Republish Your Content
As mentioned, a lot of us have a lot of content. But we keep publishing new content again and again and again. We put a ton of work into our new content, push ourselves to meet the deadlines for it, publish it (with hopefully at least a few hours of fanfare) … and then move on to the next deadline.
Over time this creates a massive stockpile of old content. A content vault, if you will. And vault is the right metaphor. All that content was expensive to create. It could be translated into revenue. It could be generating sales. But mostly… it’s just going unnoticed.
(You’ve heard that scary old stat from Sirius Decisions, right? That 60-70% of B2B content goes unused.)
So what if we took some of our old content and republished it with updates, in an expanded version … maybe after we’ve spiffed up its SEO and perhaps added a better-targeted content upgrade or some other lead gen call to action?
It would take some time, sure. But it would take far less time than it would take to create an entirely new post.
We could make this tactic even more effective if we didn’t try to republish all our content. Just, say, the top 20% of it. The best-performing content. That could be the 20% of pages that generate the most leads or attract the most traffic or links. Or whatever other metrics you fancy.
Many of you will recognize this as what’s called a “content audit.” They are (alas) kinda like the tax audits … but, in this case, you get to control the process and you get to benefit from the outcome. A lot.
Content audits can be small or large, of course. You don’t have to make them into an ordeal. In fact, most content marketing software gives us some pretty useful information with the click of a button or two. That’s intelligence that used to require a content audit. Now it’s far more accessible, if we take the time to look.
Want to learn more about how to optimize your older content? Read our blog post, “How to Breathe New Life Into Old Content.”
Pulling this all together
We’ve written about this before on this blog, but I want to suggest it again: Consider a content fast.
What’s that? It’s a moratorium on creating content for a specific length of time. Say, a month. Or two weeks. You publish no new content in that period.
Instead, use that time to apply everything we’ve been talking about here. Stuff like:
- Setting up a system to automatically re-share your content over the year.
- Figuring out a way to efficiently promote your content, and setting up a system to do that (including the necessary resources).
- Reformatting your top-performing content into 2-3 new formats (videos and interactive quizzes are worth a try).
- Updating, optimizing, and then republishing your best-performing older content.
- Running a content audit to see where your content is performing well, and where it’s not. And then adjusting your strategy and plans accordingly.
Not so sure about this? The content team at Unbounce tried it. They called it “a content hiatus.” You can read about the positive results Unbounced experienced here.
Content creation is great, but it’s only one aspect of content marketing. You can get far more mileage out of your content by:
- promoting your content (both when it’s published and thereafter)
- repurposing everything you publish
- republishing any content that’s more than a year old, after you’ve updated it and optimized it for performance
None of that is hard to do. It just takes some planning, and the time and resources to do it.
Back to you
Are you re-sharing your content? Repurposing it? Republishing it? Tell us how it’s working in the comments.