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Compelling and regular content is essential to develop a successful digital marketing and SEO strategy, however, lots of articles and blog posts get lost in the thousands of pieces that are written every day.
Marketers shouldn’t forget that they can reuse old content that proved valuable to their target audience.
Recycling existing content
Before you start updating articles and infographics published years ago, take a moment to audit them and evaluate each article. Write down notes on what possibilities each of your pieces offer: can it be updated? Can it be repurposed? Can it be made more attractive in some way? Knowing what possibilities each piece offers will help you decide what the best action is to take in order to make the piece relevant and attractive to your present audience.
Using analytics to update content
Looking into Google Analytics and reviewing your page performance metrics can help you determine which of your articles should have performed better but didn’t and which ones were popular but then gradually lost attention over time. These are the pages that need your attention the most.
Spend some time updating the talking points within your content so that the article echo’s the latest information and trends. Research long-tail keywords and introduce them organically within your content so that Google sees how relevant and useful your content is and what benefit it offers to the audience.
Images, graphics and subtitles can make content more appealing and . If you find some compelling statistics that back up your arguments, include them in your content.
Images, graphics and subtitles can make content more appealing and inviting. If you find some compelling statistics that back up your arguments, include them in your content.
Create New Content Strategically
Now that you’ve learnt how to make the most of your previous content, you’ll be able to produce new content in a more strategic way. You’ll be able to focus more on what content to offer, how to produce it, what to include in it and how to make it absolutely relevant and appealing to your audience.
POLARIS is a digital marketing agency based in London. Contact info@polarisagency.co.uk for a free audit.
