies can breathe new life into your underperforming content and help you get the most out of your marketing efforts.

Let’s dive in, shall we?

Reduce: Pruning the Content Graveyard

The first step in resurrecting your underperforming content is to take a hard look at your existing content portfolio and determine what needs to go. As Attrock so eloquently puts it, you need to “prune your content repository” to ensure that your website only houses the most relevant and high-quality pieces.

Now, I know what you’re thinking – “But I spent so much time and effort creating all of this content! How can I just delete it?” I feel your pain, my friends, but hear me out. Pruning your content can have some unexpected benefits, including:

  • Improved site structure and navigation
  • Enhanced search engine optimization (SEO)
  • Better user experience for your visitors

The key is to approach this process methodically. Start by setting specific criteria for which content to keep and which to let go. Maybe it’s based on organic traffic, backlinks, or a combination of metrics. Once you have your criteria in place, dive into your analytics and identify the underperformers.

But don’t just hit the delete button willy-nilly. Take a moment to assess each piece and decide whether it’s worth a quick update or a complete overhaul. After all, some of your content may be evergreen and deserving of a second chance.

Resurrect: Bringing the Dead Back to Life

Now that you’ve pruned your content graveyard, it’s time to turn your attention to the pieces with the most potential. These are the ones that could be ranking higher, attracting more traffic, or just generally performing better if given a little bit of TLC.

Attrock suggests a few key strategies to resurrect these underperforming gems:

  1. Enhance the Content: Look for ways to make your content more informative and engaging. Add new sections, incorporate more multimedia elements, or simply tighten up the writing.

  2. Optimize for SEO: Ensure that your titles, meta descriptions, and headings are all optimized for your target keywords. Just don’t go overboard with the keyword stuffing – that’s a big no-no.

  3. Improve Readability: Break up your content into smaller, more digestible paragraphs, and use formatting techniques like bullet points and subheadings to make it easier for readers to skim and consume.

By implementing these strategies, you can breathe new life into your underperforming content and give it a fighting chance to succeed in the crowded digital landscape.

Repurpose: Maximizing Your Content’s Potential

The final piece of the content resurrection puzzle is repurposing. This is where you take your existing content and transform it into something entirely new, allowing you to reach a whole new audience and get the most bang for your buck.

Feedhive shares some fantastic examples of how successful YouTubers are using this strategy to their advantage. From transforming blog posts into engaging videos to repurposing social media posts for email campaigns, the possibilities are endless.

The key is to have a clear plan in place. Decide on the format you want to use (e.g., infographic, podcast, video), consider your target audience, and ensure that the repurposed content aligns with your overall marketing objectives.

Remember, the beauty of repurposing is that it allows you to work smarter, not harder. You’ve already done the heavy lifting by creating the original content – now it’s just a matter of giving it a fresh coat of paint and reaching a whole new set of eyeballs.

Putting it All Together

The Three R’s of content marketing – Reduce, Resurrect, and Repurpose – are your secret weapon in the battle against underperforming content. By implementing these strategies, you can breathe new life into your existing pieces, optimize them for maximum impact, and reach a wider audience than ever before.

So, what are you waiting for? Grab your content revival toolkit and get to work! With a little bit of creativity and a whole lot of determination, you can turn your content graveyard into a thriving digital oasis.

And remember, if you ever need a helping hand, the team at MCRSEO is always here to lend their expertise and guide you through the process.

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