Content and Copy
If you’ve been in the business of content marketing, blogging or SEM for any amount of time you have posts, videos and other various and sundry content scattered throughout the interweb that you have long forgotten about. Given the elephant-like memory of Google (just think about the all of the news about “right to be forgotten” that we’ve been hearing) you can be confident that your mature content is still out there representing your brand, for better or for worse.
The fact that nothing ever goes away has two consequences: The first is that you don’t simply allow older content to languish but, instead, occasionally update it in order to stay in synch with the current brand aesthetic and to give it a boost in the SERPs. The second consequence of your content’s immortality is really just an extension of the first and it means you can breathe new life into the content by making it bigger, better or putting a whole new spin on it.
We’ve all seen it before: you go to the store to pick up a box of your favorite cereal or a bottle of shampoo and it is suddenly NEW and IMPROVED. How exactly? Well, to be honest, that’s not ever really clear (unless you’re talking about the disaster that was New Coke oh so many years ago) but it’s not the point either. By tweaking a few things, marketers of shampoo and content can create renewed interest which saves time and money because no one has to reinvent the wheel.
Another great way o utilize old content is to use it as a starting point for further elaboration. Why not do a callback where you review your old product videos? Or, if you have ongoing promotions, don’t just let them sit there gathering dust because you assume everyone already knows about them, remind them! By adding onto mature content and making it bigger you’ll increase the likelihood of it being re-indexed by the search engines, reconnect with your audience and add new eyes as well. It’s a win-win any way you look at it.
Struggling with what to post today? Why not take a walk down memory lane and repurpose an older post. Whatever you do though, have a good weekend!