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Blogs are great for sharing information that is relevant to your business. Fresh content, added at a regular basis, keeps readers coming back and keeps the search engine spiders coming back to index your new content.
However, sometimes good posts get forgotten over time. The content of the blog post may still be relevant, but the post itself is somewhere at the end of a several pages of archives. Those forgotten pages can still serve as landing pages since search engines will display them. However, all your new readers may not get around to digging into your archives to find that good information.
If you want to increase engagement with your new blog readers and also make use of that great content you’ve already posted, here are two tips:
Put your best content in the sidebar
Determine your “required” reading for the sidebar based on posts that are most read, most emailed or when people spend a lot of time on them. That gives you your readers’ input. Then think about pages you think are important and maybe put some of those in there as well. So you’re balancing what you think is important with what your audience thinks is important.
If you’re using your blog for online marketing, it’s important to keep your best and most important content visible at all times. This would information that helps you qualify a lead, or increases engagement to the point of getting a customer to contact you or buy your product/service.
Make a “forgotten in the archives” post
Look through your blog and find good articles on page 2 or 3 of a category archive. Those are good candidates to revive with a “forgotten in the archives” post. Remember that the marketing goal of this kind of post is to help new readers find the good stuff they missed when you were first starting to blog.
It’s even better if you can tie the “forgotten” posts together under a theme or topic and run it with a headline like “4 great blog posts about marketing real estate online” or whatever is relevant to your business. This helps create the foundation for a content cluster (I’ll blog more about that later, but if you look at our Twitter for Business post you’ll get the idea of content clusters).
Another advantage of this type of post is that it doesn’t take a lot of time but provides a lot of value to your newer blog readers. I’ll make an example “forgotten” post tomorrow or later this week to give you a sense of what one might look like.
Here’s a nerdy statement to sum it all up: Fully exploit your intellectual property assets by re-packaging existing content to engage new site visitors and increase marketing value of prior efforts.