The life of the content: How to optimize it and increase it?
The content aims to be known and gain visibility. As the saying goes “content is king” and therefore without content, point of visibility and business that follows. However, many companies do not have the ability to create content in a recurring manner and therefore are penalized.
To remedy this, you have to work on its content capital and review the web copying part of its content strategy. We will see how to create content intelligently to optimize it and give it a longer life than usual.
We will use this dimension in community management, where the community manager has for role the management of communities and the sharing of different contents on its various social networks.
The content strategy of a company
There are 2 main ways that you can find on the internet:
- If we know you can directly enter your name on Google or your URL in the navigation bar.
- If we do not know you, only a query entered on Google can lead to your site through content.
This means first that you have to produce content and then it can respond to requests made by users. Added to this is the difficulty of trustering the first places (Top 3) of the first page of results posted by Google.
Imagine that you are a craft workshop making jewelry, so you will need to produce content that speaks of handcrafted jewelry. This is a first point but certainly not enough if we evaluate the competition and the legitimacy that some sites might have before yours.
You will normally be careful to define your keywords and establish their level of competition on the internet. To this you add a knowledge of the fundamentals of SEO to know how to write content optimized for Google.
You will learn the concepts of generic keywords and key phrases or long tail. Because know that it is sometimes difficult to position yourself on strong keywords when other sites are positioned for several years.
All these needs in terms of SEO, content etc … shows you how important it is to fit this topic. Setting up a content strategy is a point to quickly put in place to gain traffic and visibility on the internet. But it is at the same time a job to mature with people who are experts in SEO.
In the end social networks will become levers to increase your visibility through your shares. We will see below if you are or not able to produce a lot of content and see how to overcome it if this is not the case.
The lifespan of content shared on social networks
Social networks offer content with a longer or shorter lifespan and as a result, they have a significant impact on their production. Some social networks will ask you to create content regularly to maintain your visibility and increase your community.
Instagram is one of those social networks, where you have to produce regularly to maintain your active community and make this channel live.
If we slide here Snap, needless to say, it is the network of the ephemeral! A few seconds will be enough to see your content disappear. A network reserved for the youngest people who will spend more time on it.
But the same could be said for Facebook, which is constantly seeing its remote organic reach, pushing companies to pay for them to become more visible.
Other social networks will be more oriented to the ability to manage and index your content, as is the case with Pinterest. As such, it offers a real life to your content. These are classified in tables (such as folders) so we can return to it at any time.
We also have YouTube, the world’s second largest search engine after its big brother Google. It allows easier search and therefore offers video content a good life.
On Facebook and Twitter the content has a relatively short life span when you consider the news feed that evolves quickly based on shared content. The same can be said for LinkedIn, which follows the same path as Facebook in B2B, but the professional network still offers interesting visibility.
The bottom line is that it is necessary to produce a lot of content and share it, to gain visibility and live the business on the internet.
If we do not produce enough content, then there remains the possibility of optimizing it and giving it a second wind, as we will see below.
How to optimize your content effectively?
What does it mean to optimize its content? Any business if it does not just start on the internet, has a content capital that can be optimized by putting it first up to date.
1. Updating content
When using numbers within a content for example, it quickly becomes obsolete when new results appear.
In this case it is necessary to resume its content and to update it, which allows to recycle it to share it again on social networks. You will keep the initial URL but you will be able to update the date with the new information.
The first point concerns the updating of content at the level of obsolete information. If the figures are mainly concerned, see if new information can not be added to old content that you would have written or shared previously.
2. Reworking SEO Content
In terms of SEO, Google changes its rules very often to optimize the positioning of content on its search engine. Thus we have seen recently or in the past years, changes over the length of the tag meta description including, but also the content.
Studies have shown that the majority of content well positioned, contained more than 2000 words on average. As for the meta descriptions they were between 140/160 characters and evolved to about 100 more characters to finally return to normal.
Many bloggers, editors … then optimized (me included) taking advantage of this bonus. When returning to normal, we found ourselves on Google with meta descriptions cut, which obviously no longer offered the sought optimization.
Added to this was Google’s Mobile First protocol, which takes the standard value of loading your website on mobile and not on desktop. This means that any site not optimized for a mobile can be penalized by Google, but it is primarily for your audience. We can also highlight the HTTPS protocol, in order to navigate securely on the websites that have it.
All of these revisions can cause changes to positions acquired within the search engine. They can lead to a loss of visibility if you are not careful.
How to cure it ?
3. Segment content by introducing 4 to 5 subtitles
Why segment its content? Simply because it is through this segmentation that you will offer a new life to your content. You will also respond to a lack of sharing on social networks as we will see below.
Each content is optimized from an SEO point of view with internal tags that are called H1, H2, H3, H4 … These tags can highlight the title, subtitles and sections including. The H1 tag is reserved for the title of your article, so it is useless and above all not recommended to introduce new ones within the content.
Each subtitle will be working with a H2 tag and to understand by a concrete example, you can see that this article has a general title and 5 subtitles (excluding conclusion):
TITLE: The life of the content: How to optimize and increase it?
- The content strategy of a company
- The lifespan of content shared on social networks
- How to optimize your content effectively?
- How to increase the life of the content?
- What are the effective tools for sharing its content?
So here we have 6 tags to present this article plus a 7th which is the conclusion. Let’s take a look at the benefits this brings to your content. It is essential to work on his articles in this way, even adding sub-sections.
- First, you will allow your readers a more fluid reading because it will be better organized.
- Secondly, you will treat several topics related to your main theme (the title) distinctly in order to provide relevance to your content.
- Third, you will optimize your content from an SEO perspective if you use the right keywords and wisely.
By working according to this scheme and by segmenting your content well, you will see that it will be easier to treat each point independently of each other. This will allow you to lengthen your content to better position them if you know how to work the lexical field. The purpose is to offer relevance with real advice.
How to increase the life of the content?
If you have followed the previous step of content optimization, here you are with content optimized for SEO including about 5 H2 tags, that is 5 subtitles. You will certainly have spent some time but if you do not produce often, it is better to adopt this principle for all of your content.
To increase the duration of its contents it is enough then to consider each subtitle like a title of article, that is to say a subject which could interest more a reader than your main title. Let’s take the example of this article and see how to divide it to share it several times under a different title:
- Main title: The life of the content: How to optimize it and increase it?
- Subtitle 1: The content strategy of a company
- Subtitle 2: The lifespan of shared content on social networks
- Subtitle 3: How to optimize its content effectively?
- Subtitle 4: How to increase the life of the content?
- Subtitle 5: The effective tool for sharing its content
Here we have a main title and 5 subtitles to exploit for sharing on social networks. The idea is to change the image to one for each share, so visually it does not see. In any case each person who has viewed the article through one of the links created will see that it deals with several angles. As a result, he will not need to click on any of the other shared links again.
For example, your first share will be with the main title:
The life of the content: How to optimize it and increase it? | URL #Content #CM #SocialMedia via @astaritamatt
The second could look like this by taking the 1st subtitle:
The content strategy of a company | URL #Content # Strategy #CM #SocialMedia via @astaritamatt
And so on. For each share on Twitter (the example of the channel given here) you will change the illustration image.
In total you will be able to share your article 6 times, by reaching a larger number of readers in view of the titles that differ. Readers will be more attracted to one subject than another.
Do not be afraid to do so, since you can not reach the entire audience at the first sharing of your article. The more important your community is, the more interest you will have in repeating the experience and even sharing the article over several days.
Imagine a community of more than 20,000 subscribers! Only 1% of them see much less, see your article when sharing. The more you share it by adding different angles, the more traffic and visibility you will have. This will compensate you for a news feed that is too low in content and will make your audience more loyal.
The effective tool for sharing its content
To manage your sharing scenarios effectively by distributing your broadcasts according to defined hours, I recommend without hesitation a great tool that manages both Twitter, Facebook, Linkedin and Instagram. This tool is called Loomly and you can quietly prepare your posts days in advance … even months.
In conclusion on the life of the content
Nothing will replace the ability to write content frequently, to get better visibility and good positions on Google. However it is possible to breathe life into content several times to recycle it on social networks.
To recycle it by updating it, to segment it to share it several times will bring you satisfaction in the beginning. You will get better visibility on some of the channels where you are present and allow your website to record better traffic.
It should be noted however that the visibility earned on social networks will have no impact on your Google positioning. Clicks generated on your social networks will win you visitors but not better results via queries entered on Google.
It remains essential to work on the content and produce it to meet the needs of your community. Web traffic is broken down into several sources such as social traffic from social networks, referral traffic, organic traffic and direct traffic are the 4 main sources to work.