Editor's note: Doing more with less is still the mantra of content marketing. That's why we brought this post back on how to boost your best content.
Admit it: When the stress and exhaustion of looking for something particularly enjoyable for each person on your holiday shopping list has led you to the brink of madness, you have at least considered the idea of regifting.
After all, this dear orange scarf that sadly strikes your complexion, the never-open kitchen blender you bought for your bridal shower, or this fashionable toy with which your child has never had time to play are all beautiful gifts. And who knows? They can even be valuable treasures for someone who needs it.
Like tired vacationers, content creators are always pressed for time, eager to please and challenged to provide something of value to all users on the list of subscribers. But who can say that your best gifts can not be existing assets resurrected, reused, repackaged and resurfaced?
If you are familiar with curating content, you know that this usually involves third-party content. It allows you to leverage the knowledge you have discovered and turn it into your brand (making sure to credit the original source, of course) to create new features. useful for your audience. But you can also apply the curatorial mentality to your own content, which opens up exciting possibilities for you to reuse and amplify your most valuable assets – that is, content that is already generating good results – rather than try your luck with new, untested content ideas.
Apply the spirit of a curator to your content to reuse and amplify your valuable assets, @joderama explains. Click to tweet
Are you ready to try this kind of regurgitation? Follow these tips.
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Step 1: Determine the assets to amplify
Of course, you can not reuse your best-performing assets unless you know what they are. You need at least one snapshot view of enough performance content to be included in your conservation efforts. Here are some ways to gather this information.
Inventory your content
Review the contents of your archives. Even a simple, high-level inventory – a documented list of published content, topics and timing, the format of each element, and the platforms for distributing resources – can help you identify the media you need to work with. and make it easy to compare their relative performance in a next step.
TIP: For a more detailed view of the audits, read Arash Ashli's message, How to do a content audit in a few hours.
Exploit Your Analytics for Leaders in Performance / Conversion
Identify the assets of your magazine at a glance that offer the best potential for achieving your content marketing goals. View your analytics data to add key metrics such as pageviews, social shares, onsite time, and conversion rates to include for individual assets in the inventory. This will allow you to perform an audit to analyze the relative value of your content. You can eliminate underperforming and unconverted efforts, as well as the content of topics that have passed their expiration date. The remaining content on your list probably deserves to be considered for your reallocation efforts.
TIP: For most questions about the performance of your content, Google Analytics can provide you with the answer. Learn how to discover some of the most useful information in CMI's eBook How to apply analytics to make better content marketing decisions.
Check your search traffic
Of course, you want to redefine the content to the maximum of its potential for participation, because people tend to share the most recent elements. However, even older content may have merit, especially if they still generate significant traffic through the search, as this indicates that there is still a great need for information on these topics. .
If it generates significant search traffic, the older content needs to be resurfaced, says @joderama. Click to tweet
TIP: Not sure how to locate organic search data in Google Analytics? Michele Linn describes the path to this report – and how to act based on what you find – in her 4 Google Analytics Report message that every content marketer should use.
Step 2: Align the best artists with the needs and preferences of the current audience
Your analyzes should have revealed viable candidates for successful reuse. But the fact that these pieces have sounded once does not mean that they meet the needs of your audience now. Take a few additional steps to confirm their relevance and relative value to find the right balance between business performance and audience needs.
Do your research by keyword
In addition to checking the search traffic of your content items, do more research on search volume and keyword ranking to find the most relevant terms for your content. This process will not only help you assess current trends, but will also give you an idea of how to prioritize your team's efforts and position internally prepared content for better performance in the face of competition.
TIP: Not sure how to use the data you need to make keyword decisions? Let the 2019 SEO keywords to Mike Murray and Google: what do you have in the hands of poker? the post serves as a primer.
For example, Arnie Kuenn from the Vertical Measures group suggests starting with a ranking audit of the best performing pages and conversion pages to see how they compare to the relevant SERP and which terms contribute to the best ranking. (Tools such as SEMRush, Google Search Console, Moz, and AuthorityLabs can help you in this process.) In addition, Arnie suggests doing a research on ideation, which looks at the most relevant keywords for which your content is not relevant. class not. fill by curation.
TIP: Watch Arnie's video to learn more about the ideation search process and its application:
Evaluate your competitive opportunities
Regardless of how you produce the content, make sure that what you share is unique and valuable, and that it differentiates your business from its competitors. The only way to get an idea of the relevant information needs that are not being met by your direct competitors – or other sources of competing content to get your audience's attention is to take stock of the content available and its quality. "
TIP: You do not know how to inventory your competition on content? Learn about Ellie Mirman's three-step process on how to conduct a competitive analysis of content marketing.
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Discover hints of feelings
Analytical data can guide you in your initial decisions, but there is a lot to be said about getting information about the content your audience wants from the horse's mouth. For example, feedback from social sharing shared extraction users, published in your comments section, or offered during conversations with your sales team can reveal valuable information that you can use to prioritize your retention efforts. .
Mine #content (social, comments) to prioritize your inner curation #content, says @joderama. Click to tweet
For example, in his presentation to Content Marketing World, Andy Crestodina mentioned that he kept a folder containing all the questions people had asked him via email. At regular intervals, it reviews the most frequently discussed topics and compiles content elements to provide answers to these questions.
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Account for consumption preferences
The exploitation of the above data points can not only help you choose the content elements to redirect and position the new elements for optimal discovery, but it can also provide useful clues about the content format preferences of your audience.
For example, if you find that many customers typically connect to your business through their mobile devices, focus on transforming your text resources into user-friendly formats such as questionnaires or interactive applications, as well as video, audio, etc. or image-based content because these formats always work well on small screens.
Or, if you have an active fan community on channels like Instagram, Twitter, or Facebook, divide your detailed content into shorter, more digestible snippets to scan by email or use as easy-to-share formats like infographics , checklists, etc. or brief tutorials.
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Step 3: Recycle, Recycle, Recondition (and Rejoice)
Once you've identified the most viable content and know how to group and position it for optimal engagement, start by reusing your assets to increase their value and reach.
Although there are a myriad of solutions for filtering third-party content on the Internet, when you focus exclusively on boosting your content assets, approach it from one of the four following ways:
When the content bombards the audience (as we often do), even the content of their favorite creators can slip through the cracks. If the value of an asset has not decreased since its first publication but its performance has begun to fall, republish it. The content can return in the streams of the readers and on their radars. Be sure to redirect the old URL to the new one so that the content is not hindered by Google's duplicate content penalties.
Example: At regular intervals, CMI's social media team saves one of our oldest messages from obscurn row and broadcasts it back to our social networks like Facebook, Twitter and Instagram. Our new fans and subscribers are discovering some of our best content, while our experienced subscribers may discover interesting content that they missed the first time.
Often, your data mining provides relevant content that still generates significant search traffic, but that feels too outdated or out of date to be republished as is. Rather than letting them languish in your archives, rejuvenate them with an updated title, suggestions and examples, and make them more actionable by including the latest insights and knowledge on the subject.
Example: From time to time, the CMI team updates one of our best performing assets with information, tips and recent examples, then the republished as Post By Popular Demand – as we did with a popular article on email marketing that I wrote in 2015 – and that I do with this one now. (To make sure we are transparent, a note from the publisher with a link to the original message is included.)
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This technique involves breaking down your long form content – such as blog posts, white papers, and ebooks – into smaller, modular pieces. These resources can be combined with other relevant information on the subject to form a new document that may appeal more to different audiences.
Think of it as a meal at Chipotle: if you unpack this burrito and put the rice, beans, meat, cheese and salsa on a bed of lettuce, you have repackaged the ingredients to make them more attractive want to reduce their carbohydrate consumption.
Here are two ways to easily rearrange the arsenal of your curator:
Extract the best ideas, explanations and tips from several publications that cover different facets of the same subject and combine them to form a more complete discussion on the subject, as did the CMI team for our Social Media Survival Guide .
Although some content marketers are considering reusing the same process as repackaging, I consider them two related but distinct processes. As for repackaging, reassignment involves the deconstruction of your original assets. Rather than reusing components in combination with other content elements, they are transformed into a new form of conversation. The message itself remains largely intact – it is just right for a different purpose or platform.
Here are some reassignment ideas to consider:
Transform textual process descriptions or bulleted lists into graphic checklists or infographics, which are much easier to understand at a glance.
Take complex technical content, such as white papers or installation manuals, and turn them into short video tutorials that guide users through every step of the way.
New idea: turn a technical white paper into short video tutorials, says @joderama. Click to tweet
Take the audio track of video interviews or in-person presentations and turn it into podcasts for those who might prefer to follow the conversation on their way.
Place items containing a lot of data, such as research reports, in a more stimulating and memorable context with the help of tables, charts, or other forms of data visualization.
Transform long, guided discussion into a series of progressively delivered information guides through an e-mail campaign.
Add captions, emoticons, animations, or interactive features to images and illustrations to make them more engaging, fun, and shareable on social media.
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Increase the value of your content
No matter how you decide to cut, dice and merge, reconfiguring your most powerful content assets is a smart – and resource-conscious – way to increase the benefits that your business draws marketing through content. Do you have a question about curation of content? Ask far in the comments. (Who knows, maybe he'll be used for a new CMI position.)
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Note: All tools included in our blog articles are suggested by the authors or sources, not by the CMI editorial team. No post can provide all the relevant tools in the space. Do not hesitate to include additional tools in the comments (from your company or those you used).
Cover image of Joseph Kalinowski / Content Marketing Institute