Article marketing — it’ ersus the linchpin of our B2B articles marketing strategies. And 56% of B2B content marketers have upped their particular investment in content creation over the past year— more than any other spending area.
Without a constant cadence of fresh, quality articles we can’ t proactively adjust to our audience’ s changing requirements nor consistently reach, inform, participate, entertain, or inspire action inside them. And for most content online marketers, this effort is often grounded within creating net-new content. But quality is the eye of the beholder; high quality content creation doesn’ t have to be accomplished from scratch.
Refreshing existing content is a huge opportunity, playing an integral role inside your always-on content marketing strategy. It’ t not only more efficient to produce, but when completed strategically, it can also boost results, enhance user experience, and extend the life span and relevance of the content you’ ve worked so hard to produce.
As it’ s been sung, everything aged can be new again. Below are all the reasons why you need to identify refresh possibilities and how you should approach it.
3 Great Refresh Existing Content
#1 – Content material takes time to “ mature within search” — and needs to be nurtured.
SEARCH ENGINE OPTIMIZATION is a foundational element of content marketing and advertising. You know your buyers are becoming progressively self-directed in their search for answers, plus you’ re creating SEO-informed happy to satisfy their queries. But if you simply focus on new content creation, you’ lso are leaving potential on the table.
We’ ve many experienced those sweet, near-instant benefits in search results after a new write-up goes live. But typically, it requires time and smart optimization to achieve consistent organic traction. In its posting examining top ranking factors , Moz’ s Jeff Baker discusses three different correlations between age of a post and its key word position. Based on their research, this took roughly 100 days or even more for a new article to realize the full potential.
Image credit: Moz. com
While pages require time to mature, without the proper growing their relevance can degrade as time passes; this is the “ fresh” factor. Basically, strategically updating older posts may improve rankings as search methods prefer fresh over stale content material. Data and insight need to guide the type of updates you create, but updates could include marketing tweaks to capitalize on brand new related keyword rankings, expanding or even refining content around certain designs, and link building.
Once again, Moz illustrates how quality can fade in the eyes associated with search engines.
Image credit score: Moz. com
#2 – Refreshing allows your content to develop WITH your audience.
Search is constantly evolving. Not just are search engines getting more advanced, but the way people are searching is promoting as well:
- Half of all smartphone customers use voice technology. ( comScore )
- Mobile phones are expected to be used for 80 percent of all internet access in 2019, the 10% increase from 2017. ( Quartz )
- Mobile searches for queries along with questions like “ do I need”, “ should I”, and “ can I” have grown by a minimum of 65% over the past two years. ( Google )
As queries get more particular and question-based with natural vocabulary, making tweaks to your content to go with those relevant queries and possibilities allows you to better match users requirements. It paves the way for being the best answer, whenever, anywhere, and however your audience is certainly searching.
#3 – Relaxing could give you leg-up on more your competitors.
Content marketing is no longer the new sparkly object in the B2B realm. Articles marketing is simply modern marketing. Because content continues to proliferate you’ lso are likely competing for visibility plus reach with your direct competitors inside your industry, as well as indirect competitors like third-party review sites, industry journals, independent bloggers, technology providers, and so forth.
You will find countless billions of webpages in the Google Search Catalog , and while offering different audiences and thought management purposes, there’ s likely a few overlap in keyword targeting. Let’ s take “ B2B content material marketing” as an example— industry guides such as Search Engine Journal, tools such as BuzzSumo or HubSpot, platforms such as LinkedIn*, and of course B2B marketing companies like us, have all produced content material on this topic.
So , when it comes to refreshing articles, you have the opportunity to see how your content is definitely stacking up to all the competition plus make data-informed tweaks to distinguish and personalize for your core viewers.
How to begin with Refreshing Content
Identify Refresh Possibilities With a Content Audit
You’ ve released a lot of content. And more than likely you have several which are top-performers, bringing in tons of traffic. Additionally you may have some good performers or increasing stars in there, as well as pieces that will simply haven’ t gained any kind of meaningful traction.
Refreshes can help you bolster all those top-performers and hopefully improve overall performance of other pieces.
To know where to concentrate your refreshing and optimization initiatives, you need to know how your existing content material is performing with an audit. Simply by auditing your current content for present rankings, position changes, traffic styles, and more, you can see which posts possess the greatest opportunity.
Put Experience in the Driver Chair
Relaxing is about both your audience as well as the search engine. So , when you revisit articles to make optimizations, you need to ensure you maintain both parties in mind. Focusing solely on the audience could mean missing out on a crucial SEO opportunity. And the opposite might be said when zeroing-in on SEARCH ENGINE OPTIMIZATION.
In order to tick both boxes, carefully analysis your content’ s current consumer experience with metrics like time upon page, click through rate, jump rate, pages per session, or even scroll depth. Analyzing these information points should give you an indication which areas of the experience need the most interest and which sections of your content might need adjustments. This helps you avoid providing an unsatisfactory user experience that will results in drop-offs from both your own audience and site crawlers.
Repurpose Exactly where It Makes Sense
There’ s refreshing and repurposing. Refreshing is updating something that currently exists. Repurposing is taking something which exists and using it to create something totally new. And there’ s a place for in your content strategy.
When should you repurpose so when should you refresh?
A top-performing, broad article is a great repurposing opportunity. You’ ve covered the topic with broad shots. And through repurposing you can drill down a little deeper into some of the particular themes or opportunities, using some from the existing content to support your story.
Alternatively, in-depth content that is ranking for a number of long-tail keywords is another good repurposing opportunity. If you split the content in to several pieces, with each one concentrating on a different long-tail variation, you could significantly improve those organic rankings plus traffic — all by repurposing plus restructuring the original piece.
In addition , repurposing can assist you personalize content for specific verticals or audience segments. Through repurposing, you can take an existing article and customize it for a different target audience along with new data that’ s appropriate for them, solutions to their biggest discomfort points, and more.
Renew for Success
Everything old can be new once again. From SEO to growing your articles to match your audience’ s needs, there are many benefits that come from refreshing articles. Refresh for success by conducting the content audit, keeping both human beings and search engines in mind, and repurposing when and where it makes sense.
Exactly how else can you maximize the value of your own B2B content? Get an inside check out the future associated with B2B Content .
*Disclosure: LinkedIn is really a TopRank Marketing client.
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