{"id":2028,"date":"2019-06-27T15:52:18","date_gmt":"2019-06-27T13:52:18","guid":{"rendered":"https:\/\/www.dazzlepop.net\/site\/?p=2028"},"modified":"2019-06-20T15:59:36","modified_gmt":"2019-06-20T13:59:36","slug":"how-to-make-old-content-marketing-new-again","status":"publish","type":"post","link":"https:\/\/www.dazzlepop.net\/site\/how-to-make-old-content-marketing-new-again\/","title":{"rendered":"How to make old content marketing new again"},"content":{"rendered":"
<\/div>\n

Your archives just might be a traffic gold mine if you take the right steps to refresh and resurface those pieces, marketers say.<\/h2>\n\n\n\n

A major benefit of high-performance content marketing is that it doesn\u2019t have to retire. If a blog post, article or any piece of content does exceptionally well pulling in traffic, even for a short span of time, the topic can inform future content marketing choices.<\/p>\n\n\n\n

Expert content marketers know this and often recreate and update content that has delivered, giving it a second life and more opportunities to drive bigger results.<\/p>\n\n\n\n

From 50 clicks a day to more than 200<\/h2>\n\n\n\n

SEO consultant and podcast host Dan Shure was able to take one of his client\u2019s previous columns that had been part of a series answering reader questions and turn it into article that delivered substantial organic search results.<\/p>\n\n\n\n

The original column was part of a reader response series on Mark\u2019s Daily Apple, a fitness and nutrition website. The \u2018Dear Mark\u2019 column was a response to a question about intermittent fasting, serving only one objective \u2013 to offer reader feedback. The objective shifted when the column was identified as content that could be repurposed.<\/p>\n\n\n\n

\u201cThe objective did change because [Mark\u2019s Daily Apple website owners] saw over the years that the article originally drove search traffic, but that search traffic to this single article had declined. The search traffic was accidental, so the objective became to totally refresh the old \u2018Dear Mark\u2019 entry into an actual up-to-date post which could drive search traffic.\u201d<\/p>\n\n\n\n

The Process<\/strong><\/p>\n\n\n\n

Shure took the following steps to repurpose the \u2018Dear Mark\u2019 column:<\/p>\n\n\n\n

  1. To start, he instructed the client to move an exact copy of the original piece to a noindexed archived page on the website.<\/li>
  2. He then advised the client to completely rewrite the original content as an actual article (versus the reader-response format).<\/li>
  3. The previous content was replaced with the newly re-written version of the article, but remained at the original URL because it had gained authority over the years.<\/li>
  4. A link to the archived (noindexed) version of the content was included within the new article along with a note to the reader explaining the content had been updated, but that they could still read the original version.<\/li>
  5. Also, a link was included within the archived version back to the new content.<\/li><\/ol>\n\n\n\n

    Mark\u2019s Daily Apple: Old Content vs. New Content<\/strong><\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n

    \u201cThe set-up was done with both the user experience and the Googlebot\u2019s experience in mind,\u201d said Shure. Users would see a note that the article had been updated and that they could visit the archived version if they wanted, while the Googlebot could identify the connection between the old and new version, but not index the archived version.<\/p>\n\n\n\n

    The Results<\/strong><\/p>\n\n\n\n

    Without any extra promotion, the newly produced article resulted in high visibility and a significant upshot in traffic once Google picked up the updated article.<\/p>\n\n\n\n

    \u201cThe article went from barely 50 clicks a day to well over 200 clicks a day, and still maintains 125 clicks per day,\u201d said Shure.<\/p>\n\n\n\n

    Turning a \u2018listicle\u2019 into a lasting piece of content<\/h2>\n\n\n\n

    Brad Smith, founder of the content marketing agency Codeless, said his team often refreshes old content to keep it relevant and deliver better results.<\/p>\n\n\n\n

    \u201cBasically, we take content that historically performed well, but is starting to slip, and rewrite it, update, etc.,\u201d said Smith. One example provided by Smith included an update to one of his company\u2019s own \u201clisticles\u201d that involved 22 tips and approximately 5,500 words.<\/p>\n\n\n\n

    \u201cThe content was solid, but kind of all over the place. And even though it ranked fourth without any real promotion or link building, we could tell that it didn\u2019t really perform for us in terms of driving leads,\u201d said Smith.<\/p>\n\n\n\n

    Solid content, but lackluster performance<\/strong><\/p>\n\n\n\n

    Google Analytics showed the original piece had an 89.61 percent bounce rate and 88.86 percent exit rate from organic search visitors.<\/p>\n\n\n\n

    \u201cLiterally, everyone that came to this page almost left immediately,\u201d said Smith, \u201cOur goal was to completely rework it so that people wanted to actually stick around, and also bring it more in line with our current positioning for potential lead gen.\u201d<\/p>\n\n\n\n

    Smith\u2019s team rewrote the piece entirely, reducing the word count to 1,500 words. They also added a \u201creal life\u201d example within the content to increase engagement and an audio version of the content recorded by a voice actor. Custom, branded images were included throughout the content to illustrate different points and the team tested headline variations to determine which performed better.<\/p>\n\n\n\n

    The content was also translated into multilingual versions for wider consumption, and Codeless ran Facebook ads around it to accelerate results.<\/p>\n\n\n\n

    Added benefits of supplemental content<\/strong><\/p>\n\n\n\n

    \u201cCreating custom, branded images and video didn\u2019t just help on-site content performance, it also provided us with ammunition for creating better ads too,\u201d said Smith, \u201cOne little investment boosted page engagement and lowered ad costs. In the three ads we created for this campaign, the headline and description copy were exactly the same. The only difference was the media asset.\u201d<\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n

    Smith says the \u201cCustom\u201d variant of the ad outperformed the other two with a $0.439 cost-per-click (CPC). The \u201cCustom\u201d version of the ad used a custom image versus the \u201cFeatured\u201d version which defaulted to the featured image used in the post. Smith\u2019s team found that the \u201cFeatured\u201d version with the default image performed the worst of the three ads at $1.486 CPC. It\u2019s worth noting here the custom image far outperformed the featured image as most companies do not use custom media in their social posts, instead relying on the featured image that is automatically inserted within the ad.<\/p>\n\n\n\n

    \u201cThat\u2019s another 70 percent CPC cost savings on social distribution that most companies leave on the table by sticking with the default featured blog post image,\u201d said Smith.<\/p>\n\n\n\n

    The video option was second at $0.617 CPC and a 1.051 percent click-through-rate. Overall, Codeless was able to drop exit rates for the content by 23 percent and increased the average session duration from SERP visitors by 280 percent.<\/p>\n\n\n\n

    <\/p>\n\n\n\n

    Source: https:\/\/marketingland.com\/how-to-make-old-content-marketing-new-again-258011<\/a> <\/p>\n","protected":false},"excerpt":{"rendered":"

    Your archives just might be a traffic gold mine if you take the right steps to refresh and resurface those pieces, marketers say. A major benefit of high-performance content marketing is that it doesn\u2019t have to retire. If a blog post, article or any piece of content does exceptionally well pulling in traffic, even for […]<\/p>\n","protected":false},"author":3,"featured_media":-1,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"categories":[45],"tags":[31,65],"class_list":["post-2028","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-business","tag-marketing"],"yoast_head":"\nDazzlepop | How to make old content marketing new again<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dazzlepop.net\/site\/how-to-make-old-content-marketing-new-again\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dazzlepop | How to make old content marketing new again\" \/>\n<meta property=\"og:description\" content=\"Your archives just might be a traffic gold mine if you take the right steps to refresh and resurface those pieces, marketers say. 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