I've said it before, and I'll say it again... your content shouldn't just be posted and forgotten.
Step out of the mindset of date-specific campaigns and consider content collectively, as an long-term strategy for your site as a resource destination.
In fact, HubSpot took a look at their analytics, and realised that 76% of their blog views came from old posts. Giving some attention to that backlog of content could not only throw up opportunities for more conversions, but also give you an insight into what you should be creating or repurposing in new formats.
The article below from Write My Site highlights some very useful points for increasing the impact of your content strategy.
The part which stood out for me?
Carrying out a content audit.
Combining the discoveries from HubSpot, and these insights from Write My Site, I had a think about what we can do to use the content we've already invested time and money in, to create something new and effective.
Here are my top 3 tips for a content spring clean:
1 - Take a look at the results your current content is getting. For blogs don't just think traffic, but consider CTA clicks and conversions. Delve into the performance of a whitepaper. If the landing page is getting views but no form submissions, perhaps the copy needs tweaking. If the page isn't even getting viewed, is the title or topic of the whitepaper the right one?
2 - Consider what content could be repurposedinto other formats.Perhaps you have a popular blog post which you could develop into an eGuide, or a whitepaper which is getting no interest and could be more appealing as an infographic.
3 - Look at how you're promoting your content. Visuals work brilliantly on social media, so why not pull statistics from a blog post, turn them into a graphic and post on LinkedIn with a link to the post? Remember to promote historical content just as much as new, if it's still relevant.
The lesson here is that just because you've clicked publish, and moved onto the next project, that shouldn't be the last thing you do. Put a date in your diary for a content spring clean (and an autumnal one too, if you want to make your life easier) to assess everything you have live on your site, and make a plan for what to do with your findings.
Deciding to add a zero to the volume of content you’re producing doesn’t have to be as complicated as you might think. The first step is to carry out a full audit of your existing content and identify evergreen pieces that can be reformatted for other channels. Keep a particular eye out for long-form content, such as guides and detailed blog articles, as these are often ripe for recycling. For example, you could repurpose a white paper into a selection of blog pieces (on-site and guest blogs), a Slideshare presentation, or an email autoresponder series. Perhaps you could pull statistics, quotes and other information from existing articles for use in Tweets and social media updates. There are endless options – you don’t always have to create a new piece of content from scratch to increase your output.