Content makes the web go round. People go to websites because they want to read something or watch something, whether that is to be entertained, to learn something or to look up some information. That means content and therefore content = traffic. Seeing as traffic also = money, that means that content is pretty valuable for your site.
So, if you’re posting articles once and then forgetting all about them, then you’re missing out. Writing content takes time, hiring people to write content for you costs money… so make sure you are making maximum ROI!
If you follow Tim Ferriss on social media, you’ll find he regularly shares old posts with his audience to remind them about that content and to get them to head back to his site. Remember: only 10% of your Facebook followers (or something like that) will see each post from your page. You need to keep posting to engage your entire readership and chances are you don’t have enough content to really keep that up.
Instead then, why not remind your followers of old content and show them posts they may have missed? Especially if your site has been around a long time!
SEO will help people find your articles, but you should also try and promote your content and generate hype for it in the same way that Apple might generate buzz for its next iPhone. You can do this in a number of ways, but generally this means talking about your article on forums, discussing it through social media channels and showing it on YouTube. That’s right, not just posting links, but actually talking about the article and demonstrating why people should care about it. It’s a subtle but potent difference.
How about talking about the big exciting post you have coming next at the end of each article? Or referencing your ‘best post yet’ in a future article?
The iteration cycle in business is a process of subtly tweaking a product over time in order to perfect it in response to market feedback. The point I’m making here though broadly is that you don’t have to just release your article then leave it at that – by tweaking it and improving it you can ensure it’s the best it can possibly be, always up-to-date (which Google appreciates) and well suited to the audience reading it and what they tell you they want from their articles.
You can even mention in your articles that this is a resource that will be updated from time to time and that way you might even find some people bookmark it and then head back.
In other words, then it’s time to stop popping out articles and posting links, and time to start thinking long and hard about how to really sell your articles and show them in the best possible light. View each post as a project and a business endeavor and your time and care will be sure to pay off.