We are all familiar with the content marketing cycle: Post solid content. Garner loyal readers. Climb the search result rankings. Repeat — because search engines ultimately reward outlets that regularly post “fresh” articles.
But, if you’re a one-person department or your team is stretched super thin, it can be a real challenge to get a well-written, thoughtful bit of content up every day. Days slip by as you labor over a lengthy post or simply don’t have the time to dedicate to writing and, in turn, your search engine optimization (SEO) ranking falters.
As a growing startup, TrueFacet’s editorial team is lean but mighty, and our blog, The Loupe, is an incredible driver of organic traffic. To make our efforts go the extra mile, we concentrate on penning articles that will resonate with our audience and constantly refine them to feed into our SEO strategy. This alleviates the stress of having to crank out totally new content with a limited team while maintaining month-over-month organic traffic growth.
So, here are five quick wins to help you quickly update and rework older posts to keep your editorial calendar full and boost your SEO ranking.
1. Repackage old content as a roundup or an all-in-one-place guide.
Pool together related posts from your archives into a fresh post, positioned as “Your Ultimate Guide to …” or “Best of June 2018: Readers’ Favorite Articles from the Month.” This reintroduces older posts to readers who may have missed them the first time around.
Even better, this type of interlinking throughout your blog bumps up your SEO ranking.
2. Update old posts.
Dip into your archives and brush up any old stories with new links, stats or figures. Or, tack on an addendum to keep the information relevant. Regularly refreshing old articles can also act as a stimulant to your SEO ranking, rewarding blog posts that are edited (e.g., “last updated on” versus “published on”) and, therefore, made up to date.
3. Collect quotes from employees or industry experts.
Email a general question to your colleagues or around the office, and gather up the different responses to craft your article. And consider using the posed question as the headline to start trending for voice search. Be sure to let people know if their answer is featured, and encourage them to share it with their social network — the more eyeballs, the better!
4. Make an article of relevant links.
Show how “plugged in” you are to the industry and pull together a roundup of relevant and newsworthy stories from other sources. Give a quick overview, complete with your editorial opinion of why the piece is important to your reader, and include an outbound link.
This is also a smart way to foster content syndication relationships with vendors, brands and other publishers. As you promote their stories, it opens the conversation up to content shares and linkbacks — a major boon to your SEO strategy.
5. Tease apart ‘high-level’ blog posts into more focused articles.
If you have a series of blog posts that cover very broad topics, break them down into smaller, bite-sized articles. While these drilled-down blog posts will not get the broad reach of the parent post, they can serve people who are looking for answers to specific questions. Leveraging the long-form article will alleviate some of the time and effort you’d need to research your follow-up.
Get clever with these easy ways to keep publishing new content without sacrificing your quality of work to keep climbing higher in search results!
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