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Reuse, Recycle: How to Repurpose Your Content

Speakers

Ashley Ward , SEMrush

As a professional speaker and Digital Marketer, Ashley speaks at the industry's leading conferences teaching content and social media marketing tactics. Currently, Ashley speaks at 4-6 events monthly, as well as manages event marketing to host additional workshops and networking events with the goal of evangelizing the SEMrush brand. Online, Ashley is a content creator as... Read More

What you will learn?

  • Understand how the Buffer experiment can be applied to your own setup
  • Know what rules to follow in repurposing content
  • Know what the difference is between recycling and republishing content
  • Measure your own results to see which actions are working
  • Use the right tools in measuring the different KPIs
Video Transcript
Reuse, Recycle: How to Repurpose Your Content and Make the Big Bucks
[00:00:29]
Ashley Ward:
Hi everybody.
So I'm going to be teaching you how to reuse and recycle your content. How many of us are content marketers slash SEOs in the room? Awesome. Okay, then hopefully this will be really helpful for you.
One of the biggest things when it comes to content is we want to create less content and we want to promote more of the content that we already have. It's the idea of quality versus quantity. Sure, we can just pump out tons of content. But if none of it’s quality, it doesn't really mean anything for our users or for our brands. And for users, we have the constant complaint from them on how there's so much content out there. I really wanted to read your new blog post, but I'm just too busy. here's just so many other pieces of content so many other videos that I want to watch.
And then we have in-house marketers who say well I don't write content for a sexy industry. It’s so hard to come up with new content. That's one of our biggest struggles as in-house marketers is trying to figure out how to make a boring industry exciting.
And then there's agencies. Agencies like to complain that, okay, well I can create content. But then the company has no actual budget to promote the content. So then the content’s just going to sit in the cyber world, and then we have to charge our clients to create it, and there's no real ROI, and we can't really measure it.
And my favorite is CEOs who say, “Well, I don't want to be the focus of the story of our content. Can you not make content about me?” Even though they're the best story and produce the best returning content. It's exciting when you actually find out about a business, who the person is behind it, what their inspiration was for creating the company, what their inspiration was for coming to work every single day hiring employees that they did. But then CEOs don't want to be the content. So all in all we're stuck with struggling to actually make new content. So let's figure out how we can actually use the content that we already have and how we can repurpose it into different types of content.
So I'm going to go over five things here.
First is the Buffer experiment. It's going to be a really fun example. And then we have the content rules to follow so you have a better idea of the do's and don'ts of reusing your content. And then we'll go over how you can make the buffer experiment a reality for you for your clients and for your brand how to measure it and some final tips.

The Buffer Experiment
So first, the Buffer experiment. Is everyone kind of familiar with Buffer? I believe they brought up Buffer yesterday.
So Buffer is a social media management platform. They decided to run a really fun content experiment. They're great at producing content. They're one of the leaders in the industry for producing content, keeping us informed about social media social media management. And so they said, you know what? Let's try something fun. Let's run an experiment with our content.
So the experiment was let's not create any new content for four weeks and under that, there was three rules that they have to follow. The first: Okay. Don't publish any brand new content, goes without saying. Second, repurpose Evergreen content into ebooks and SlideShares. And the third, update all of your old blog posts into audio and graphics.
So by going through these three steps the very first thing that they needed to do was audit the content that they've already created to figure out, “Okay, which pieces are we actually going to recycle? And which pieces are we going to republish?” They went through their spreadsheet and analyzed, “Okay. What's the top performing post what really really performed? Well what helped us hit our goals? What got a lot of backlinks? What got a lot of shares? What got a lot of engagement?
And so the content audit took a fairly long time, but what came out of it was 10 pieces of content that they decided, “Okay, from here, we can reuse or recycle and we're going to go through and divide it like, week one, we're going to focus on these pieces of content. Week 2, week 3, and week 4.” And so once they picked the around the audit, they picked their top 10, they figured out ways to reuse and recycle the content. They then had to wait for the four weeks and wait for data and stats to come in and figure out, can they really go four weeks without creating new content?
Four weeks went by, the results came in, and blog traffic went down. Of course, it did! They went for weeks without creating any new content. But it didn't go down that much, which was kind of surprising. It only went down 4% and their average new sessions were 1.15% increased. Kind of strange, when you're not actually creating any new content.
Their organic traffic also went up to their blog and then they got a lot of other positive feedback starting to come in from the four weeks. They took three of their old pieces of content and created SlideShare decks out of them, uploaded them on SlideShare. Their referral traffic went up from 50 visits to 90 visits on SlideShare, and they increased their overall site reviews by 380%.
They also had a lot of other great things happen; 2300 ebook downloads, they created an email drip campaign, which was really successful for them from the 10 pieces of content. And then they maintained less than a 5% drop and unique visits to the blog. All in all, that's good, I mean for going for weeks without creating any new content. Stuff still happen, they still got conversions. They still got engagement. They still kept their traffic fairly fluid to their blog.

The Rules to Follow
Okay. So some rules to follow before we jump into a little bit more details on how Buffer did this and how you can actually do it for your brands and for your customer. You need a better understanding of the basic rules for reusing content. And first, you need to know the difference because there's a big difference between republishing your content and recycling your content.
Republishing content is what we do fairly often. This is going to that blog post and updating the stats adding some graphics. It's going to content that's already been created and making a few updates to it, and then going back to redistributing it and reposting it on social media, maybe throwing out an email newsletter for it.
Whereas recycling is taking that content, taking that topic and turning it into brand new content. So you're taking that blog post and now you're going to record audio from the content. If you don't want to do audio you can go and you can do a video from the content. You can make an infographic. You're basically taking your original piece of content and recreating it into a different type of content.
So the first rule when it comes to reusing whether you're going to republish or recycle is please don't republish all of your content. You do still need to create new content. But the point being is you can get away with it, like what Buffer did with doing 10 pieces out of all the content that they audited. They chose 10 pieces. So, yeah, you can republish and recycle your content, but just not all of it. You need to be very particular on the concept that you choose to recycle and republish.
And the second rule is to wait two weeks before you start republishing your content. Google needs time to index your first round of content before you’re actually going to get some kind of results from it. So give Google a second, let them go through, let them index it, let them check it out, get a feel for your content before you go in and start updating the stats, swapping out photos maybe throwing a video in there.
And the third rule is don't change the url if you’re republishing. Remember, republishing is just going back into your content, making updates to it. You really don't want to do that unless you're going to take the time to do the maintenance on that. So the maintenance is, everywhere that that content is posted, the url will be broken if you change the url unless you take the time and go to your social media post, fix the URL, you go to the pages that are sending you back links to the content. You ask them. “Hey, we just updated our URL, please update it on your website.” Also, go to your own website and all of the links that are posting on your website to that content – all of that needs to be updated. So sure, go ahead and update your url if you're going to take care of all that. Otherwise, you're going to have broken urls to your content.

How to Make the Buffer Experiment a Reality
And now the buffer experiment so, how can we actually make this a reality for you? How can we make it a reality for your customers and for your clients?
The first step is, you need to Define what your content goals are. Why are you creating content in the first place? Why does it even matter? Yeah, we're told to do it. We read blog posts. We see SEJ, Search Engine Journal tell us we need to produce this much content. We have arguments about how long our content should be. But it doesn't matter if we don't actually have our goals defined on why we're creating content in the first place.
So Buffer went through and before they even audited their content, they came up with a list. Here's all the goals that we want to achieve by going four weeks without producing any new content. And they got very specific. It wasn't just, “We want to increase rankings, or we want people to, we want 50 likes on a new post. They got very specific: 10,000 ebook downloads, 25,000 video views, less than 5% drop in unique visits to the blog – and it's a variety of goals.
Different content goals are going to produce different results. Different content types are going to produce different results. And don't worry, you're going to have access to all these slides at the end. So you do not have to write all this down. But this is just an example on how, if you want to increase your brand exposure. Well a great way to do that is by guest posting on other websites. Increasing the amount of blog post that you're doing. Doing infographics. If you want customer education, create content like training courses. Certain pieces of content are going to help you achieve certain types of goals.
The second step after you have your goals to find on why you're doing this experiment in the first place is to now audit your content. This is where Buffer went through, had that long Google Excel document and they went through and they started auditing all of the content that they produced.
There's a lot of pros to auditing your content. You're going to learn, what are my most popular topics? So what do people like the most? What do people want to hear me right about, hear me do interviews about, do videos about? You’re also going to learn what kind of content works the best. Is it listicles? Is it videos? Is it case studies? Infographics? And who's the author that gets the most engagement? Lots of times one or two specific authors are going to generate the most traffic to your blog, to your website, to your YouTube page. Certain authors attract certain demographics. And then you're also going to learn about your distribution methods. What distribution methods work best for your content and for which content types? And then, finally, how long does it take before it actually gets some traction. So if you keep track by auditing all of your content, you're going to learn how long it really takes for your content to take off and starts to get engagement, starts to reach your goals.
So I've created a similar Excel that Buffer used for auditing content. This is also what I used to audit my content. It's available at bit.ly/contentauditexcel. Again, you'll have access to the deck. So you don't have to write fast or take photos if you don't want to. This goes on and on and on and on and on.
And so my recommendation if you're not already auditing your content, don't go back to 2010. It’s okay, you're going to be working on that until probably 2019. Go back through 2017. Fill this in, get all of your content updated, get all of your content on this stock and start from there. From this point forward, start filling this in on a weekly basis. You're going to want to reference this quite a lot.
So if you take the time to just pop in once a week, here's the new content that the companies promoted. Here's a new content that we've created for the client. Filter this in, it won't be as difficult as having to go back a whole year and do it and you're also going to be able to update your metrics as time goes on.
So the third step is to create your “Gem List”. This is what Buffer did with their 10. They decided, “Okay, here's the 10 pieces that I want to use.” You don't need to choose 10. You can choose a number that makes the most sense for your clients and for your brand for this experiment. It may only be 5. It may be 20. You may want to overachieve and go really high and recycle and republish a lot of your content for this experiment.
But for now, we'll go with Buffer’s number 10. And we'll choose 5 to recycle and 5 to republish. So what Buffer did here is a lot of strategy. Yes, they went through the content audit to figure out which pieces are going to make the most sense, which ones were really highly engaged, what received a lot of backlinks. Those 10 pieces were what they chose. But when it came to figuring out which ones did they want to recycle versus which ones do they want to republish, they chose things like listicles. It's very easy to update the big list of Twitter tools. 91 free Twitter tools. You can update that every six months. Tools are constantly coming out.
And then they chose other options like how to's. So how to create a social media marketing plan from scratch. They decided let's update that with a brand-new infographic. How to's make great infographics.
So here, they're choosing to republish. We're just going to update this. And here they're choosing to recycle this how-to content and make it an infographic. You can do the same with your 10 gems, 5 gems, 20 gems, whatever you choose.
And the fourth step is now the distribution. You have the content. You figured out what you're going to turn it into, whether you're going to recycle or republish. Now you need to distribute it. One of my favorite quotes, and it's a quote that was said here – it’s a quote of a quote that was said here at SearchLove a few years ago, is that “Content is King but distribution is Queen and she wears the pants.”
And I made the mistake of not wearing pants today, but just pretend (audience laughs). And this is such a great quote because as marketers, 84% of us are integrating content into our marketing strategies. That's great. We all need to. But where it really changes and gets impacted is how we’re distributing the content. We can't just create it without actually having a strategy for our distribution methods. Otherwise, this awesome content, these 10 gems that we’re recycling and republishing are just going to sit in the cyber world all alone. And no one likes being all alone.
So how we distribute the content is going to make or break the effectiveness of the content. There's a lot of different ways that we can distribute the content. For the users that complain, “Oh, there's so much content out there. I can't find your content or it's hard for me to engage with your content.” Well you, as marketers, have three options.
You can go the paid route. You can do some social ads, put it on Instagram. Put it on Facebook. You can do the native display advertising. Do some retargeting funnels by using your content. You can also reach out to PR, get some paid influencers, do some press releases on it.
And then you have your earned. This is the kind of free, not as much paid route earned as your SEO. This is what we're talking about. This is how to improve your rankings. This is doing your local search like Darren was talking about. The reviews that you're getting, any media coverage that you're getting, brand mentions that you're getting from your content and then the engagement.
Finally, there's owned. This is what we initially pay for, then maybe pay for maintenance ongoing, the website that we created to build or paid someone to build, the blog that we’re updating or we're hiring writers to update, the social media posts and the YouTube post that we're doing. So you figure out what distribution model makes the most sense for you or your client, whether they have money to go the paid route or need to go more of the earned or free route. and then it's time to wait.
Buffer decided I'm going to wait four weeks. That's the timeline that they put on this experiment. That's what made the most sense for them and their goals. Four weeks may be too soon or too long for you. You don't want to go under two weeks. You need to at least give your content two weeks because Google needs the two weeks. Past that, you really want to look at your content audit and see how long was it taking my content to start getting kind of traction and some interaction.
Sometimes content can take months and months before it kicks off. And then all of a sudden it goes viral, and now it has all these buzz terms and it's amazing content. Your content audit is going to tell you how often that happens for the content that you're producing and for your clients if it's not happening like that and you're getting engagement a lot sooner, you're able to start tracking your content a lot faster, then you may not need to wait the four weeks for this experiment. You may just wait the two weeks.

Measuring the Results
So after you've gone through your audit, you've chosen your recycling, your republishing pieces, now, it's time to measure the results to see, “Okay, did it work?”
Buffer went back through and they had all their goals and they went one by one to see did we actually hit our goals? Less than 5% drop in unique visits. They hit that goal. They actually only got 4%. 500% increase in SlideShare. They didn't hit that goal, but they did get 116 versus the 450. It was still a 380% increase, that's still fantastic.
And then going down there, still didn't hit all the goals, but they tried a new email drip campaign. They got a lot of ROI coming out of that. And then they had a Learning Center built. Brand new types of content that came from this experiment and again, they didn't have to create any new content to do this. So essentially, they went four weeks on vacation, which they ran this during summer, so they could have actually gone on vacation and pre-planned this. But however which way they did it, they went back through and they tracked their goals.
Now again for your goals, your goals are going to be very unique to your client. Your goals are going to be very unique to what your business plan objections are. So we're going to do a little experiment here that you're probably going to hate me for but to prove that not all metrics are the same when it comes to what's most important for your goals and when you're actually adding up the metrics. I'm going to prove to you guys how different metrics can be.
So I'm going to put the little timer on. Okay talking to the person next to you, I want you to ask them, what do they think the key metrics are for blog posts? So when you go back and you’re measuring your blog post, what are you looking for? What's the most important key metric that you need? 90 seconds on the clock. Go head and talk to each other.

[00:22:00]
Ashley Ward:
Time's up, everybody. Okay. So what metrics did we get? Anyone want to share one or two metrics that they talked about?

[00:22:13]
Man from audience:
Social sharing.

[00:22:14]
Ashley Ward:
Social sharing.

[00:22:15]
Woman from audience:
Backlinks.

[00:22:16]
Ashley Ward:
Backlinks.

[00:22:17]
Woman from audience:
Comments.

[00:22:18]
Ashley Ward:
Comments.

[00:22:19]
Woman from audience:
Time on page.

[00:22:20]
Ashley Ward:
Time on page. Any others? Those are the main ones? Anchor text. Three of the most important metrics to track for your blog post – time on page, website traffic, and new users.
We're going to do the same thing that we just did but what do you think the most important metrics are for podcast content? 90 seconds on the clock, and go.

[00:24:01]
Ashley Ward:
Three, two, one, and time’s up, everybody.
What metrics did we get for podcast? What should we be measuring for podcasts?

[00:24:13]
Man from audience:
Subscribers.

[00:24:14]
Ashley Ward:
Subscribers. Whoops, excuse me. Listen length.

[00:24:20]
Woman from audience:
Reviews?

[00:24:21]
Ashley Ward:
Reviews on the podcast.

[00:24:23]
Man from audience:
Shares?

[00:24:21]
Ashley Ward:
Shares. Any other ideas?

[00:24:27]
Man from audience:
Downloads?

[00:24:21]
Ashley Ward:
Downloads.
The three most important metrics for podcast. Listening length. Are we keeping them the whole podcast or are they dipping out as soon as our ad comes on. How many new subscribers are we getting and how many shares is the podcast getting?
These are two completely different pieces of content. Still equally important for us achieving or digital marketing goals, but the metrics that matter for them are completely different. So as you're going through and you're trying to measure the results, you're updating your content audit, keep in mind that just because your blog post increased your website traffic dramatically and your podcast didn't, it may not be the most important metric for your podcast.
So in terms of what to measure with your content and some tools to help you as you're going back through and you tried the experiment you're running your content audit. Okay, what do we really need to pay attention to?
The user behavior is huge when they landed on your content how much time are they spending on the page? Are they interacting with the content? Are they going to other pages on your website or are they going back to Google and checking the search results again? Are they unique visitors? What's the page dip? The bounce rate? Where they coming from as far as traffic? All of the user behavior, you can find using tools like SEMrush reports.
You can look up Full Circle, which Dana just told me about this morning, is she's in here, no. Full Circle sounds amazing. I have yet to use it. But she was telling me all about this morning. Full Circle is basically the idea of giving, oh. Full Story. That's what it is. Full Story.
Google analytics gives you half the story, Full Story gives you the full story of the user behavior. So definitely check out that tool. And then we have SimpleReach and Chartbeat are also going to help you get the metrics as far as user behavior on your competitors.
And then you have engagement. So this is your social media metrics, your PR metrics. As far as PR, we want to know are you getting any brand mentions from this content that you reused? Are you having any other companies or brands reaching out to you and saying, “Hey, I loved this Top 91 Twitter Tool post that you shared. I want to collaborate with you because I'm a Twitter tool. Let's work on a piece of content together. Let's do a video together.”
And then republications, like “I loved the Twitter list that you came up with. Can I share it as well?” And then your social metrics – likes, comments, shares. As far as engagement, you're looking at engagement metrics. You're looking at going into your social media platforms. Go into the back of Facebook, the back of Twitter, Pinterest and Instagram. Business analytics will give you all this information.
You can also go into the SEMrush social media tracker. You can check Mention and Brand24 for all of your PR analytics. That's going to give you all your brand mentions. And then there's SEO outcome. So the backlinks, organic traffic, dwell time, keyword rankings AKA did this content do anything to my rankings? Did it improve it at all. Did it help my keywords? Did it hurt me at all. Did I get any bad backlinks from this? Is someone spamming the crap out of me or my client? You need to know that.
You can check your SEO metrics using tools like the SEMrush on-page SEO tracker going to domain analytics. You can also use GA, look at Google Trends and Majestic.
What's interesting though through all these metrics that we have to measure which are a ton for content is that B2B marketers report sales lead quality as the number one most important metric for B2B. They say that's more important than sales and conversions.
Which is why we actually do need to track ROI. It's fairly difficult to directly track ROI when it comes to content, but there are ways to do it. There are ways to track it. It's generally going to be a long sales process unless you're doing something a little bit more direct like ebooks to landing pages, opt-in forms, more of a direct result in direct action from the content that you're producing like in a YouTube video.
So this is, did the content reach out to any of your existing leads using your CRM? Did you generate any loot new Leads? What's the ROI, the cost per acquisition for all the new leads that the content generated, and what's your overall conversion rate if there's even a conversion rate with this content.
So you can find this by going into your CRM seen are there any new leads that were generated out of this? What were the existing leads? You can also do good old-fashioned math, which we're all terrified of as marketers, just by dividing your conversions with your clicks, and then you can also track the number of returning users in Google Analytics.

Key Takeaways
So some final takeaways we've figured out why we need to repurpose some different reusing rules, how you can make the buffer experiment a reality for you. Now the important stuff.
Don't be afraid to update your old content. This is the republishing part of our content. So often when we have pieces of content that do great and they do great for maybe a year then they just die out. We're afraid to actually go back in and update them. But those pieces of content are filled with stats, maybe old images. We have better technology now, maybe we can throw a video in there. Don't be afraid to go back in there and update it because if you don't, it's going to make your brand, it's going to make your client look very outdated. It's going to hurt their reputation when you're trying to provide information and you’re including stats from 2013 and it's now 2018. Those are five-year-old stats. I no longer care about that that information and the fact that you haven't even gone back and checked your content and realize that you still have a staff from five years ago in there that tells me that you don't care when you probably do care.
You also want to turn your text into video and audio we're producing so much text content and it's not a bad thing. But reuse that text content. It's the easiest type of content to reuse and repurpose. This is the recycling idea. Your text content can easily be turned into audio. Have someone with a fantastic voice read your blog post. Record it put it inside of the blog post and give people an option. I want to press play and I want to listen to this blog post or I want to actually read it myself.
I was just in Humboldt State University in Northern California last week and I was talking to their newspaper department and try to teach them how to get more exposure using social media. One of the best ways they can do that is by, instead of just printing all of these news stories and taking what they're doing in print and throwing it online and making it into a blog post is, when you're interviewing someone record it on audio and upload it into the middle of the story. We can be implementing these same ideas that journalists are doing with our text content.
And put your content on SlideShare and Quora. If you don't like making presentations, it's okay. Pay someone to do it. There's a lot of great content on SlideShare and if you're not getting yourself or your clients on SlideShare, you're really missing out on a big opportunity for engagement and links. SlideShare is generating a lot of traffic for websites. It's generating a lot of rapport for companies and brands as well.
And then Quora, there's so many conversations happening on Quora. It does not take that long for us to go to a forum. Type in a question about a topic that we just wrote about, go to some of the questions, answer them. Put links to the content that you just produced throw in a paragraph to help answer the question. For more information, click here because I just wrote a whole blog post about it or I just recorded a video about the same question. You're going to help increase your traffic by doing that and achieve your goals.
You also want to turn your old blog posts and ebooks. This is the tip that I gave yesterday, which will add it to it. Then throw that e-book on Amazon. These are ebooks that you don't necessarily have to charge for. You can give them away for free as a way to increase your leads. Then throw them into a funnel, get them onto a landing page, start email marketing to them. Why not? Why wouldn't we do things like this? It's so simple.
Our text content is what we're used to doing. It's our little comfort zone but take that text content, compile it with a lot of the other similar categories, similar topics, throw a table of contents on it. Put graphics, make a very nice cover and start giving it away for free as a resource. Charge $4.95 if your clients are really against anything for free because they don't want to damage the reputation, then charge $4.95 for it, throw it on Amazon, get some reviews going, get some links going.
And please think mobile first with your content. Mobile index is here. Yay! But we're still not thinking about mobile with our content. Mobile devices are projected to reach 79% of global internet use by the end of this year. We're no longer half. We're no longer 60, that's almost a hundred percent of our global internet usage is going to be from our mobile devices. That's huge and terrifying. If you're not thinking about how to write content for mobile already, you need to right now. Because if you don't, you're going to miss out. Nearly 8 in 10 customers are going to stop engaging with your content if it doesn't display well on mobile.
We know these things. We've been told these things, but we're still not producing content that looks great and is easy to engage with on mobile. And the simplest ways to do this is your text size. It needs to be readable. That doesn't mean huge. So I see a lot of companies who read the Google mobile recommendations and then they go on their mobile site make their text super big and then I'm scrolling and scrolling to get through one sentence. It’s irritating. No one wants to have to scroll that much to get through a paragraph let alone a sentence. So yes, keep your text big on mobile, but just make sure it's readable. It doesn't need to be extra large, medium large is just fine.
And then as far as images, yeah, we we've been told keep image file sizes small. Notable. But what about your videos, guys? Everyone's forgetting about your video files. Your video files need to be very small. Those need to load really fast because images are soon a thing of the past. Videos are so much cooler. It was text and it was audio then it was images, now videos are here. So your videos, you really need to think about, as you're creating videos, because y'all need to be creating videos for your clients that when you're exporting them your file sizes for your mobile site, especially need to be very small. And then your load speed be under two seconds or less, preferably be under a second but not all of us can do that. So get your mobile site loading as fast as possible.
But even past this, taking it a step further, I wanted to run a little experiment as far as mobile keywords. So typed in BuzzFeed into our keyword positions on SEMrush. The Organic search positions to see, okay on desktop, what's coming up when people are searching for BuzzFeed on desktop? Well, BuzzFeed, duh. BuzzFeed quizzes. Yeah, that makes sense. More quizzes and air fryer and food, because BuzzFeed recipes. Okay, that makes sense. That's what people are looking for on their desktop.
But then, if you look at what are people searching for on their mobile devices, it's different. BuzzFeed again, Nicki Minaj. Strange, but okay. Quizzes, yo mama jokes and would you rather. This is hilariously honest because when we're on our mobile devices, we're not necessarily always looking for a food recipe of what we're going to cook tonight. That's maybe what we're doing while we're at work and between lunch break and whatnot.
But we are looking up a yo mama joke to tell a co-worker that’s sitting next to us and we are looking up a would you rather while we're out having drinks at the networking party yesterday. And Nicki Minaj, celebrities. Think about your own user behavior and how it turns when you're creating content. It's not just stuffing this content with mobile keywords. It's what are you doing on your mobile devices? What are you searching for on your mobile devices? Are you not really finding that answer or that experience that you're looking for? You're probably not because we're still not thinking mobile first with our content yet. So create content that actually mimics these results not the desktop results.
And with that you can get all of the slides and the tons of tools and info that was listed in here. You can email me ashley.ward@semrush.com and I'd be very happy to share this deck with you and answer any questions that you have.

[00:38:00]
Audience clapping

[00:38:07]
Host:
Thank you, Ashley. You’ve still got a minute for questions. When someone wants to ask, just put your hands up. Oh, there we go. Go for it. I'm going to run a mic down.

[00:38:26]
Woman from audience:
Awesome presentation. When you were talking about don't be afraid to update your content, do you, have you, do you know of any studies or any way to know if when you update the content how it impacts your existing rankings for that page? So let's say you're doing well. You’re number 7 for your target keywords. You then add a suite of content. Do we know if it's going to have a positive or a negative impact in general?

[00:38:51]
Ashley Ward:
So we don't know and that's the risk with going with it. But if you have your content audit and you're updating it on a weekly basis, you're going to know. Okay, I'm in the seventh position. I'm going to go make this change and I'm going to track what happens over the following weeks and if something dramatic happens and you start losing rankings, then, you know, okay updating this post or updating this content wasn't the right thing to do. Let's go back. Let's change the content. Let's leave it as it was. Or hey, it improved a lot. I need to start mimicking these things on my other types of content that are similar to this topic. So yes by using your content audit.

[00:39:32]
Woman from audience:
Great presentation. So one of the things that we have found some successful and is very easy is to get our content translated for the languages we provide so I think that's a quick win. If your business is global. Another question I had was regarding duplication a little bit. Sometimes year after year you go to the same event. And you talk about the same thing because that's what your business does. So creating new spins on it is sometimes really unique and I guess would you suggest maybe say next year, when we're at something, making it like a video and then and then just kind of tacking it and referencing it back to the prior year's accomplishments at this epic prior event to just kind of create a chronological position of being a staple at certain events or I guess but spicing it up a little bit.

[00:40:35]
Ashley Ward:
Yes. Yes, certainly. Definitely as your, as time is going on, and you’re going to new events, you should be creating new content at all those events, but you don't want to let your old content die because that old content may be what's ranking the best right now and this new content isn't even ranking yet. So you can go back and that's where you're going to republish. You’re going to go back to old content, throw a link in there as well to say, “Hey, it's been three years. We now have brand new interviews with these people that we’re doing. Click here to see the latest and greatest at this event.” So because that old piece of content is still ranking when people see that they're going to start clicking on that and it's going to help drive traffic to your new content and eventually the rankings are going to flip flop, but you're still linking to both of them.

[00:41:19]
Host:
That's our time for now, but Ashley, thank you so much for being here.

[00:41:22]
Ashley Ward:
Thank you guys.

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