The Revival of Popular Web Pages and Articles
Column #itSAMarketingThing 6: The new life of our popular content on search tools.
The chronicle of different and low-cost marketing for startups, businesses and entrepreneurs. It’s a marketing story is told every month in the Monthly Ticket of the Marketing Blog.
Activate Again Your Web Pages for SEO
In this month’s column, I explain how to keep our best web content active, both in search tools and for your next readers and prospects.
We know adding content to a website, such as articles, blog posts, video and comment sections on products and services, is necessary to maintain the vitality, or if you prefer the daily activity, search tools are looking for. In addition to the SEO, added content is exactly in line with the content marketing trends to keep our customers, subscribers and community engaged.
A good way to keep our best content, or most popular articles active once the promotions and launch campaigns are over, is to rotate a year-round promo with rebranding. Let’s find out how.
Budget: $0, since the content exists and is known by customers. You need to plan the management time to conceive and program the updates according to the evolution of the news and the actuality and the time to plan an annual campaign by email, social and advertising, also something already done from the launching promo when the article was released.
Tip: It’s time to make the small adjustments and corrections from your initial promotional campaign as well to your new audience. For example, you can modify and improve the audiences of your targets, correct and clarify a part of the text that brings repetitive questions from customers, etc.
Tools: No, no need to buy any program or anything else, only what you already use.
The rebranding of the Top 10 article
To explain my approach in the revival of popular marketing blog articles, I’ll use the TOP 10 article of the web verification as an example. We can do the same with articles and items in sale from a boutique, a last call promo for tickets and events or an announcement of a new date or a new season on sale soon. I know you’re welcome ;).
Annual Promo Planning
The article 10 annual verification for web and digital tools was written in November 2023 to explain the annual website checks and promote the W+M webmaster service. During the month of November and December 2023, the promotion of the article used the main picture of the post (the hopscotch game image) via a social media announcement campaign and a Meta targeted advertisement.
First time refresh update: In January 2024, a change to the text of the introduction was made. Instead of introducing the article as a year-end audit of digital tools, it wished a Happy New Year and invite the reader to check their digital tools to start 2024 on a high note. A new promotion campaign was sent through social and Meta for January 2024.
Explanation of the search tools: this change of the text on the web page was notified by the search tools, who now see this content as active or current. when talking about the indexation of web pages from search tools, remember this process is not done in a few hours, but in a few days; let’s be patient, it may take time to see your changes on the search tools when you update your pages and the parameters of your pages.
Second image update: To start a seasonal campaign, a visual promotion of 10 square images (1080 × 1080 pixels, which can be used on all social media) was launched in February, unveiling one of the weekly top 10 positions. A META promotional campaign was also launched with the gallery of 10 images in paid publication using the same META audience as the December 2023 and January 2024 advertising, again with adjustments to improve performance with each new campaign.
Tip: When I test campaign audiences, I don’t run my tests from the primary campaign with the enhanced audience, but from a second campaign on the side, which I divide with Item A and B to test. Then I remove the harmful item from the primary campaign audience. I only test one item at a time in a second campaign: for example, test A and B of the primary audience copied with and without the item for seven days. I remove or not the tested element from the primary campaign on the eighth day. In this way, the successful campaign does not slow down from bad tests. Oh, remember to drop, the bad tested item from your second audience too before you start a new test on something else ;).
Third update: at the end of April 2024, when the 10 individual campaigns were published on social media and the Meta ad was completed, the 10 images were added to the article and a readjustment of the introductory text was made in order to remove all notions of time in the text, so that the reader can read the article no matter at the beginning of the year or at the end of the year. (A new general promotion is now possible for the rest of the year.) This readjustment once again reactivates the novelty for the search tools.
Tip: note that every week, the image of each position could have been published during the spring in the article, updating the vitality of your article 9 more times. For this blog, this wasn’t worth it, but if you manage a site or e-commerce with a lot of volume, this could really help your positioning in search tools.
And a new content update: knowing an important update was going to happen on April 16, 2024, following Google’s version affecting website SEO, the entire content of the article was adjusted. A new promotion of the article announcing the update is also possible. For this new promotion, since only text posts with visuals and stories were used to promote the article, a video using the images of the individual ads was produced. This was published with the Google update mention.
Tip: Since 30 seconds to one-minute videos tend to be shown to new listeners on social media, and this article has been seen by subscribers since last winter, a one-minute clip version has since been online looking for new readers. If a META promotion is used, it will take the same audience as the previous two campaigns, with adjustments. Note, do not exceed one minute, not even at 1:00:001. The video will not go through the same algorithms of spontaneous suggestions, which is the large percentage of the audience.
The W+M Blog Technique
This is how I give a long life to the most read articles of the W+M Services marketing blog. The articles about the Webmaster Profession and The SEO Techniques, originally written in 2018 and adjusted several times a year, are other examples of articles read by more than 2000 visitors since their publication, without ever putting money into external advertising before 2024, with an average reading of more than 4 minutes.
This is the best way I can demonstrate the strength of a good website referencing in the long term. Note, however, that I am also a webmaster, with knowledge of programming and digital marketing and communication tips; This kind of figure is not easily reached in a few weeks without putting a monetary budget and speaking with a digital marketing pro if you don’t have knowledge in the field. You can call all this doing micro-influencing, or a webmaster with a long targeting marketing experience, I guess.
Advertising
Conclusion
So, this column shows us why we’ve been hearing about SEO so much for the past few years. It’s an investment that works, like a risk-free RRSP. So, are you sending me your updated articles soon?
See you in the Blog!
Jeff
Cr Images and production: W+M Services
Blog Tags
Websites - creation, management and design
I edit the content of existing sites via CMS in addition to creating sites with WordPress and Squarespace. I have been producing website content as a webmaster since 1998.
I help companies get their first website up and I improve the performance of existing sites.
Yes, I’m Mr. Analytics and my reaction time to new digital marketing is daily, which allows my clients to have optional and trend-cutting tools.
Follow the content of the marketing blog and participate in the articles by commenting, with respect, on the content of the site, intended for Quebec companies operating in the digital market.
The digital marketing chronicle dedicated to startups, SME and entrepreneurs. Promote a business and disclose a company’s administrative information on the web.