Refurbishing Top Content – Best of Whiteboard Friday

You’ve acquired prime-performing content material in your web site that does actually properly. Maybe it is extremely changing, possibly it garners essentially the most certified site visitors — nevertheless it’s simply sitting there gathering mud. Isn’t there one thing else you are able to do with content material that is clearly confirmed its value?

As it seems, there may be! In this ever-standard episode of Whiteboard Friday, Moz’s Senior search engine marketing Scientist, Britney Muller, shares three straightforward steps for figuring out, repurposing, and republishing your prime content material to juice each drop of goodness out of it.

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Video Transcription

Hey, Moz followers, welcome to a different version of Whiteboard Friday. I am Britney Muller, Moz’s search engine marketing and Content Architect, and I am so excited to speak to you right now about refurbishing your prime content material. Any of you watching probably have prime content material, both in your web site or a consumer’s web site, that does actually, rather well. Whether that is getting essentially the most site visitors or changing essentially the most customers, it does rather well. The downside is that we let it simply sit there, and we’re not getting the amplification that we may out of that content material. So I’ll discuss to you right now about easy methods to kind of funnel in additional certified leads. So how will we do this?

Step 1: Identify your web site’s prime site visitors pages.

Analytics is so nice for this and to additional consider which of these pages are changing the very best, have essentially the most engagements, and are bringing in most of your site visitors.

It’s tremendous vital to take into account that there are different types of content material. It’s not all the time essentially only a web page in your web site. It could possibly be a video someplace, it could possibly be a extremely nice podcast, it may even be a printout, and I’ve run into this a number of instances the place the knowledge is not at present digital, however they use it in a clinic or in an workplace setting that might do actually nice issues for the web site. So hold that in thoughts.

Step 2: Simplify and repurpose

For the sake of our instance, I am going with a protracted-type content material of how to decide on the proper school. Maybe this brings in tons of candidates for a selected college or college. So what may they higher be doing with this piece of content material? So that brings us to step two, which is simplify and repurpose. We all wish to eat data in a different way. There are totally different use instances, you title it. So to take a protracted-type piece of content material and to place it collectively in a PowerPoint, actually simplify it and break it up into slides. From there, you should use these slides or take new uncooked footage to make a extremely, actually highly effective video on how to decide on the proper school.

If you have got these two steps carried out, you are type of arrange for achievement for photographs. You may both take photographs out of your PowerPoint or your video and have actually nice informational textual content beneath it.

Lastly, audio, how straightforward would it not be to take this lengthy-type piece and to make it into an audio possibility or a podcast even, permitting your guests possibly another choice after they get to this web page? So it is enjoyable to experiment with that as properly.

You can interweave some of these different types of content material again into the unique piece, and now you are studying much more about your viewers and much more about how they wish to eat your content material.

Step three: Publish on standard platforms

I can already really feel folks getting actually squeamish about this, however you should not. Let me say there are two large the reason why you ought to be taking benefit of this. One, these are all actually, actually highly effective websites. They rank rather well. Two, they’ve an enormous viewers, and their audiences are actively in search of data that you just’re offering in your web site. So if you happen to’re not going to be offering experience and knowledge on these websites, somebody will, proper? So you wish to take benefit of that, and also you wish to take the chance.

So you possibly can take your PowerPoint and add it to SlideShare. SlideShare ranks so, so properly. You may take your video and add it to YouTube, with the caveat of placing it on Vimeo or Wistia first. You wish to just be sure you are self-internet hosting for as much as three months, and then you’ll be able to switch your video to YouTube. That method you are getting the authority of that video, and is not rating first for it.

Instagram is nice for these photographs, however, once more, I might all the time put the textual content beneath it and hold your photographs actually clear and never have an excessive amount of textual content on them, after which to clearly hashtag appropriately.

Then Pinterest, Quora, persons are actively asking questions that you’ve all of the solutions to, so to be the experience within the area and to take benefit of folks asking, “How do I choose the right college?” Reddit and LinkedIn are different choices to additional amplify.

Step four: Measure the referral metrics

Measure the influence of republishing on these websites. There are a pair of methods to do that. These are some of my favourite engagement metrics. So you have got quantity of considered pages, you have got time on web site, bounce price is all the time good to have a look at, and, clearly, conversions. So this actually begins to color an image of: Where are you seeing the certified leads? Where is your certified site visitors coming from?

Then the subsequent time you go to a brand new content material technique, possibly you permit out these three since you did not get a lot site visitors from them, however possibly you noticed a bunch of certified leads from SlideShare. So that brings you to pivot, just like the “Friends” episode. It permits you to pivot.

So now, now we have a method transferring ahead. We know what platforms work greatest in your web site or your small business, and also you’re type of setting your self up for achievement down the highway.

I might love, love, love to listen to when you’ve got experimented with these methods, what has labored for you, what hasn’t. Also be happy to ask me any questions down beneath. Thank you a lot for becoming a member of us for this version of Whiteboard Friday, and I’ll see all once more quickly. Thank you.

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