Tips for better cooling, whether you are air cooling or water cooling:
1) Reduce your cable clutter inside your case by using proper cable management. The more you are able to reroute cables, the better airflow will be inside the case.
2) Use a good TIM (Thermal Interface Material). Most of the stuff you get with your HSF is nothing more than silicone grease. Go look at the the reviews and get something better. Myself, I was sold on AS5 a long time ago, though there are several out there who use other stuff. As importatnt as your choice of material is the amount you use. Remember, the less you use, the better off you will be. The TIM is intended to do nothing more than fill the natural pits and valleys that exist in the surface of the heat spreader and HSF.
3) Some folks will lap (use very fine grit sandpaper) the heat spreader and HSF to a mirror finish. This will bring in another 2-3 C. Just realize, this voids the warranty on your CPU, but very useful on old kit you are trying to push a bit longer.
4) Look at were your computer is sitting in your room and determine if there is a better spot for it other than tucked in the corner or under a desk where the airflow is restricted.
5) Take a look at the ambient temperature int he room where you keep your computer. The higher the ambient temperature, the hotter your machine will run.
Good luck!