As marketers, we always want more. We want more sales and more leads. We want more page views and more followers. We want more impact, more budget, more responsibilities.
This culture of more also means we’re always looking to do more—a mentality that we bring into the content marketing practice. It’s no wonder that, more than ever, we’re creating more blog posts, e-books, infographics and other types of content.
But what if I tell you that the best content marketing strategy you can adopt today isn’t to create more content?
In a recent growth hacking experiment, I learned that one of the most effective ways of increasing organic traffic and unique pageviews isn’t to write new content—it’s to optimize the content you already have.
Why optimize old, evergreen content
Historical optimization means optimizing your “old” blog content so it’s fresh, up-to-date, and has the ability to generate even more traffic and conversions than it already does. By “old,” I just mean posts that already exist on your blog — whether you wrote them last month or three years ago.
I tried doing this for five high-performing blog posts in our corporate blog and saw a 54% increase in unique pageviews over 11 weeks.