Content creation must go hand in hand with its distribution and redistribution. When you create a piece of content - whether it's an elaborate article, an educational video, an infographic, or other material - it's natural to "let it go and see if works".
Where else other than on social media? The social networks available are the ideal place to disseminate your material. But I want to highlight in this article a strategy that goes even further. It is a more or less common strategy, many Marketers put it into practice. And it works.
The strategy is aimed at a wide segment of interest: both for small and large companies, owners of online shops who have a blog, marketing managers, bloggers and why not, students or trainees flirting with content marketing.
In addition to a solid promotion strategy in other marketing channels and through other modalities/automatisms, the strategy of creation, distribution and redistribution of content is a sure way to gain traffic to the site. Basically, you're developing a more visible site. In addition, you make sure to set up a site/blog that cannot be penalized for lack of content. And Google is responsible.
Content means a wide range of creations: texts, images, videos, an email body, a drawing on a board, an event that you support live, a webinar; even a course with a well-developed program and certification represents rich and well-made content that you have worked on. You are currently preparing and working on the content marketing course from which you will learn how to create content that converts well :).
This is probably a question now in everyone's mind with other remarks:
"Why should I distribute something that I distributed once?"
"Isn't he considered obsolete? Old?"
"Do I do more harm than good?"
The reasons vary:
No. It is a tactic not to be abused. You don't want to be known in social media as "the one who recycles his job" and so on.
Think about it if you no longer produce new content, the time will come when you no longer have to redistribute. In addition, this is precisely the basic strategy: the creation of content that you will distribute later. If you have a blog, be sure to write articles constantly. If you have a channel on YouTube, create a calendar/editorial and follow it as you define it. You have subscribers and followers who are always waiting for something new, fresh and quality that they can distribute themselves.
Create evergreen content as much as possible.
We know that the articles that have the most impact are those written on current topics, on trends, but you have to have articles and articles without seasonality. I know a lot is changing online, even from day to day, but the strength of an evergreen article is that you can redistribute it over time.
Take the example of the Bitcoin subject. SEO. About Bitcoin, its value and its credibility with Internet users, you cannot write all the time. It is not always wanted, it has only been wanted recently and you cannot get your hands on the fire as, in the future, information about this cryptocurrency will be of great interest.
SEO, in return? Yes! "What is SEO", "how do SEO", "correct SEO tactics" - more than sure it is wanted even now, while you are reading this article. It would be a topic that generates evergreen content for you.
Of course, everything changes - and more precisely, in the process of improvement and simplification, so that users only have to win. But if you touch and write down the topics you need, you've automatically created suitable materials for redistribution in the future.
In the articles, modify some titles (H2) - not because they are obsolete, wrong or obsolete - but to breathe new life into the content.
Proofread the content and make sure you haven't escaped grammatical or spelling mistakes.
Internal links - look for 404 errors on these and if necessary, redirect them. Extras - you can request a reindexing of this URL in the Google Search Console - both on the computer and on mobile.
Changed images, videos, buttons, brand names - make sure everyone is up to date. Delete expired countdowns, outdated guides, information that no longer works and that you control.
Compare sessions in Google Analytics. See if you got more traffic now than you redistributed the article or if it had more impact when it was freshly published. This can tell you a lot about how to choose in your content marketing strategy.
In conclusion, the redistribution of content brings only good: traffic, visibility, a little boost in SEO and, why not, a conversion.
If you're still having trouble believing that it might work for you, pose the problem differently: think that your subscribers may not even remember, ignore or even know the existence of the content. that you republish now. Again, with the algorithms, if your publication did not receive a boost, you certainly did not reach the desired audience organically. So take advantage of everything you have!