Monthly Archives: April 2016

Should You Re-share Your Old Content?

Two laptop computers with folders transferring between each other on a white background

Content production has become the cornerstone of marketing within the business world. The internet has completely changed the way in which businesses interact within their customers and content is a large part of this. Many companies feel the need to produce regular, high quality submissions in order to remain relevant and popular. This can be difficult for a variety of reasons, cost, timing, expertise and competition, just to name a few. However, there is one particular method that many businesses fail to adopt- re-sharing old content. Here are just some of the reasons why this can be a worthwhile venture.

New Followers

Many content producers will take time to build up their viewership and as a consequence of this, many of their earlier pieces won’t have reached as large an audience. Once you have established yourself and gained more followers, this is the perfect time to re-share your old content. Although it may not be new to you and some of your readers, it will be brand new to a larger section of your viewership and therefore completely viable.

Utilising old content can help you to gain new followers, without having to go through the motions of creating a new blog. This means a potential saving of money, time and effort and is especially useful for those who pay to outsource their content.

Social Media

Another issue with content, is the way in which it is handled on social media sites such as Facebook, Twitter, LinkedIn and Google+. Whilst, social networking sites allow us to reach a much greater audience, that doesn’t mean your content won’t be overlooked. This is because there are so many producers out there who are all vying for attention and it can be incredibly easy for a post disappear to the bottom of the page. There are also specific algorithms used by many of these sites which judges where and when your submissions are seen by users and this can be difficult to predict. This is another reason why re-sharing your old content can be extremely useful. Think of it as a second chance for your blogs to be seen and appreciated.

Evergreen Content

It is important to point out that this approach only applies to specific content, more specifically, what has been labelled as “evergreen.” Evergreen content can be re-shared because it never becomes dated or loses its value. Examples of such pieces include how-to-guides and factual or information articles. Whether they are shared immediately or a year later, these blogs will always remain fresh and therefore attractive to your audience.

In order to understand what evergreen content is, we should look at what it isn’t. The types of blogs which should not be re-shared are opinion pieces, news stories and some types of reviews. These articles are based around the zeitgeist and will therefore seem out-of-touch and dated after a short period of time.

The line between what is evergreen content and what isn’t can be difficult to ascertain but this is up to the individual producer. A simple rule of thumb is that content should only be re-shared if it still offers something new and interesting to your followers.


As always, analytics and feedback is paramount for judging how successful your content strategy is. Look for any trends of patterns surrounding your submissions, with special attention paid to re-shared pieces. Factors such as views, clicks, subscriptions and comments are all invaluable and should be monitored continually. Re-sharing old content can really pay off but everyone is different and producers should make sure it works for them prior to implementation.

How to Write Content, not Keywords

Red apples. Fruit with leaf isolated on white.

Increasing your SEO ranking organically is most likely to be in the top five priorities of a digital marketer; let s face it, who doesn’t like free marketing? But where you rank depends on how well you’ve optimised your content and unfortunately it’s not just a case of dumping keywords in willy nilly, which was once acceptable.  For your content to be effective and deliver your desired goals you need to be a bit savvier.  After all, what’s the use of getting people to your site organically if they are not then met with engaging content that builds trust in your brand and increases the likelihood of them making a future purchase?

Below are a couple of tips of what you can do and what you should avoid to help make your content serve its true purpose.

Keywords for keywords sake

Only use keywords if they are relevant to the content.  Randomly inserting them or duplicating the same keywords over and over serves no purpose.  Search engines are clever and ‘keyword stuffing’, as it’s known, will do nothing to increase your ranking.  The only thing it will do is make you look ridiculous.

Here’s a fine example taken from an article on SEO Pressor 5’s site.  Can you guess what the keyword is?! It’s in no way appealing to a consumer, is it?  It just reeks of Spam.

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If red apples are what you are looking for, then you are definitely in the right place to buy red apples.  When it comes to red apples, you won’t find a higher quality selection of red apples anywhere!  Our red apple experts know how to pick only the best, most savory red apples from the bunch, and we sell these premium red apples right here for you to enjoy (red apples).  So, go to another red apple website and try their red apples.  We guarantee you’ll come crawling back to buy our red apples, buddy.


Write consumer-specific content

If you’ve got some time then I highly recommend you check out this article by Ronnel Smith which gives you some fantastic ideas about how to write consumer friendly content that is more likely to show up organically in SEO listings.  This is achieved by applying the reasoning behind Google’s Hummingbird engine.  Hummingbird combats keyword stuffing by intelligently analysing the context of a search query and tries to judge an individual’s intent.  Therefore, if you write content around someone’s intent on purchasing your company’s product or service then you stand a better chance of a higher ranking. The example he provides is based on mattresses. If you sell mattresses, what are the most common questions your customers have?  You then write an array of content based on these questions.  Not only are you fulfilling your audience’s needs by providing them with content they want to read, but you’re also helping yourself by creating a long list of content topics that will keep you busy for months to come.


Refine your topic

It’s much easier to have keywords appearing naturally if you start out with a clear and very well-defined plan of what you want to write.  Think of all the different ways your keywords and phrases can be introduced or written.  If you’re struggling then use a keyword help tool such as Google’s keyword planner which will help you research additional keywords that you could use.  This way when you come to write your content, the words will flow better and the article won’t seem as if it’s been forced.


Don’t forget the basics

When writing content, it’s all too easy to get hung up on keywords and forget what’s important; writing a reader-friendly, informative and engaging piece that builds a relationship with the reader. You can rank as high as you like on the search engines, but that doesn’t mean you’ll see a positive impact on your bottom line. If you’re content is full of grammatical errors, doesn’t make sense and goes dramatically off topic then you’re unlikely to see any sales come through as a result. The easier it is to read the more likely your audience will get to the end of the article.


So the moral of the story is: Write for humans, not search engines otherwise you risk high bounce rates, low repeat visitors, un-sharable content and low conversions.