8 Tips for Promoting Perennial Content Long After Publication
In this post, we are going to list 8 tips on how to promote your evergreen blog posts much after they are published.
So you are either of the following three:
- Niche Blogger – One who blogs deep content on specific topics once a while
- “Keep it Active” Blogger – Publish to keep your website relevant, refresh with new content.
- Aggressive Blogger – Regularly publishes blogs and covers almost all bases within your realm of expertise.
Well, in any case, you already have a handful of amazing posts which are evergreen and stays relevant without much work. But how do you make your readers keep coming back to them and make sure that it is still getting the attention it deserves?
Let’s dig:
1. Maintain an inventory
First things first, be organized and maintain a list of all your posts you think is perennial.
But what can you label as Evergreen or Perennial content?
It is the kind of content that is going to be just as relevant now as it was a year ago – or as it will be a year down the road.
For example – how-to articles, checklists, listicles, and content that answers questions – this is the kind of content you want to share on social media long after publication.
In general, it’s good to keep an inventory of your evergreen content, not only will it make it easy to share it, but you can keep tabs on it and update it as needed.
In my world for example “Ways To increase your Website Traffic” or “Chinese SEO Guide” are examples of evergreen content which i’d need to update periodically to reflect latest changes in the algorithm and trends to watch out for.
2. Update and Upgrade Old Content
For any evergreen content, most of the strategies in the post still work and are valid to a greater extent. But, in this forever evolving market and “new tool each day” landscape, a lot of the content will become obsolete or have new features to be added in.
We recommend overhauling of the post at least once a year.
For example, replace old visuals and images, remove old strategies, change the “last updated” date on the post. And overall, make the post much more up-to-date.
Once published, don’t miss on promoting them with eye-catching social media images. Roundups are useful for generating additional exposure to your previously published articles. If you get a bit creative, you can make thematic roundups that highlight evergreen content.
3. LinkedIn Syndication
As of Oct 2019, LinkedIn has 653.4 Million users. despite those crazy numbers, not many people are talking about LinkedIn or leveraging the platform to its potential.
That’s good news for you and me. Because it means LinkedIn is largely untapped.
At the very least just copy your blog word-to-word, link it back to your blog page and see the traffic grow.
4. Facebook Boosted Posts (With Retargeting)
Well, I dont think it is a secret anymore that Facebook’s organic reach is basically 0% for most pages right now. Hence if you need them seen, you will need to do some paid promotions to grab more eyeballs.
That said, CPCs on Facebook aren’t cheap either, especially if you’re in a B2B space like we are. But guess what – miracles do happen!
Ok, that was a bit too dramatic – but you can definitely decrease your CPC by 25-75% with retargeting.
Go ahead try it!
5. Create Your Own PBN
No, we dont mean for you to host several blogs and promote one with another.
An internal link is a link from one page to another page on the same domain. It is also an on-page SEO technique and ultimately helps in increasing your website traffic.
Internal linking is important for three reasons, strengthening three parts of your funnel.
- They pass authority from one page to another (search optimization)
- They guide visitors to high-value, high-converting pages (usability)
- They prompt visitors to act as calls to action (conversion optimization)
6. Collaborate With Other Blogs
More and more people are using blogger outreach to collaborate and co-produce a blog as well as promote their content. However, do make sure you do not blast the same exact pitch to hundreds of people, rather personalize (personalized messages got 32% more replies than those that used the same exact template.) every outreach email that you send.
Co-branding articles are a win-win. If you are new in this avenue and/or new at blogging, don’t shy away from collaborating with someone as fresh as you. As long as the content stands out, is thorough and promoted the hell out, you will earn yourself credible backlinks, traffic and many more collaboration invitations.
7. Repurpose Blog Content
Most businesses simply don’t have the time to produce new and engaging content each and every day. You might even be struggling to get one piece of content out the door a week!
But guess what, you can always re-purpose an existing piece of your evergreen content!
Content refresh and update do not necessarily mean just refreshing with new statistics, you can always adapting an existing piece to suit a new format or audience.
We are a huge advocate of repurposing your content into a video or infographics. Talk to us if you need any help with the content generation or repurposing.
Not only will you have an updated post, but a new one as well.
8. Add Meaningful Comments on Other Blogs
This is the last tip but definitely helps in building a strong brand and of course drives engagement.
Because so many have dismissed blog commenting as an outreach strategy, there’s virtually no competition.
So how to comment?
You can focus on the blogger, the post itself, or a combination of the two. Are you a fan of the blogger’s body of work? Tell them so. Say how much you enjoy their writing.
But what will bake your cake is the “added extra value” to post comments, making it sound genuine and relatable.
Like, add a personal experience, a different perspective or a new question. In other words, anything that establishes you as a person worth knowing and helps develop a personal relationship.
While you work on updating your content, we would insist – creating a good piece of content is only 40% of the work done. You need to promote it and there are no two ways around it.
If you’re serious about squeezing every last drop of value from your content, you need to actively promote it through facebook boost, any other social media channel you are active on and also email blast to your subscribers. Ultimately, do track the performance of your blog and record the changes to be used as a use-case for the next round of update.
