You’d be surprised how many of us spend hours and hours creating content and then forget all about it as soon as we’ve posted it. It’s only natural for us as humans and as businessmen and businesswomen to constantly seek out the next thing once we’ve finished something, and in some ways, that’s a good thing.
But still, there’s a huge amount of potential for you to revisit your previous content and to get more out of it, and so in this post we’re going to share a few ideas to get you started. So if you’ve been pushing out content for a couple of years, keep reading. We’re going to show you how to get much, much more out of it.
Getting More Leads
The first thing you’ll want to do is to load up your analytics software and to take a look at which pieces of content are still generating large amounts of inbound traffic from search engines and social networking sites. You’ll often find that it’s the most unexpected content which is driving traffic through to your website. Make a shortlist of the 20% of old posts that are generating 80% of the traffic and then use this as the basis of your mini campaign.
The next step is to revisit the content on each of those pages and to update it where necessary to make sure that it’s still correct and relevant. In some situations, you’ll find that the content needs so much work that it’s easier just to scrap it and start again, while in others you’ll be able to augment it with some extra information or with better visuals.
With that done, the next step is to check your calls-to-action. The chances are that your primary call-to-action has changed in the time that’s elapsed since you first released the content, or perhaps you have a new white paper, audio book or other piece of flagship content that’s relevant to your readers. Whatever the case, check that the call-to-action is still relevant and update it if you need to. If not, consider running some A/B tests to see if you can improve its performance.
The final step is to follow up with the leads that you’re capturing. It’s no good generating leads if you don’t do anything to follow up with them, so they need to be added to a lead nurturing programme if you want to make the most of them.
Conclusion
There’s plenty of potential for you to get more leads from your old content, and in many ways you’re only limited by your own imagination. The key is to simply dive in and get started, whether you’re adding new calls-to-action to old blog posts or whether you’re turning videos into infographics or audio podcasts.
Need help with lead generation? We’ve got you covered. Request a demo of Bant.io today to find out how we can help your company to grow by sending hot B2B leads directly to your inbox. You won’t regret it.
Dane
Dane Cobain is a published author, freelance writer, book blogger, poet and (occasional) musician from High Wycombe, UK. Before going freelance, he worked as a social media marker, now specialising in writing about publishing, technology and marketing.