Unless you’ve been hiding under a rock, the term thought leadership is the latest corporate buzz word making the rounds in business literature around the globe.
Having excellent content on our websites are key to keeping our websites optimised and fresh. Sometimes it is difficult to keep our great content that we wrote two years ago alive and still generating traffic. Keeping great content alive in 2018 has never been as easy.
The leaves on an evergreen tree stay green all year around. This is what we should aim to have our content achieve. Not be green all year around, but to be relevant, interesting and useful throughout the barriers of time. One way to achieve this is through the use of a content writer; whose job it is to make sure that you have evergreen content for your digital platforms.
You have a beautiful, easy to use website but are still lacking the visitors that you need to be sustainable. One way is through the optimisation of your content. This means making your content easy to read by implementing Search Engine Optimisation (SEO) on your blogs and pages of your website.
As a business, you will be updating your website content regularly. While this is great practice, and you should continue to do this, it pushes old content further down the search list. This means your wonderful and useful content will be harder to find. It gets buried beneath the new content. One way that you can keep your great content alive in 2018 is by linking new content to older content. This will mean that when your readers read the new content, they will be linked to relevant older content making it easier to find and keeping it alive.
We recommend that you optimise your older content before you choose to delete it. There are times when you change services and will need to delete certain content. In these cases you will want to make sure that those who have bookmarked your content are able to find something similar. This means you will need to implement a redirection. This will mean that when someone clicks on the url they are no longer taken to that post. The redirect will take them to wherever you choose to point them. This could be a new product or service, a similar blog or even a custom message.
Repurposing old content allows you to reach new readers and brings old content into the present without much effort. Choosing the best content to repurpose is crucial in this instance. Choose your evergreen content to repurpose means that your content is still relevant and people will still want to read it. Choosing content that has been popular in the past will lend to it continuing its popularity. What you can do then is turn these blogs into new material. You can host a webinar based on your older blog post. You can then turn your webinar into a YouTube video to place on your website. When you turn a blog into a guide you can then use it as a giveaway to boost your email list.
Each page of your website is given an inception date. This is the day that it is written. When your pages get older they drop in the search engine results pages (SERP). This means that while it may be relevant, the date of inception is old. This will require you to refresh the page regularly. You can do this simply by increasing the length of some of your blogs. Previously you could get away with 500 word blogs; today the search engines prefer posts that are longer. This way you can add new keywords, improve your internal links as well as linking to authoritative outside links. Updating the photos used will also change the inception date making it appear like fresh content.
Sometimes the original content is poorly written and it is best to replace it. This does not mean you need to start from scratch. It means keeping the same message and replacing it with a better version. This can show that you are getting fresh content and allowing you to bring old content to life.