Think about it for a while: search engines do keep all the content once posted on the Web forever, and it is likely enough that a potential customer’s first interaction with the brand may happen through some outdated page.
It would be ideal to include the revision of such old pages into your content marketing strategy, in order for them to continue serving their functions (including new customers’ conversion). Yet, content repurposing must be deployed in a smart way, to avoid the impression that you have nothing new to share with the audience. Here are some tips to consider:
1. Announce the improvements
Remember the popular tactic of food and beverage companies: without making some major product reinventions, they simply put a ‘new and improved’ tag onto the packaging, positioning it as a slight improvement which their consumers will surely like. Why not adopt it in your content marketing?
You can improve the old versions of your website tools, regularly update legislation section, enhance the quality of all the offered information, etc. This approach corresponds to the concept of agility in digital marketing, under which making valuable incremental adjustments to the existing content can bring you more than putting effort into the creation of something new.
2. Identify new opportunities
Your old content can help you in driving valuable insights and predicting the success of future marketing initiatives. Simply continue to monitor the audience’s reaction to every piece of your content, not just the most recent one. What is holding your site visitors’ attention longer, what is encouraging them to interact? Sum up the data and ensure that your further marketing plans are supported by the success of your former initiatives.
3. Connect the past to the present
Consider building a parallel between the past and the present of your brand. Remind your consumers of where you were a year ago, and show them what has changed. This works well for any type of content, but best of all – for event specific content. A conversation on social networks starting somehow like this: “Looking forward to the upcoming event? Check out last year’s pics” – can both serve as a nice lead to the annual activity and draw more eyes to the old post.
4. Use the principle of a callback
People love to feel familiar with the subject matter, so try to give them the sense of affiliation by recollecting your past initiatives in which they were participating. Creating audience rapport will help you a lot in achieving various marketing goals.
The main idea you should drive from the above tips is: do not leave your old content to rust. Instead, try to awake the sleeping giants.
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