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Why You Shouldn’t Overlook the Simple Genius of Content Optimisation

Why You Shouldn’t Overlook the Simple Genius of Content Optimisation

Maybe you’ve heard of content optimisation. Maybe you’ve done it. Maybe you’ve done it once and didn’t get the hype. The fact is, for marketers, content optimisation is what you make it. If you see it as the shifting around of a few paragraphs here and there, you will struggle to see any positive, dynamic or lasting results. If, however, you make the effort to give your content a new lease of life, it’s a goldmine for possibility.

What is content optimisation?

For anyone not in the know, content optimisation is a crucial marketing strategy for businesses looking to get the most out of their content and assets. Whether it’s reworking a white paper, or video or combining assets to something new, repurposing content for new platforms or ensuring a brand new hero assets gets maximum engagement – the goal is to boost its potential and drive results.  

By evolving and extending your content, you can increase engagement, generate leads, and ultimately drive sales.  

With success stories like an 800% ROI achieved by one of our clients, it’s clear that content optimisation is an essential strategy for businesses looking to stay ahead in today’s competitive market.

Can content optimisation help you?

Marketing is a dynamic field that requires creativity, innovation, and a deep understanding of your target audience. However, it can be challenging to balance the demands of daily operations with the need to develop and execute a successful marketing strategy.

Content optimisation provides a solution to this challenge, enabling you to maximise your ROI and improve your marketing outcomes.

The benefits of content optimisation

Content optimisation helps wring every marketing cent out of your budgets, whether that’s through employee hours or enlisting an outsourced expert (like us here at Challenge!) to handle it for you. 

  • Saves time: Rather than creating new content from scratch, repurposing existing assets can be a much quicker and more efficient way to deliver your message.
  • Saves budget: By reusing and repurposing existing content, you can make the most of your existing investments, avoiding the need to continually create new assets.
  • Encourages creativity: Working with existing assets often requires a more creative and innovative approach to content delivery, which can lead to more engaging and effective marketing materials.
  • Helps ensure success: Supporting what you have planned before it gets past ideation will ensure you are giving new investment the best possible chance to succeed,

Broadening your content horizons

Another hidden win when optimising your content is the sudden breadth of use that’s made available when it comes to platforms. Where before, perhaps you only thought of a piece of creative work as a whitepaper or blog post. True content optimisation can shake this thinking up entirely. What fails as a blog might fly as a LinkedIn video. What flops as a whitepaper might do amazingly well as an Instagram Reel. There are no constraints for content these days, only constraints around how and when to get it done.

What can you expect from great content optimisation?

First and foremost, great content optimisation will get you the Holy Grail of marketing: LEADS. For any business that is perhaps struggling to engage new audiences or is losing old faces to mundane content, repurposing or supporting your work with different approaches is a quick and easy way to bring in the crowds. For example, successful content optimisation will have its finger on the pulse of all the most interesting and relevant trends, linking your content to new conversations that get people talking to and engaging with your company. 

Similarly, any content that you may have created once that “failed” (i.e. didn’t get the reach or traction you expected) can be removed from the metaphorical trash pile and repurposed into something worthwhile. There are plenty of reasons why some content doesn’t hit the nail on the head the first time, but that doesn’t mean its creation has been a total waste of time. Content optimisation enables you to retrospectively save time on work that you thought was unsalvageable (quick hint, no piece of content is ever totally unsalvageable!).  

Using an agency also allows someone to get a fresh perspective on your work. It can sometimes be tricky to revamp something you have already written—not to mention something you’ve read a hundred times in the proofing stages. Getting a third party involved brings a new creative energy to your content creation and makes it easier to truly transform your content, rather than simply shuffling things about for the sake of it. It can also diversify content distribution. A good content agency will have a handle on all the new and innovative trends of getting content out into the world.

Unlock the Power of Engagement through Content Optimisation

Content optimisation has four key threads, each designed to help you engage your audience in new and exciting ways:

  1. Sweat Your Assets Off – Transform your pre-existing assets into new and engaging content that will captivate your audience.

  2. Challenge the Norm – Don’t settle for the same old, tired formats and channels. Try something new and innovative that will truly engage your audience and set you apart from the competition.

  3. Amplify Your Assets – Support your main hero asset with additional content in other channels. By doing so, you’ll create a comprehensive and engaging story that will keep your audience engaged from start to finish.

  4. Personalisation – Adding personalisation to your assets will take your engagement to the next level. Create content that speaks directly to your audience and their unique needs and desires.

How will an agency help?

While content optimisation can be dealt with in-house, if your issues are around time, money and creative limitations, it can be immensely helpful to join forces with a specialist. An agency like us will be able to work up a plan to suit your budget, so there are no surprise invoices or moments when your own employees are spending hours epurposing a single piece of content. Your chosen agency will handle all the creative writing and editing, bringing fresh eyes to old content and making sure it is properly restructured to gain higher engagement, have better SEO and keep up with the latest trending topics and relevant conversations.

Using an external agency will also bridge any skills gaps you might have. These days, 73% of people prefer to learn about a product or service from a short video (a 4% increase since last year). This means that, if you don’t have an in-house video editor, you may be missing out on some really lucrative wins. An agency – especially one that specialises in engagement – will have the right people for every possible task.

At Challenge, our ethos is to “wring every last drop of potential” from your content or asset and make it as engaging as possible for your audience. Our expertise doesn’t just lie in our ability to restructure what is already there, we also think of innovative and interesting ways to get 100% from your original efforts. Whether it’s reshaping a research paper into something readable, or making an old thought piece relevant for 2023, or finding new and exciting ways to reach your audiences, wea content agency will make sure your ROI is working extra hard…so you don’t have to!

How to get started

If you’re feeling overwhelmed or unsure where to start with optimizing your content, we’re here to help. Our team of engagement and optimisation experts are offering a free consultation to help you get started on your journey to better content.

Don’t miss this opportunity to take your content to the next level. Contact us today to schedule your free consultation and see how we can help you reach your marketing goals!

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