Why Content Upgrades Still Work If Done Correctly
Content upgrades became hugely popular several years ago. Suddenly, every website you went to had popups and calls to action everywhere, requesting your information in exchange for additional content on a given topic.
As a result of this proliferation of offers, some marketers began to feel content upgrade fatigue. If everyone’s offering a content upgrade on their site, how do you make your offer stand out?
I would argue that there’s still a lot of value in content upgrades, if they’re done correctly. Here, we’ll take a look at why content upgrades still work and what you can do to create a successful upgrade for yourself or your clients.
People are Hungry for Useful Information
The number one reason that content upgrades still work is that people want useful information. A Google search of just about any term will instantly pull up millions of results, but how many of them are actually helpful or relevant?
If you can create a blog post or video that provides visitors with a full view of their issue and actionable steps to solve it, that’s content that people want and need. When you pair that kind of content with an offer to upgrade, people will willingly hand over their contact information. You’ve just made their life easier; requesting an email address in exchange for even more assistance is a small ask.
You Can Create Less Content Overall
The thing about useful content is that it takes time to create. Fortunately, when you’re putting out content that is truly valuable, you’re able to save yourself the hassle of churning out content for content’s sake.
There was a time when content creators felt the need to put out a blog post a day. It wasn’t about the depth of the post, it was more about the fact that it was there. These posts, however, are not the ones that will rank well in search, and they’re not the ones that will win over the trust of your readers. This means that shallow posts do not serve your overall content strategy, so it’s time to bid them farewell.
Eliminating these empty posts saves you from the busy work of putting out an update every day. This in turn frees you up to focus on creating content that is truly meaningful on a regular, but less frequent, basis.
You Can Take Advantage of Your Most Successful Existing Content
Even if you were one of those daily, stream-of-conscious-sharing content creators, you surely have some evergreen content on your website that continues to generate great results.
How do you identify those evergreen pieces of content? Go into your Google Analytics and take a look at which pages are getting the most views. The reports can tell you the number of unique viewers, and even more detailed information, like how long the average viewer remains on the page. You can also use a tool like BuzzSumo to figure out which pieces of content are being shared on other sites. If others in your industry are sharing a particular piece of content, that likely means that it’s of real value.
Once you’ve identified your best pieces of content, you can decide how to create content upgrades that complement this content that’s already getting a lot of attention.
The Content Doesn’t Need to Be Complex
The other great thing about content upgrades is that you don’t need to reinvent the wheel. Once you’ve identified your most valuable content, building a content upgrade to accompany it should be easy.
The upgrade should fit in line with whatever the original content is. These upgrades should be designed to make your reader’s life easier, so the content itself should aim to simplify the points addressed in the original content even further. If the original content is a webinar about best practices for redesigning your website, the content upgrade could be something like a checklist of steps you must take to ensure the redesign goes smoothly. Or it could be a site map template.
Whatever the upgrade is, it should take the existing content to the next level and make it that much easier for readers to implement your helpful tips.
Incorporate the Upgrades Into Your Hub Pages
Hub pages are an incredible way to get even more out of your existing content. They can improve your ranking in search results and get your most valuable content noticed by even more prospects. That’s why placing content upgrades on your hub pages is a highly effective strategy. Say you create a hub page around website design. It has all of the information one could possibly want on the topic, and really demonstrates the depth and breadth of your knowledge.
This is the perfect place to include a content upgrade. When you’ve already proven your expertise on a given subject, it’s an easy ask to get an email address in exchange for even more highly valuable content. You’re better able to leverage the power of your existing content, you’re more likely to generate interest from qualified leads, and the hub pages rank better in search, so you’ll be noticed by an even broader audience.
Content upgrades can offer a lot of value, when done correctly. Whether you’re creating content upgrades for your own consultancy’s site or doing it for clients, following these best practices will help you get the most out of the existing content and generate the greatest response from readers.