These are the times of conservation, be it in nature or in the digital world. You will notice how you put out content every now and then. Probably you promote them actively for a period and then you pick up the next piece. You forget about the previous one when the new one comes along. There is little sense in continuing to add content to the online world when almost none of them realize their true potential.
On the other hand, if the content you publish and optimize regularly clicks for you, it will pay equal, if not more, dividends for you. I’m not advocating that you give up publishing fresh content altogether. I’m only saying that you should have someone in your content marketing team to look after content that are published and are probably lying underutilized.
This brings me to categorize forgotten content into two types: underutilized and un-liked. The first category belongs to those content pieces that you wrote and promoted with much fanfare. However, after a time, you let them find their own feet. When they couldn’t, they hit a bottomless pit of underutilized online content. The second category is of those pieces that were not read, or liked, on Facebook or otherwise. While the previous category gave you some momentary gain, this second type never clicked at all.
You first job is to identify these pieces of content in your stream. The age-old friend in this regard is Google Analytics! You will find out content that got visitors but little shares or links. These had some visitors but they probably didn’t like what you offered them. You will also find content that has underutilized potential. For example, there may be opportunities to increase links or probably contain broken links to external pages. While you are at it, you can work on the keyword alignment for better targeting of readers. Hindsight often allows you a clearer vision that you didn’t have when you wrote the piece.
There are many ways to deal with content that already exists. Other than the ones mentioned above, here are some other suggestions:
- You are often writing posts on the same topic to increase the number. Clients, and I know this so well, ask for an increased number of posts when there are only a few variations of the topic possible. As a result, you have more than one posts on the same topic and none of them clicked! You can try to consolidate all of them into one post. That way, the reading material is more compact, less vague.
- A great way to use old content is to rework it. You can tweak keyword arrangement, like I mentioned. Additionally, you can use a different format to present those same ideas. How about inserting an infographic? Or a graph? The original piece didn’t work anyway, so you have the license to experiment and see if it clicks.
- The third way is by far the most obvious one: improvement. You had put out a page. It didn’t work, probably because it was not good enough anyway. Instead of blaming n number of reasons, accept that you did a shoddy job with the writing. Write it again with a fresh mind and approach. You will find loopholes without any provocation at all! Once it has improved, you may find more acceptability among readers.
With the writing out of the way, the next part is promotion. You have already tried some ways to promote the piece when you wrote the original version. This time around, try out those methods and include new ones as well. Consider speaking to other authors on similar topics. Share your work and try to get into the mainstream channel for your line of content. If you can get a toehold, you will be in a much better position in terms of content visibility.
Also, never rule out projecting the content from a different angle. You have burnt your fingers one with this piece. This time around, study your content well and then target readers online. Who knows, this time around, you may hit the proverbial cat in the dark!