Businesses that engage in regular blogging are likely to earn more leads, gain greater numbers of backlinks, and report better levels of trust with subscribers. Most established businesses will have a content marketing strategy in place, but there is a constant struggle to win the attention of readers. One often overlooked strategy is to work on freshening up successful posts that have seen a reduction in traffic. If readers were interested in the post after the initial publishing, it should be possible to gain a similar reaction with some simple changes or improvements. The following methods can all be used to ensure your content feels fresh and evergreen long after it was first created.
Update When Required
Running content audits will reveal articles that need updating. You can then prioritize based on the popularity of the article and its continued ability to draw traffic. An update might only require a small number of changes, but it can then be promoted again. Using the typical forms of promotion, including social media, email marketing, and outreach, you can let people know that a popular post has been updated with brand new information.
Respond to Comments
An active comment section can increase engagement in the main content. While comment sections often have a negative reputation, moderating contributions can help avoid some of the common problems. It is also important for the writer to contribute to comments, answering questions and adding detail to certain points.
Answer Common Questions in the Post
Blog comments, along with social media and email responses, should reveal some common questions. This applies in particular when the content has received a positive reaction and readers are actively taking action based on the information. Taking these common questions, create an FAQ section that answers everything your readers want to know.
Respond to Bloggers
If your article has some popularity, various other bloggers will create responses and have their own opinions. Adding a reply to a popular blogger can create a dialogue that encourages contributions from readers. You could both agree with each other on most points, but there could also be some friendly competition that produces debate. If other bloggers haven’t discussed your post, leverage your relationships to gather some opinions for a response.
Add a Social Media Feed
Social media often leads to interesting discussions, but they might get lost as they move further down the feed. Adding this content to your blog helps to keep the best responses and discussions in the public eye. Depending on the social network, you could make use of hashtags and embed codes to present the content in a readable manner. Alternatively, you could just screenshot the important contributions to make them easily digestible.
These simple improvements, which require only minimal work, can alter the perception of your blog. Readers are eager for fresh content, with older posts often leaving an undeserved negative impression. By adding to and changing an older post, it can be reinvigorated, and readers will be eager to consume it, coming to the content with an open mind. Most established blogs have a selection of exceptional posts just waiting for an update, so why not find an opportunity to provide for your readers quickly?
About the Author
Jason Healey is the author of From Ranking to Revenue: A Business Owner’s Guide to Successful Search Engine Optimization with a focus on helping businesses generate measurable revenue from the Internet. Jason Healey is Founder and President of J2H Digital Marketing Agency. Since 2013, Jason has advised over 100 small businesses throughout the US on their search engine optimization strategy and execution. Jason is an Online Certified Marketing Professional (OCMP), Certified SEO Expert from MarketMotive and has a professional certification in Digital Media & Marketing from Duke University.