Posted in Content | 5-min read
When developing effective inbound marketing campaigns, the biggest time-suck has to be content creation — hands down. Not only does writing the content require time and immense mental bandwidth, but coming up with relevant topics can also lead to blankly staring at a blinking cursor for hours. To avoid sounding like an infomercial salesman, what if I told you that there was a way to churn the content cauldron and increase traffic to your site without having to come up with completely new ideas or spend hours writing? Well, now you can! There’s a good chance that you’re already sitting on a small library of works you’ve authored. Though these works may be dated, they are screaming for a second chance at the limelight. In this piece, we’re going to explore how to leverage older content and hopefully generate some new traffic. Use the old to gain the new!
Breathe New Life Into Old Content
There’s a good chance it’s been a while since you’ve gone back to read some of your earlier pieces of content. I mean, why would you, right? It’s old, possibly embarrassing, and you already know the information included — hardly making it an educational endeavor.
While this is the case, there are two birds here that require one good stone — (a) the obsolescence of the content and (b) your need to hit that “publish” button again. If you were to scroll back through your older content, your inner cringe may cause you to unpublish these works, but don’t! You worked too hard on these pieces to say goodbye. Let’s take a look at the main reason why you’d feel tempted to unpublish these pieces — their information is out of date.
A great way to make these works relevant again is to refurbish them. Whether you simply bring your advice up to date or tweak some of the languages, most pieces are highly salvageable — if not also completely reusable for new campaigns. Once you’ve updated these pieces, you can submit them to search engines for fresh indexing. This practice of touching base with past pieces of content is a great way to keep your website fresh and your content tremendously relevant for users.
Bonus tips: Acknowledge that you have updated your articles by adding “Updated” with the most recent post date at the top. Also, add “(Updated)” to the article titles. This will help pique the curiosity of your audience as they wonder what new information have to share.
Change the Venue of Your Message With a New Medium
Whether you’ve just written a fantastic piece of helpful content or you’ve updated some older content, you obviously want to get your message in front of as big of an audience as you can. Still, your target demographic’s consumption preference may not be in line with the medium of this work. Some people are readers while others are video watchers, podcast listeners, or infographic scrollers.
One technique for extending the reach of your message is by taking the subject matter or even the exact content of this piece to a new medium. Let’s say you have an article that didn’t get as much traffic as you would have liked though the message is highly relevant to your audience. Try turning this content into a video. Maybe use this content and to create a podcast episode or possibly an infographic. By repurposing the message of content by using the “guts” to generate alternate media, you extend the reach of your message to different relevant audiences.
Take Your Content Beyond the Blog
In another scenario, you’re very proud of a piece of content you’ve written, but traffic just doesn’t seem to be happening on your blog in general. Why is this so? Unfortunately, most consumers prefer getting their “read on” on convenient article websites such as Medium or LinkedIn Pulse. These article consumption hubs provide a consistent user experience as well as a diverse flow of content, making them ideal for readership. Lucky for you, these sites make it simple for writers to post their works. So, how do you go about re-posting your articles on these sites?
1. Make darn sure that your article on your website is submitted to search engines. This early submission tells search engines that your page is the original source of the article and to give you the search engine credit.
2. Create a free account with the main content curation websites. Some favorites are Medium and LinkedIn Pulse, but there are a variety of sites to choose from. With your account set up, complete your author profile — making sure to include relevant links.
3. Publish away! Copying your content to these article publishing sites allows you to publish your message to a whole new audience. You may consider even making republishing a part of your regular publishing protocol. Just don’t forget to submit your article for indexing to search engines first!
It’s not “republishing” if there’s something new about it, right?
Congratulations on extending the reach and relevance of your content! Don’t forget to share your renovation with your audience on their preferred platforms. Spread the news about your updated content or article platform on social media as well as email newsletters to extend traffic to the site. Happy creating!