Let's start with the last one.
Review content
And reuse it. How to do it? Moz suggests three ways:
Modify the same materials;
Maintain evergreen content;
Monitor social networks and interact more actively with your audience.
Let's go point by point.
Serve the dish in different ways
You can use the same material more than once. This will help when japan mobile phone numbers database you realize that you have fully developed your audience and decide to look for new ways and opportunities. For example, for some sections of this guide, Moz used his old posts about content - they just changed them up a bit and added new details.
Content should not be carbon-copied on LinkedIn, SlideShare, or Facebook. Copies have no value. Value comes from additions and modifications.
Just like a suit fits a figure, your content should fit like a glove on the publishing platform. And you'll have to adjust it manually, too.
When preparing materials, immediately think about how they can be scaled. If you understand that the content is too good to hang only on one platform and work only for one audience, follow these tips:
Do you have valuable research or a collection of materials on one topic that could make a good presentation? Collect everything into one document. Provide it with rich and clear illustrative material, and then launch the presentation in SlideShare. And provide links to individual publications within the presentation.
Have you created a stunning infographic that you want to share? Adapt it for social networks. Adjust the images, choose the right sizes - each platform has its own standards. Check out the Tilda reference for 9 main social networks - very valuable material on all image formats. Publish the infographic in its entirety on your blog, and place only the most intriguing fragments on Facebook or VKontakte.
Got a great illustrated guide? Consider how it would look in a brochure. Or expand on it and turn it into a big white paper, like Texterra did when they created a book with 100 practical hacks for online marketers .
Have you made an impressive interactive material for a client? Tell them in detail how you created it and publish the material on your site. Open up the inner workings: this way your future clients will see the result of your work and understand what it is like to work with you.
Have you conducted an experiment and written a detailed article? First, give a link to the material on social networks and accompany it with an announcement. And a month later, publish a new post - with an excerpt from the article, without a link. Then, post your conclusions and observations in a separate post.
Play with formats. Combine. There are many possibilities, and often you can make different dishes from the same ingredients.
Content can always be improved. Especially if it wasn't great or high quality before. But going back to what you've done is much harder than you think. So always ask yourself: is it necessary to rebuild and adapt this particular material?
Focus on timeless content
We have already given this example, and we will give it again: here is Moz's material about how Google's search algorithms changed . It all started with a small piece of material that one of the company's authors prepared for his own needs. And it turned into a huge piece of material that is regularly updated - and since 2011 has gained 1.7 million views. With a minimal budget for promotion - and with minimal effort: the author added to the material bit by bit and recorded only the most important things.
But even an evergreen tree needs to shed its excess needles. So does ever-blooming content need pruning. Remove outdated parts and sections. Study keywords through Google Trends to understand which phrases need to be replaced. For example, Moz periodically thinks about how to rethink the term inbound marketing:
1 (1)
Monitor social networks
The lack of interaction between those who create content and those who promote it is a big omission. It should be a single ecosystem: only interaction with the audience helps improve materials. Content is a reason to talk to the target audience about the most important things in order to understand them better.
