By Kelly Grainger, CreoLogic Design Inc.
In my previous blog, I mentioned that even if you have a well-designed website, quality content is essential to achieving good rankings with Google. However, if you’re an SMB with limited resources, how do you keep coming up with new content that engages and entices your readers?
By reusing your old material! A good piece of content can strengthen your brand, attract more traffic, and improve conversion rates, even if used more than once. It’s all about repackaging old evergreen (things that work well year after year) or popular (attracting much interest) content in the right way. It needs to appear fresh and new to both current and potential customers. The key is having either a good story or information that offers value to the reader.
Instead of archiving your old blogs, identify those that successfully achieved either—or both—of those goals. If you use Google Analytics, it should be relatively easy to determine which content attracted the most interest. If you don’t have a way to do that, contact me at email@example.com to set something up for you.
3 ways to revive old content to drive new engagement
Once you’ve identified the content you want to reuse, what’s next? Here are a few ideas to inspire you:
- Create a series: Take a list included in an old blog and convert it into a series of articles, expanding the content to include “how” and “why” based on additional research. This allows you to create new, more appropriate links— keeping the content updated—and improving your internal linking structure. You can then share your new series across your social media channels to bring in even more traffic.
- Transform it visually: Repurposing content by converting it into a visual or infographic can increase your reach significantly. Content with images gets 94% more views than text-only content. Of greater importance to SMBs, 60% of consumers say they’re more likely to consider or contact a business where images appear in local search results.
- Create an “Ultimate Guide”: Consolidate a variety of blog posts related to a specific topic, creating a comprehensive guide or eBook. Create links in the guide to blog posts or pages you want to be ranked. Raise the profile of your brand by advertising the guide through emails, newsletters, or as a guest post on relevant sites.
At CreoLogic, we can quickly help you identify old content along with the best way to repurpose it to increase engagement with both new and existing customers. Visit http://creologic.ca/ or contact me at firstname.lastname@example.org to set up a time to chat.
About the author
Kelly Grainger is the Founder and President of CreoLogic Design Inc., a leading website and SEO company based in Edmonton, Canada. Leveraging 20-years’ experience, Kelly’s focus is on helping local companies take advantage of digital transformation to enhance services and create competitive differentiation.