How to Repurpose Existing Content to Help With Your Strategy | BrightonSEO April 2019 | Coral Luck

1. https://www.slideshare.net/coraleva93 How to Repurpose Existing Content To Help With Your Strategy Coral Luck // Ricemedia // @CoralEva9

2. Results. Fast. @CoralEva93 | #BrightonSEO A new client signs.

3. Results. Fast. @CoralEva93 | #BrightonSEO

4. @CoralEva93 | #BrightonSEO Essential Tools

5. What to expect? ○ Ranking increases ○ Increase in Organic Traffic & referrals ○ Links & Coverage ○ Featured Snippets @CoralEva93 | #BrightonSEO

6. Proven industries Hair & Beauty Digital Marketing Automotive Cyber & Software Health Care @CoralEva93 | #BrightonSEO Hospitality Jewellery Technology Retail Education

7. @CoralEva93 | #BrightonSEO Repurpose Existing Blogs for Outreach

8. Why? ○ Quick way to obtain links ○ Increase brand awareness & coverage ○ Increase referral traffic ○ Improve trust flow @CoralEva93 | #BrightonSEO

9. @CoralEva93 | #BrightonSEO How?

10. Choose the right content @CoralEva93 | #BrightonSEO

11. Consider the audience Publications ○ Regional ○ National ○ Trade Who are you targeting? @CoralEva93 | #BrightonSEO

12. Write the right press release @CoralEva93 | #BrightonSEO

13. Outreach ○ Create a media list / use existing one ○ Personalise each email ○ Monday + Tuesday are the best days ○ Give as much information as possible @CoralEva93 | #BrightonSEO

14. Blogs to Outreach - How? ○ Choose the content ○ Consider the audience/publication ○ Write your press release ○ Send... @CoralEva93 | #BrightonSEO

15. @CoralEva93 | #BrightonSEO Wait, Track & Repeat!

16. Case Study 5 pieces of content ○ 19 pieces of coverage ○ 23 live links ○ 11% increase in referral traffic YoY ○ 38% increase in organic traffic YoY @CoralEva93 | #BrightonSEO

17. Case Study @CoralEva93 | #BrightonSEO

18. @CoralEva93 | #BrightonSEO Boost Pages via Google Analytics or Search Console

19. Why? ○ Easier to increase rankings ○ See results fast ○ Trackable ○ Easy to implement @CoralEva93 | #BrightonSEO

21. Choose the right content @CoralEva93 | #BrightonSEO Google Search Console - find keywords & URLS ranking 3 or lower. Google Analytics - compare landing pages YoY & MoM via Organic Traffic.

22. Look at ranking competitors @CoralEva93 | #BrightonSEO ○ H1, H2s, H3s, H4s… ○ CTA ○ Interlinking ○ Keyword Density & Proximity ○ Content Length & Layout

23. Rewrite @CoralEva93 | #BrightonSEO ○ Can you replicate those out ranking? ○ Stay in the tone of the client ○ Optimise! ○ Make a note in GA

24. Boost Pages - How ○ Choose your content via GA or SC ○ Look at ranking competitors & replicate ○ Rewrite @CoralEva93 | #BrightonSEO

26. Case Study 27% @CoralEva93 | #BrightonSEO 104% Increase in organic traffic YoY to cat pages Increase in goals via organic traffic YoY

27. @CoralEva93 | #BrightonSEO Optimise Content for Featured Snippets

28. Why? ○ Featured Snippets are black magic ○ Snippets receive 32% of clicks on page 1 ○ 99% of Featured Snippets rank in the top 10 @CoralEva93 | #BrightonSEO

29. Traffic vs Featured Snippets Wikipedia lost 21% of their traffic. Consider the type of snippet you’re after. @CoralEva93 | #BrightonSEO

31. Choose the right content @CoralEva93 | #BrightonSEO Google Search Console - look at keywords ranking between #1 & #5.

32. Find the queries @CoralEva93 | #BrightonSEO

33. Look at competitors @CoralEva93 | #BrightonSEO ○ Is there already a snippet for the query? ○ Keyword Proximity & Density ○ Does the snippet actually answer the query? ○ What type of snippet is it?

34. Rewrite @CoralEva93 | #BrightonSEO

35. Featured Snippets - How ○ Choose the content ○ Find the queries ○ Look at existing snippets ○ Rewrite @CoralEva93 | #BrightonSEO

37. Case Study @CoralEva93 | #BrightonSEO

38. Case Study @CoralEva93 | #BrightonSEO 3 Sales £540 In revenue so far directly from this blog Directly attributed to this blog

39. @CoralEva93 | #BrightonSEO Turn Content into Newsletters

40. Why? ○ Increase traffic to site ○ Reach target audience ○ Generate leads / sales @CoralEva93 | #BrightonSEO

42. Choose the right content @CoralEva93 | #BrightonSEO Google Analytics - most popular content Round-up - recently released content Industry news - content related to this New service or product - push that page Industry events - ‘here’s what you missed’

43. Create the email @CoralEva93 | #BrightonSEO ○ Intriguing subject line ○ Visually appealing & on-brand ○ Links to repurposed content ○ Links are tracked via UTM Tracking

44. Tracking @CoralEva93 | #BrightonSEO URL = URL you want to track Source = newsletter Medium = email

45. Content to email - How ○ Choose the content ○ Create the email ○ Track the links ○ Proofread…. @CoralEva93 | #BrightonSEO

46. @CoralEva93 | #BrightonSEO Send, Track & Repeat!

47. Case Study @CoralEva93 | #BrightonSEO 310 opens 45 link clicks 2 goals

48. @CoralEva93 | #BrightonSEO Make sure you always...

49. Fetch and Render Fetch & Render the URL on Search Console. It prioritises the URL for re-indexing. @CoralEva93 | #BrightonSEO

50. @CoralEva93 | #BrightonSEO Key Takeaways

51. Key Actions ○ Existing content is your quick win ○ New content is still super important ○ Use the data you have to push rankings ○ Always fetch and render ○ Track & add notes @CoralEva93 | #BrightonSEO

52. @CoralEva93 | #BrightonSEO Thank You!

How to Repurpose Existing Content to Help With Your Strategy | BrightonSEO April 2019 | Coral Luck

How to Repurpose Existing Content to Help With Your Strategy | BrightonSEO April 2019 | Coral Luck

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