Why You Should Leverage Your Existing Content

Written by Nick Stamoulis

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When it comes to marketing your business online, there’s no doubt that content is at the cornerstone of many things that you do. After all, it’s the content that will essentially attract visitors to your website, especially if it is well written and useful to the audience.

However, too many marketing departments fall into the trap of blindly churning out new pieces of content without leveraging the pieces that have already gone live. Here are some strategies that will help you leverage your existing content:

Perform a Content Audit

Before you start creating new content, you should perform a detailed content audit so that you can know where you currently stand.  This will help you determine which topics still need to be covered, which pieces of content need to be tweaked, and whether or not you should continue to promote the pages that have already been live on your website for a while. While performing the audit you should look for things such as thin content, multiple articles covering the same topics, anything that is outdated or irrelevant, know which pieces of content still need to be leveraged, and also keep a list of topics that still need to be covered.

Promote Content on a Regular Schedule

In addition to promoting any new content that has been developed, you should also take the time to share content that has already been written. You can share older content on social media sites such as Linkedin and Facebook, as well as linking to them internally from your company’s website. Instead of letting older content fade into obscurity, it is a much better strategy to put them in front of your audience on a revolving basis. Besides, as your audience will begin to grow, you’ll want to give the new people a chance to engage with some of your older material.

Expand on Older Content

Google has warned against producing thin content. Any content that is live on your website should adhere to Google’s Webmaster Guidelines. Related to content, the warn against creating pages that don’t provide value to the reader. According to Google:

One of the most important steps in improving your site’s ranking in Google search results is to ensure that it contains plenty of rich information that includes relevant keywords, used appropriately, that indicate the subject matter of your content.

Given this, you are much better off expanding on content that is already on your website if that piece of content covers the subject in full. It is much better to have fewer pages of content that thoroughly cover a topic than to have multiple pages that seem to leave your audience wanting more information.

Too often, marketing departments are so focused on creating new content that they don’t leverage existing content as well as they can. When we create a content strategy for our full service SEO clients, we always take a look at what’s already on the website so that we can find a way to leverage it. We also wouldn’t want to create new content that has already been covered!


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