New content is important to a website, however, constantly striving to create new content can become burdensome, and more importantly, distract us from capitalizing upon the content we have that is working well. What do we mean?
With the content you already have published online, our strategy is to maintain awareness of our inventory. Following some basic steps, we’re then able to leverage existing assets in a more targeted fashion, and create more opportunity. Let’s review.
Keep a list of your content and assets by inventorying everything on your website, in your marketing mix, and keep this list handy for ongoing review. Content is not merely your blog post and website pages either, you will also want to list video, ebooks, audio, images, and other items you have published online.
Organize your list of content assets by category. Typically we publish content in categories on our blogs, so keeping your list organized allows you to quickly leverage, edit, republish, and assign to appropriate categories for consistency and increased ranking weight.
Who is the target audience for the content or categories we have published online? By taking some time to decipher who the target audience is (even appears to be from traffic metrics), you gain more useful insight to your content strategy, content use, and target audience which helps with focusing our content new and old.
Monitor your Analytics (web statistics) and know what posts and content has been the most popular. As well, where are most of the visitors (or best visitors) coming from when they reach your website? Knowing this information gives us a more focused and strategic opportunity when leveraging our existing assets and publishing content.
In addition, your statistics and the insights gained provide you with a key opportunity to optimize current web pages and blog posts for keywords and phrases that will strengthen this content for the target market trying to find your website via search.
Here are some methods for leveraging your content and website assets:
- Create an ebook from existing content
- Interview subject or industry experts
- Link new content to older relevant content
- Find places to link-back to your existing content
- Invite guests to write guest posts, and link to existing content
- Focus attention upon your strongest categories to create authority.
All these things strengthen your current assets, help to optimize your website for search engines, and set you apart as an authority.