Editor’s word: This text relies on a presentation at Content material Advertising World 2019 from RazorSocial’s CEO, Ian Cleary.
Creating internet new content material that fills your complete editorial calendar and drives enterprise outcomes generally is a time- and resource-consuming job. And whereas it’s clearly vital to proceed to create new and contemporary content material as a part of your content material advertising and marketing technique, you shouldn’t neglect the items you have already got.
Whether or not your targets are to extend publication signups, content material downloads, or demo requests, listed below are a couple of ideas from Content material Advertising World speaker and RazorSocial CEO, Ian Cleary, on how one can breathe new life into present content material.
Drive visitors from the backend
All content material entrepreneurs know the significance of backlinks from an website positioning technique standpoint (and in case you don’t, backlinks to your content material from different articles are an important consider Google’s natural search rating). So when making an attempt to drive extra visitors to an present piece of content material, you’ll need to increase your search rating on your goal key phrases (let’s be sincere, web page 2 of Google could as effectively not even exist), which might be carried out by increase backlinks. One other plus of backlinks: for highly-searched key phrases, the primary few hyperlinks on the SERP are in all probability getting nearly all of visitors. In case your content material is linked in a type of articles, you’re extra more likely to get clicks to your web site.
Nevertheless, you’ll need to be strategic together with your backlinking efforts — you need to concentrate on discovering excessive authority pages (each your individual and on exterior websites). Backlinks to your article from excessive authority domains will give your content material a greater likelihood of rating larger and subsequently, receiving extra visitors. Use a instrument like MozBar, which lets you see the web page authority and area authority for hyperlinks searched in Google in an effort to get probably the most bang on your backlink buck.
When you’ve recognized the excessive authority pages and domains which might be related to your services or products, now it’s important to determine the way you’re going to safe these backlinks. Listed below are a couple of methods you’ll be able to go about it:
Ask the particular person accountable for the content material for these excessive authority pages for a hyperlink trade
Provide to put in writing “visitor posts” on excessive authority websites which might be related to the merchandise/companies you present. Pitch a subject associated to a chunk of content material you need to rank higher in an effort to hyperlink again to your present publish
Grow to be a visitor on a podcast or webinar and strategically point out assets you’d wish to level visitors to
Discover damaged hyperlinks in your rivals’ web sites (you’ll find these in instruments like SEMRush), discover out who’s linking to them, and attain out to them with different hyperlinks from your individual present content material
Use a instrument like Buzzsumo to search out the place your model title has been talked about with out being linked and attain out with a hyperlink to the present piece of content material to which you’re making an attempt to drive visitors
Professional tip: Along with backlinks, ensure that your technical website positioning is optimized, too. Right here’s a guidelines of what to search for when conducting a technical website positioning audit.
Get probably the most out of your content material
Acquiring backlinks can typically be out of your fingers, however optimizing your present content material to drive conversions is low-hanging fruit. Relying on the healthiness of your web site, you would possibly need to take into account doing a full content material audit in an effort to actually increase visitors and conversions. Listed below are among the issues you need to concentrate on when optimizing present content material:
Take a look at older content material you’re rating for and refresh it (concentrate on the highest 20 posts that drive folks to your website and ensure they’re up to date and optimized for goal key phrases)
Redirect content material that doesn’t obtain quite a lot of visitors to different hyperlinks in your website
Take away previous content material with no backlinks and no visitors inside a yr
Optimize any content material that you just rank for on web page two of Google
Add CTA’s — each inline and as popups (gated downloads, publication sign-ups, and many others.) — to present content material that already generates a excessive quantity of visitors
By taking inventory of the content material you have already got, you’ll be able to simply make iterations that can generate extra visitors and drive readers to take motion.
For extra from Content material Advertising World, watch our CEO’s session on why content material entrepreneurs ought to lead the transformation to built-in advertising and marketing.
Ali Hart is NewsCred’s Content material Advertising Supervisor.
Initially printed on Nov 12, 2019 12:00 PM
