The key to customer engagement is to consistently publish fresh and interesting content on your business website, blog and social media pages.This is a very well-known and proven fact that most successful marketers make good use of. However, what do you do with all that valuable content once it has been read?Over the course of time, your website or blog will have accumulated quite a lot of content. Some of it was very popular, some of it not so much.But rather than consigning your old blog posts and articles to your very own content graveyard, why not breath some fresh life into it and reuse it to help boost your company profile and profits at the same time!
Updating content with your current direction
As businesses grow and evolve over time, quite often a company ethos, direction or way of doing things may change. This can mean that what you wrote about your company two years ago may not apply today.For example, with increasing pressure on companies these days to 'go green' and reduce their carbon footprint or environmental impact, many businesses will adopt new environmental strategies into their operations. This means that their old web content and blog posts will make no mention of a new company 'green ethos'.Any new prospective customer that is looking for an eco-minded company to buy from will not be aware of your new positive environment stance if they stumble across you via an old piece of content.You will need to make your customers aware of your new direction if you want to capture that 'green' demographic. Leaving your old content as it is doesn't really position you as the 'go-to' company for products or services delivered with any sort of environmental consciousness.
Recycling your old content for more ROI
As well as the environmental example mentioned above, you can also do something positive with your underperforming blog content and old archived posts.
1: Rewriting and optimising
You should already know which are the most important topics that are of most interest to your readers. You should also know what your most popular keywords are that brings the most traffic to your website.Search through your content to find posts on your most popular topics and pair them with your keyword research. Check to see if your most popular topic content contains your most valuable keywords and key phrases.If they don't contain any important keywords or phrases then you should take action to have these re-written to weave in more targeted keywords and key phrases – but make sure you don't overdo this. Google and other major search engines hate keyword spamming and will penalise you for 'keyword-stuffing'.
2: Creating content pillars
Make an index list on your site where you can list everything your site already contains on those topics or touches on those areas of your business that people most search for.Once you have optimised your content and organised them into a list you will have created a content pillar that easily groups several posts into one strong, easily accessible pillar. Your readers will appreciate this as they will be able to access plenty of information on the same topic easily without having to dig around your site or blog to find the content they want to read.Note: When re-writing and optimising your content remember NOT TO publish it separately and delete your original post. This is important because you may have earned some valuable backlinks on your original content that will be worth hanging on to.
3: Add new CTA's
Revisit your old content to see if you can find any missing opportunities to optimise for lead generation.You need to make it as easy as possible for your readers to take the next step to either engage with you further by signing up to your mailing list or actually go and buy your products or services.Check to see that each blog piece or web page has a call to action (CTA) at the end. You may discover some pieces that don't have a sign-up link or a live link to your online shop or contact page. Add an effective CTA where there are any missing.If you already do include a CTA at the end of every piece of content but you are not seeing good click-through rates, then consider changing your CTA to a more proven one that has worked well on other pieces of content or test different CTA approaches to see if you get better results from using a different format.
4: Redistribute through social media
Your website and blog content is precious material. Although social media platforms such as Facebook and Twitter are where you will find your customers hanging out, the downside is that social media has a very short memory.The whole point of social media is to share current hot information. People want information and they want it now! This is why they are so hungry for new news and content and hang out for hours each day on social media platforms.You can use this to your advantage by leveraging your now freshly-optimised old blog content for new hungry minds. The chances are that you may well have a lot of Facebook or Twitter followers that haven't read your old content from two years ago.Why not dig up your old posts and refresh them with your new products, services or a special offer that you are currently running and use these to feed your social media posts.Redistributing your newly created information pillars and updated content will work to get the very best return on investment from your posts and will also get your information in front of as many eyes as possible. It will also take the pressure off your shoulders to feel like you need to write new content every single day.
5: Get some virtual help
Your archived blog and website content doesn't have to sit in the dark in some forgotten corner of your site. You can transform your valuable content and put it to work for you to become a high-traffic asset.Reworking your old content and setting up a fresh distribution plan to get your optimised content off the ground will take some time and effort.We understand that the pressure put on your shoulders to perform well and deliver good results can be great. This is why you should look at using effective ways to relieve that pressure.Hiring virtual office services to help you with your workload is not only a very cost-effective way to get the job done but it allows you to put 100% of your focus into your content refresh plans without any disturbances.While you focus on your old content refresh and redistribution, look at making use of these valuable virtual services that will free up your time and allow you to concentrate:
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