If you want people to continue visiting your website and social media accounts, then, well, you need to give them a reason to visit. The best way to do this is by creating quality, useful content that showcases your reputation and authority. But of course, this takes work, so you want to make sure you’re making the content you create work as hard as possible. Instead of just sharing your content once, use it again and again! Here’s how you do it.
Create Evergreen Content
The article you wrote talking about the 2014 World Cup, alas, is not going to do much for you. The content that you should be reusing should be “evergreen content”; that is, content that is as relevant today as it was three years ago. If you’re offering advice on how, say, to get over a break-up, then that’s evergreen. Whatever you said three years ago will still be applicable today. If it’s content for all times, then you’ll be able to share it over and over again without anyone commenting that it isn’t relevant.
Keep Things Organised
We go through the same things every year, and some things every few years. Your post about Valentine’s Day from this year can be used next year. Your video about the best ways to enjoy summer can be used again and again. But you have to know what you have if you’re going to comment on these annual moments. Integrate Microsoft Cloud Services into your business, create appropriate folders with your content by month/season, and, when that time of year rolls around, your staff will be able to dip into the archives and pull out an appropriate post. You can’t repurpose an old post if you don’t know you have it!
Research How People Consume Info
How people consume information is changing; indeed, it’s forever in flux. The podcast was once thought to be dead, but now it has returned in a big way. Similarly, look at video. That medium has exploded in recent years – in fact, somewhere in the region of 80% of internet traffic will be video by the year 2021. It’s always a good idea to see how people are consuming information, as it can show you what to do with the content you already have.
If you have an awesome blog post from two years ago, for example, you could repackage that content into a short video. For your more extended content, look at creating an ebook – they’re another medium that is increasingly popular with internet users these days.
Choosing When to Strike
What people talk about is always changing. Trends come and go. You might write one you think is an awesome blog, only to find that it gets no traction. If the content was good, then it might just be because that topic wasn’t on people’s minds at the time. If you see that one topic is gaining in popularity and you have relevant content, look at getting it out there and ride that popularity wave!