Anyone who has kept an eye on the calendar warily knows that when summer is almost here, it means a diet and exercise routine to get that beach body (and perhaps attract other fit people on the sand). Just as being physically fit is important, so is having a fit website with a content marketing plan that attracts the right kind of visitors – and that takes a diet and exercise regimen all on its own.
The problem that many websites have is similar to what people face after a season or two of neglect: bloated content, irrelevant content, and overall lack of tone. The irrelevant content means that the wrong prospects are visiting the site, wasting your time and your sales team’s time by following up on inbound leads from unqualified prospects.
Irrelevant content also skews your web analytics, which makes it harder to optimize your website’s conversion, and along with those skewed analytics could provide a false sense that the site is succeeding as a lead generation tool. That means you could end up wasting even more time producing content that ultimately is not a good fit for your prospects or your sales process.
If you want to optimize your existing website content for your content marketing efforts, here are four ways to cut some of the fat and add muscle.
- Pages with high traffic, low conversions and irrelevant content: Eliminate these pages. They're bringing in visitors that will just waste your time andtheir time.
- Pages with high traffic, low conversion, and relevant content: Re-examine these pages. Look for a relevant call-to-action to add to the page, to make sure there is a "next step" conversion opportunity for that page's visitors after they are finished consuming that page’s content.
- Pages with low traffic, low conversions, and irrelevant content: Eliminate these pages. These are the pages that do very little for you, like using the too-light weights at the gym. They're just hanging around and doing nothing.
- Pages with low traffic, low conversions, and relevant content: These pages just need a boost. Consider actively promoting them through email, social media, and paid distribution channels like Outbrain or Taboola.
Like a good strength and conditioning plan, a good content marketing plan helps business cut the flab – the irrelevant, bloated content – and bulk up the muscle, the relevant, engaging content that smacks your ideal prospects between the eyes and leaves them glued to your site. Dropping poor-quality content is not a bad thing; like cutting out fried foods, it removes the excess salt, calories, and fat and helps clear the way for building lean muscle in the form of relevant blog posts, premium content, and web pages that are your prospects most pressing needs and desires.
And while your website may not be hitting the beach this summer, it will be on display for prospects and customers, who are definitely more attracted to a lean, clean site cock-full of content that is relevant to them.