Leverage Old Content for New Links
Constantly creating interesting, informative, and engaging content day after days is no easy task. There are plenty days where I just stare at my screen for a half an hour, trying to think of what to write about. What will our readers be interested in? What new angles can I take on old topics? What is the “hot” topic right now we need to be talking about? Ask any marketing manager who is responsible for content creation will tell you there are plenty of days when they just don’t have the spark or drive to push out one more piece of content. But just because you can’t think of something new to write about, that doesn’t mean you can’t use older content to earn new links.
Here are three ways you can leverage old content and generate new links:
1. Make internal presentations public.
Take a look at your old PowerPoint presentations from past conferences and tradeshows, pre-recorded webinars, or talks your CEO might have given that you recorded. Provided the data/information is still accurate why not publish that presentation to a site like SlideShare or just use each slide and the information within as a the foundation of a new blog post. I know how much work goes into putting a PowerPoint together for a conference or webinar, so why not get more value out of all that hard work and turn it into blog content you can share and promote and earn more links with?
2. Socially re-promote your best-received content.
Look back at the last few months–which blog posts got the most traffic? The most social shares? Earned the most links? Those blog posts really resonated with your target audience the first time around so why not give them another push socially? If it’s been 6 months since that blog post went live chances are your social network has grown, so that old content will be brand new to those recently acquired followers. You can also add that blog post to you next company e-newsletter, driving traffic back to your blog and giving that post another shot at success. Again, provided the information is still accurate and relevant why not see what extra links it can earn for you?
3. Update old stats posts.
We’ve written a few posts based on the State of Search 2013 report, put out by Econsultancy and SEMPO. But Econsultancy and SEMPO publish that report every year, which means there is new data to be had every year. Take a look at some of your old stats and report-based posts–is there any new data you can incorporate? Maybe you can compare stats year over year to see how trends are changing (and what that means for your audience) or explain why you think things are changing (for better or worse).
Most companies, especially B2B brands, are sitting on a goldmine of old content that can be re-purposed and re-promoted to help your website earn more links, keep your social profiles active, and drive more traffic to your site. On days when you can’t seem to get anything fresh down on paper, why not dive into your content archives and use what you’ve already got?
Categorized in: Content Marketing
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