Upkeeping a blog, or even a comprehensive website for that matter, is more than a lot of companies and organizations are willing to do or pay someone to do on their behalves. But the fact of the matter is, a great post or great video or great piece of compiled information has a potentially long shelf life and can have a great deal of impact.
Here are four key insights on content.
Use What You Have
Speaker Salma Jafri spoke at Inbound 2016 about the process of utilizing your existing content, but reimagining it in a new format. Not only does it save you the time it takes to crank out a brand-new blog, post or long-form article, but it capitalizes on some of your most popular pieces of writing by repurposing them. She called it "upcycling," which she defined as "converting content into multiple formats for the purpose of adding value."
The important thing is to distinctly define the difference between "recycling" and "upcycling." Simply reposting the same content verbatim will harm your SEO rankings and won't add value to your web presences. Make sure that your upcycling engages a new format, platform or medium (i.e., turning a blog post into a video or an e-book into a podcast series).
Know What You Have
In Salma's presentation, she outlined the ways in which you can determine what content is best suited for reuse in a new format or to be given new life on a new platform. Key takeaway - not everything fits this role. She spoke about how content that's being upcycled needs to be able to stand on its own without the crutch of previous iterations in order to make sense.
The rule of thumb is, content that isn't necessarily time-bound and maintains relevancy long-term is the best type to consider repurposing. (She also cited series as useful for compiling into other formats.) Just make sure to avoid repurposing pieces that speak to current trends or news - their shelf lives aren't very long.
Familiarize with Your Audience
Tiffany Sauder of Element Three trotted out some intriguing stats about audiences when it comes to creating content - namely, the audiences that are largest and most desirable for marketers of late: Baby Boomers and Millennials. After all, the former makes up 70 percent of the nation's disposable income, and the latter has $200 billion in annual buying power. Figuring out what makes them tick is critical to building out great content for them.
Keep in mind, Baby Boomers care about things that hearken back to a previous time - nostalgia trips are huge for this demographic, as well as opportunities to display their status (luxury brands play well here) and the idea of consistency (Tiffany cited franchises and chains as evidence of Baby Boomers' tendencies here).
Millennials have particular slants as well when it comes to desired content - they care about authenticity and story behind the products they support, and they want to feel that they're getting a personalized, customized experience.
Email marketing is a tough nut to crack these days. But speaker Nancy Harhut of Wilde Agency took the time to explore some of the best ways to get your content in front of people via that very medium. She cited the importance of subject lines and how "eye magnet words" were highly effective in inboxes. "New," for example promises novelty or reward for any and all that opens the message. While personalization tokens, such as users' names or things specific to their experiences or places of residence, can raise open rates as much as 29.3 percent, according to Experian.
Urgency is also a useful tool in urging opens - phrases that are time-bound, such as "daily deal" or "today only" encourage an immediate response, while exclusive phrases such as "just for you" or "you've been chosen" make the recipient feel a part of something special.