With changes in how search engines view your website and more emphasis on social media interaction, good content is a much-needed factor in order to build good links. Good content requires planning, investment, and implementation but if done correctly, it can and will benefit you in the long run, especially future proofing your overall site rankings and traffic.
But most businesses forget their old content and continue churning out new content, which is good, but at the same time, if you have invested time and money then you are better off using your old content as well as new in order to improve your overall visibility.
The first step is to audit the existing content. It is important to have a look at visits, social shares, referral traffic and referring domains. A piece which has a lot of inbound links is definitely worth considering. Sites such as Open Site Explorer, Majestic SEO, etc help in doing the backlink analysis.
Review and track your top posts, whilst going through your analytics. Not only will this help you identify content which is good, but also re-use that content again as well as plan future content strategies around the topic.
After identifying the top pieces of content, make a plan for repurposing content. There are a number of ways of how to repurpose content. Let’s have a look at some of them:
1. Slides & List Posts
• List posts are very popular because they give instant gratification to the readers and are very well received overall.
• The headline of the list post lets the reader know exactly what to expect even before they read the entire post.
• It is easy to skim through the content as it is broken up into chunks.
• It is share worthy.
If there is more information or new information to add, create a 2nd version or an updated version of the list post or content, and it will gain more traction purely because it did the first time and now you have more information for the readers.
We personally aren’t big fans of this, purely because we have come a long way with social media for the concept of the microsite to be exciting now! However, they still work, and search engines do index them on a regular basis. So, repurpose your content, share it through the microsite, and treat it very much like your own personal site rather than just throwing content on these sites for the sake of backlinks and some small fraction of the traffic.
3. Statistics Posts
Much like list posts, posts with hard stats and numbers are always a good way to get the attention of your target audience. Not everyone is statistically inclined, but the traffic, likes, shares, and engagements you get with statistics posts will always be from your target audience very much in tune with your industry and potentially even in the buying phase.
You can further apply the same concept as Slides, List Posts, and Microsites to these posts and re-use them further.
We know email marketing is growing year over year and helps nurture your leads a lot. Whilst you might have an email marketing team and/or copywriters specific for email marketing campaigns, use your old content, re-purpose it and share it through email as well. Whilst this isn’t a sure way to get links, it does bring the attention of other industry leaders within your niche and tentatively lead to more content sharing from them on your behalf.
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