What sort of content is your target audience looking for?
The first step is to find out what sort of content your target group is looking for online. There are several ways of doing this:
- Use Google Analytics, or a similar analysis tool, to investigate which of your published articles attract the most readers.
- Go through reader comments on your published articles (or social media posts that link to these articles) to find those with the most positive responses.
- Identify keywords and phrases that are trending in your industry (for example by using Google Adwords). What are people in your industry talking about? What are they excited, or worried, about?
Go through your content marketing archive and select the articles you want to reuse
Once you have identified the most important keywords, phrases, areas of interest, etcetera, you should go through your content marketing archive. Which of your published articles discuss these topics – at length or in part?
These articles, along with other articles that keep driving traffic to your website, are probably much too good not to use and share again. But before you do, go through the articles and check that they are still relevant and correct. Make adjustments where necessary; your content marketing should remain correct and relevant for a long time, that is part of what makes it such a great marketing investment.
Develop a publishing plan, and reshare your content
Social media and newsletters are great channels for sharing (and resharing) content. Some articles may be particularly useful to share around a certain time. It could be a product launch, an anniversary, or a trade fair or other major industry event.
Surely there will be occasions where it will be particularly beneficial to share your content marketing articles yet again. Far from all your customers and prospects saw your article the first time you talked about it on social media or in a newsletter, so make sure they get another chance to read it. Talking about these articles twice is simply the right thing to do. However, try to spread out your mentions a bit, so that your reused articles do not appear all over your social media or newsletters. Add them as a complement to your ordinary flow of brand new content marketing items.
Link to previous articles in your new content marketing articles – and vice versa
Whenever you write a new article, try to include links to at least two previous articles. More than two if possible, as long as it does not distract from the new, current article.
This may not lead to a greater number of blog visitors, not in and of itself, but it does help elaborate on your work and expertise. Give your reader several entry points from which they can approach and understand a subject. As such, it can also be a good idea to revisit older articles, and put in some links to more recent articles as well. Keep the reader interested, and encourage them to learn more about related topics, or other aspects of the subject they are reading about.
Hopefully, you can use these tips to repurpose and reintroduce many of your content marketing articles. Doing so will help drive new traffic to your website, strengthen your online presence, and provide additional material for your newsletters and social media channels. At Skapa, we have a long history of creating and refining content, so that it becomes – and remains – a valuable marketing investment. If you want our help with this, or have any questions, let us know!
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