In the world of content marketing, it’s getting harder to attract a large audience due to the amount of content that’s getting created and published on a daily basis.
Let’s look at the figures. Over 4 million blog posts are uploaded to the internet each day, across the entire web. Who can keep up with that kind of competition? It’s a losing battle. What’s more interesting is, traffic driven from SERPS (search engine results pages) to new content pages is becoming harder to achieve. This is down to a number of factors such as the search term the user implements, the device used and the location of the searcher.
And, after an initial article is created, it will gain most of its traffic numbers on the day that the article is published and after while a week or so, there’s a drop of 90% in traffic to the new blog page. Regardless of this, it’s still vital to have fresh content created month to month from an SEO perspective.
Content is King
Apart from feeding the content beast with fresh content on a regular basis, what other ways can you stand out from the crowd and not only rank well but attract a new audience?
Look at the content that’s already on site.
There’s a trick here. Repromote content that’s already there, repurpose valuable and informative content that’s going to educate the user. By investing time in this, it saves you time writing new content (on occasion) and you give yourself a fighting chance of being discovered on search engines. Here’s how to go about it.
Audit your content
You need to decide which content is worth repurposing, content that’s worth being upgraded or promoted.
If there’s content that’s no longer going to interest your audience or something that’s no longer relevant, then unpublish it. It’s all about quality content so if there’s content there that’s no longer serving its purpose then get rid of it.
Delete old content that refers to services you no longer have or employee information that is no longer relevant. It’s important to 301 redirect these urls to newly updated pages which the user will find more relevant.
Take this for example. If someone is searching for the latest menu for an evening meal at your restaurant. When they click on this link, it will be redirected to the new menu. This enables more time on site and more trust between brand and customer.
The importance of evergreen content
Page views don’t have a direct view on rankings, but, it’s important to note that onsite engagement signals can help. If people dive deep into your website, click around at historical articles, this means the bounce rate will drop. If you’re-promote evergreen content through your social channels, then you that also helps SEO.
Once you target content that will be worthwhile you can promote it through a number of social management tools, which saves time and effort too.
Note: There’s a thin line with repurposing content and duplicate content, so don’t just copy and paste the original blog.
Think about the quality of the content. Yes it’s vital to have content onsite but only articles that are informative to the user. With repurposing and repromoting content there’s many benefits such as spending less time on creation, improve SEO and reaching new target audiences.
If you’re needing help with your digital exploits then no worry because AIMS Media are here! Get in contact and we’ll be more than happy to assist!