Content Engine 2.0: How To Quickly Crank Out ShareWorthy, Clickable Blog Content That Converts Traffic Into Sales
Russ Henneberry
Your goal should be to have a “Redwood Blog” where posts live longer and grow over time.
JW: I get it, “Redwood Blog”…Redwood Trees. In diving into my past blogs, and I have some that date back to 2003 if you can believe it. I looked at the blogs which content has “lived” that long, version the blogs that the old content was “updated” and the published date was changed (not via FreshPubDate). Guess what? The newer posts ranked better and the organic traffic grows each month. So right off the bat, I’m going to disagree here.
Serial Post
Google likes serial posts or multiple layers and it has better impact. Break posts into parts instead of one long post. (Start with beginners info and do follow ups with more advanced information)
Useful resource: Buzzsumo.com to find what content performs best for any topic
JW: This just goes to show you that the information is not vetted before being presented in large conferences. Serial posts, really?
Long Post
If you choose to have a long post, break it up into two parts and publish them on the exact same URL 2 to 4 weeks later.
JW: Don’t do this. People don’t want to wait for the content. This is why people LOVED House of Cards when it came out as all the episodes dumped at once. No waiting. Just give them what they want.
Create in-page links for navigation and make note of future publish dates.
JW: Internal linking is still very underrated and remember, to find the best pages of your site to link to, search site:yourdomain.com keyword topic
The “Now with More” post.
Choose a post that is already doing well and write a new and improved version of it. The hook is “now with more”. This can be done by simply adding multimedia or an infographic.
Promote this “now with more” version via email.
The Perennial Post
Useful for posts with information that changes periodically. Add the new content on the same URL, pushing last year’s content down with a new headline.
Prime the pump with social advertising and email to let everyone know.
Why this works?
2.7 million posts are published every day. Google rewards those who keep up their content. When you send Google that you made changes to content you are likely to get more traffic from them.
JW: If this isn’t a major plug for the FreshPubDate plugin, I don’t know what is.
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