Content advertising and marketing is an extended sport. To entice, have interaction, and retain prospects with content material, a enterprise should publish or broadcast usually for weeks, months, and even years. This inevitably implies that a number of the content material created will get previous or outdated.
Fortunately, a marketer can inject new life into previous content material, making it precious once more whereas preserving current hyperlinks and search engine authority.
New Life for Old Content
Update. The first, and maybe most blatant, strategy to inject new life into previous content material is solely to replace it.
Imagine that you’re the content material marketer for an internet retailer promoting electrical bicycles. Electric bicycle legal guidelines and necessities differ by state and, typically, by county or metropolis. So three years in the past, you launched a large state-by-state article of electrical bike legal guidelines.
The downside is that the article is now outdated. Electric bicycle legal guidelines have advanced, requiring an replace. The article ought to profit from the age of its URL and standing in serps whereas nonetheless offering up to date info to your viewers of shoppers and prospects.
Similarly, if you happen to have been the content material marketer for an internet retailer specializing in youngsters’ clothes, you could possibly replace your 2018 “back to school” information, taking into account the coronavirus pandemic or different impactful adjustments.
In some circumstances, updating content material quantities to rewriting it, however different occasions you want solely to make some minor adjustments to inject new life.
Google Analytics, SEMrush, and Ahrefs, as examples, may establish content material that after obtained a variety of site visitors however has since tapered off. This content material could also be a candidate for an replace.
Merge. You could, through the years, have created related content material.
For instance, the content material marketer at an internet retailer promoting kitchen utensils and home equipment may need produced articles corresponding to:
“How to fry an egg?”
“10 tips for frying the perfect egg,”
“15 mouth-watering fried egg recipes,”
“19 amazing ways to cook an egg.”
As time passes, site visitors to a number of of those related posts could begin to wane, or perhaps every publish all the time underperformed. To enhance site visitors, you could possibly merge them, combining their finest elements.
The merged article must be extra informative and authoritative than the separate variations. Better content material will entice a bigger viewers.
You will then redirect the entire articles into one URL, consolidating hyperlink authority and, hopefully, bettering the natural search rating for the merged piece.
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Converge. An various to merging (combining) previous articles is to converge them on a newly created hub web page.
A hub web page — which is analogous in idea to a subject cluster — is an outline of a selected matter however then hyperlinks to extra in-depth and particular articles. In this instance, these in-depth articles are the previous content material you’re attempting to revitalize.
The hub web page content material may rank extremely in natural search outcomes whereas driving new site visitors to your older, established content material.
Convert. You may remodel previous content material by transferring it to a brand new medium. For instance, you would possibly repurpose a superb article from just a few years in the past into a video, an on-demand webinar, a stay stream, a podcast, or just a few dozen social media posts.
You may use a superb how-to article to generate a continuously requested query web page, develop a guided promoting part, or create an interactive device that may assist somebody full a process or study a talent.
Similarly, the content material marketer on the kitchen utensil and equipment retailer described above may accumulate 50 of the very best recipes the shop has revealed over the past 5 years and publish a cookbook.
In different phrases, establish the most well-liked content material you’ve created and search for new mediums to distribute it. Each of your new manifestations may hyperlink again to the unique work, thus, injecting it with new life and recent site visitors.
Content advertising and marketing is a long-term, on-going method to attracting, partaking, and retaining prospects. It takes persistence and persistence.
As you publish content material you’ll have the chance to replace it, merge it, converge it, and convert it. In every case, you’ll profit from the work you might have already finished.