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.
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.
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.
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.