Most businesses think growth means creating more.

More blogs.
More videos.
More keywords.
More social posts.
More landing pages.

But in this episode of The Website Growth Show, Nick Eubanks shared a different starting point:

Before you create more content, audit what you already have.

Because many websites are sitting on pages that are outdated, underused, weakly linked, or not helping the business anymore.

And those pages may be quietly holding back growth.

The hidden problem inside most websites

A lot of businesses treat content like a one-way street.

They publish something once.

Then move on.

The blog goes live.
The page gets added.
The resource sits there.
The team starts planning the next piece.

But content is not finished the day it is published.

Over time, pages lose traffic.
Search intent changes.
Competitors update their pages.
Links get buried.
Important pages stop getting attention.
Old content no longer reflects the current offer.

That is why a content audit can be one of the highest-value growth moves a business makes.

Not because it is flashy.

Because it helps you find what is already working, what is fading, and what should be removed, improved, or repurposed.

The “more content” trap

More content sounds productive.

But more is not always better.

If you already have dozens or hundreds of pages, publishing more without reviewing the existing library can create problems:

  • Weak pages compete with stronger pages
  • Old pages attract the wrong traffic
  • Important pages do not get enough internal links
  • Search engines waste time on low-value content
  • Visitors find outdated information
  • The site becomes harder to manage
  • Your best content gets buried

Start with a content audit.

If a page has not earned organic clicks in a meaningful period, it may need to be removed, refreshed, redirected, or reworked.

And if a page is still getting clicks, it deserves attention.

Update it.
Improve it.
Add stronger internal links.
Make it more useful.
Give it a better chance to perform.

New content should earn its place

This does not mean businesses should stop publishing.

It means new content should have a clearer job.

Instead of publishing ten thin pieces a month, many businesses would be better off creating one or two stronger pieces and distributing them properly.

A stronger content piece should answer:

  • Who is this for?
  • What problem does it help solve?
  • What search or discovery moment does it support?
  • What product, service, or offer does it connect to?
  • Where else can this idea be reused?
  • How will it help the buyer move forward?

If you cannot answer those questions, the content may not be worth creating yet.

Search is bigger now, but the fundamentals still matter

Search is no longer just Google.

People now search on:

  • Google
  • YouTube
  • TikTok
  • Amazon
  • LinkedIn
  • Instagram
  • ChatGPT
  • Gemini
  • Perplexity

That does not mean the old fundamentals are useless.

It means they need to be applied across more places.

You still need to understand what your audience is searching for.

You still need strong content.

You still need links and mentions.

You still need useful pages.

You still need a website that can convert.

But now, the question is bigger than:

“Can we rank on Google?”

The better question is:

“Can our brand show up wherever our audience is looking?”

Video is becoming harder to ignore

Nick also pointed out that informational content still matters, but the format is changing.

A written article may still be useful.

But for many topics, video now needs to be part of the strategy.

That does not only mean YouTube.

It can also mean:

  • Short videos for LinkedIn
  • Native videos for Instagram
  • Clips for TikTok
  • Video embedded into blog posts
  • Video used to support long-form content
  • Clips reused across social channels

The point is not to chase every platform.

The point is to match the content format to where people are already paying attention.

If your audience is learning through video, your content strategy needs to reflect that.

Own more of the surfaces your buyers trust

Another major idea from Nick was owned media.

This means thinking beyond your own website and asking:

Where does our audience already go for information?

That could include:

  • Newsletters
  • Blogs
  • Podcasts
  • YouTube channels
  • Communities
  • Review sites
  • Industry publications
  • Partner websites

Sometimes you can build those assets.

Sometimes you can sponsor them.

Sometimes you can earn mentions.

Sometimes you can be included in content that is already ranking, trusted, and visible.

The bigger idea is this:

Your website matters, but it is not the only place your buyer forms an opinion.

If your audience trusts other surfaces, your brand should be present there too.

What to do before creating another blog

Before you publish the next piece of content, review what already exists.

Start with these questions:

  • Which pages are still getting organic clicks?
  • Which pages have declined?
  • Which pages have not received traffic in months?
  • Which pages support your highest-value services?
  • Which pages need better internal links?
  • Which pages could be updated with fresher examples?
  • Which pages should be combined, redirected, or removed?
  • Which topics deserve video, social clips, or newsletter content?
  • Which existing pages could support your sales process better?

This gives you a smarter content plan.

Not based on guessing.

Based on what your site is already telling you.

What to update first

Start with pages that are close to value.

That means pages that:

  • Already get traffic
  • Rank near page one
  • Support a key service
  • Attract qualified visitors
  • Have outdated information
  • Have weak calls to action
  • Have poor internal links
  • Could be improved with video or examples

These pages are usually better opportunities than brand new content.

Because they already have some history, some visibility, or some connection to the business.

You are not starting from zero.

You are improving something that already has a chance to work.

Listen to the full episode: Digital Strategy That Works in the AI Era | Nick Eubanks