10. @ A S H L E Y M A D H A T T E R
The Buffer Experiment in 3 Steps
No new content for 4 consecutive weeks
D o n ’ t p u b l i s h a n y
b r a n d n e w c o n t e n t01
R e p u r p o s e e v e r g r e e n
c o n t e n t i n t o e b o o k s ,
& S l i d e s h a r e s
02 U p d a t e o l d b l o g
p o s t s w i t h a u d i o
a n d g r a p h i c s
03
11. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
What Content
Should They
Reuse?
Content Audit:
• Top performing
• Most shared
• Backlinks
11
12. @ A S H L E Y M A D H A T T E R
Chose 10 pieces of
content and
scheduled them over
4 weeks
14. P O W E R
@ A S H L E Y M A D H A T T E R
14
The Results..
@ A S H L E Y M A D H A T T E R
15. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Blog Traffic
Went Down..
a little
15
16. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
But Organic
Went Up..
16
17. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Slideshare
Views Increased
Added 3 new SlideShares:
• Referral traffic from SlideShare
jumped from 50 visits to 90
visits
• Increased overall SlideShare
views by 380%
17
18. @ A S H L E Y M A D H A T T E R
2,397 ebook downloads
Created 1 new email drip campaign
And maintained less than 5% drop in unique visits to their blog
19. @ A S H L E Y M A D H A T T E R
Successful Experiment - Reusing Content is Possible
20. @ A S H L E Y M A D H A T T E R
20
Rules to Follow
21. P O W E R
@ A S H L E Y M A D H A T T E R
21
Republishing
vs
Recycling
@ A S H L E Y M A D H A T T E R
22. @ A S H L E Y M A D H A T T E R
B l o g P o s t
S o c i a l M e d i a
E m a i l N e w s l e t t e r
Republishing
Content
23. @ A S H L E Y M A D H A T T E R
B l o g P o s t
Au d i o P o s t
I n f o g r a p h i c
Recycling
Content
24. P O W E R
@ A S H L E Y M A D H A T T E R
24
Rule #1:
Don’t Republish All of
Your Content
@ A S H L E Y M A D H A T T E R
25. @ A S H L E Y M A D H A T T E R
Buffer Chose ONLY 10 Pieces of Content,
Not All of 2017
26. P O W E R
@ A S H L E Y M A D H A T T E R
26
Rule #2:
Wait 2 Weeks to
Republish Content
@ A S H L E Y M A D H A T T E R
28. P O W E R
@ A S H L E Y M A D H A T T E R
28
Rule #3:
Don’t Change the
URL if You’re
Republishing
@ A S H L E Y M A D H A T T E R
29. @ A S H L E Y M A D H A T T E R
Unless You’re Going to Update URL on ALL Places…
30. @ A S H L E Y M A D H A T T E R
YOUR Buffer Experiment
31. P O W E R
@ A S H L E Y M A D H A T T E R
31
Step #1:
What Are Your
Content Goals?
@ A S H L E Y M A D H A T T E R
32. @ A S H L E Y M A D H A T T E R
Buffer Defined Their Goals, Even Before the Audit
33. @ A S H L E Y M A D H A T T E R
blog posts
social media posts
email newsletters
infographics
videos
reviews
how-to guides
case studies
training courses
W E B S I T E
T R AF F I C
Different Content Achieves Different Goals
email newsletters
landing pages
social media ads
social media posts
N E W
L E AD S
guest posts
blog posts
infographics
videos
reviews
how-to guides
case studies
training courses
I N C R E AS E
R AN K I N G S
training courses
email newsletters
blog posts
how-to guides
C U S T O M E R
E D U C AT I O N
B R AN D
E X P O S U R E
guest posts
blog posts
infographics
videos
case studies
social media posts
33
34. P O W E R
@ A S H L E Y M A D H A T T E R
34
Step #2:
Audit Your Content
@ A S H L E Y M A D H A T T E R
35. @ A S H L E Y M A D H A T T E R
Pro’s to Auditing Your Content:
W h a t w a s t h e
t o p i c ?
W h a t k i n d o f
c o n t e n t i s i t ?
W a s i t h o w - t o ,
l i s t i c l e , e t c ?
W h o w a s t h e
a u t h o r ?
H o w d i d y o u
s h a r e i t ?
H o w l o n g h a s i t
b e e n p u b l i s h e d ?
37. P O W E R
@ A S H L E Y M A D H A T T E R
37
Step #3:
Create Your “Gem List”
@ A S H L E Y M A D H A T T E R
38. @ A S H L E Y M A D H A T T E R
Create Your “Top 10 Gems” List,
or Your Magic Number
39. @ A S H L E Y M A D H A T T E R
Choose 5 to ReCYCLE and 5 to RePUBLISH
40. @ A S H L E Y M A D H A T T E R
Play the Waiting Game
Buffer Chose 4 Weeks
You: Longer or Shorter…
41. P O W E R
@ A S H L E Y M A D H A T T E R
41
Measure the Results
@ A S H L E Y M A D H A T T E R
C O N T E N T R U L E S Y O U R E X P E R I M E N T M E A S U R I N G C O N T E N TT H E B U F F E R E X P E R I M E N T
1 2 3 4
F I N A L T I P S
5
42. @ A S H L E Y M A D H A T T E R
Buffer Measured The Results
43. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Define Your
Key Metrics
Not all metrics are the same for all
content types.
Key metrics for blog posts:
Key metrics for podcasts:
43
Active reading time, website
traffic, new users
Listening length, new
subscribers, shares
44. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Know Which
Metrics Matter
Shares:
Just because it’s shared doesn’t
mean it’s read
44
45. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Know Which
Metrics Matter
Shares:
Just because it’s shared doesn’t
mean it’s read
Time on Page:
Need to make lunch while the blog
post is open?
45
46. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Know Which
Metrics Matter
Shares:
Just because it’s shared doesn’t
mean it’s read
Time on Page:
Need to make lunch while the blog
post is open?
Pageviews:
Clickbait can skew page view metrics
46
47. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Wow Score
Use Wow-Score to determine
accurate metrics like content ratings:
• Active users’ reading time
47
48. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Wow Score
Use Wow-Score to determine
accurate metrics like content ratings:
• Active users’ reading time
• Scrolling speed
48
49. @ A S H L E Y M A D H A T T E R@ A S H L E Y M A D H A T T E R
Wow Score
Use Wow-Score to determine
accurate metrics like content ratings:
• Active users’ reading time
• Scrolling speed
• Article length
49
50. P O W E R
@ A S H L E Y M A D H A T T E R
50
Key Takeaways..
@ A S H L E Y M A D H A T T E R
R E U S I N G R U L E S C O N T E N T A U D I T M E A S U R I N G C O N T E N TW H Y R E P U R P O S E
1 2 3 4
F I N A L T I P S
5
51. P O W E R
51
Don’t Be Afraid to
Update Your Old
Content
@ A S H L E Y M A D H A T T E R
52. P O W E R
52
Turn Text into
Video and Audio
@ A S H L E Y M A D H A T T E R
53. P O W E R
53
Put Your Content
on Slideshare and
Quora
@ A S H L E Y M A D H A T T E R
54. P O W E R
54
Turn Old Blog
Posts into eBooks
@ A S H L E Y M A D H A T T E R
55. P O W E R
55
Think Mobile-First
With Your Content
@ A S H L E Y M A D H A T T E R
61. P O W E R
@ A S H L E Y M A D H A T T E R
G E T S L I D E S
ashley.ward@SEMrush.com
L I N K E D I N
Linkedin.com/in/ashleyward90
S E M r u s h D e m o
www.SEMrush.com
F O L L O W M E
Editor's Notes
When it comes to content, we’d ultimately like to create less, and promote more of the content that we already have. It’s that idea of quality versus quantity
But we get told by usesrs, how there’s soooo much content out there
And you in house marketers struggle with producing content for the not so sexy of industries
And then you agencies who are working with clients who have little to no advertising budget for their content
So making new content can be difficult, don’t you agree?
Let’s talk about how we can recycle the content that we already have.
First, the. Buffer experiment
So we all know who buffer is for the most part, correct? Buffer is an intuitive social media management platform trusted by brands, businesses, agencies, and individuals to help drive social media results.
And they decided to do a really cool content experiment that was ultimately simple and to the point.
The objective was to not create any new content for 4 consecutive weeks. Which some of you are slowly dieing in your seats just thinking about that idea. But they approached the experiment with three steps:
Dont publish any brand new content
Repurpose evergreen content into ebooks and slideshares
And update old blog posts with audio and graphics
So first, in order to get going with the experiment, Buffer needed to get an idea of what content they should reuse since they couldn’t create any new pieces of content for a month.
In order to figure this out they ran a content audit through all of their content to analyze performance metrics like what was the top performing content, what was the most shared, and what received the most backlinks.
From the audit, they picked their top ten pieces of content to experiment with. They then divided these 10 pieces of content to republish or update over the course of 4 weeks. Still not directly creating brand new pieces of content but recycling and republishing.
And then they waited. After they republished their content there was nothing left to do but wait for results to come in over the next 4 weeks
And then results came in
The first result, was what happened to the blog traffic. Ideally, you’d expect if you’re not releasing any new content over the course of a month, then traffic to your blog is naturally going to go down. There’s no real reason to be going to the blog because there’s nothing new to see.
So yes, it went down, but to somewhat of a surprise though, it didn’t go down that much. They saw a 4% decrease in sessions, but a 1.15% increase in new sessions
And their organic traffic went up over these four weeks
Their slideshare views also increased three new SlideShares uploads got 199,000 views
referral traffic from SlideShare from the prior month jumped from 50 visits to 90 visits
Increased overall SlideShare views by 380%
All in all it was a successful experiment. Buffer was able to prove that a content machine as big as them was able to go 4 weeks on vacation.. I mean go 4 weeks without producing any new content.
To be serious, this speaks measure to all of us though and goes to show how important reusing content is and how realistic it can be for brands.
Let’s talk about how we can recycle the content that we already have.
And if you want to create an effective strategy, you need to understand the difference between republishing content and recycling content.
Republishing content is Publishing the same piece of content but updating the info, images, or some of the content.
So if you have a blog post you’re updating the post then resharing it on social media, or in an email newsletter, and getting it’s distribution going again.
If you’re recycling content, then you’re Taking a content piece and reproducing the content into new forms of content.
So this is taking that blog post and now turning it into audio and making it a podcast
Or taking the same blog post and turning the content into an infographic, which is a new piece of content
As far as rules go with reusing content, you definitely don’t want to republish or recycling ALL of the content that you create.
Buffer chose wisely when they chose their 10 pieces of content to republish. They chose pieces that were popular or could be updated or changed into audio/infographic. They figured out which pieces were the most popular and would make for good new content opportunities by running their content audit.
You also want to wait 2 weeks to before you go and republish your content
Google needs time to index your piece of content before you go and make a change to - Give Google a second to appreciate your first round at the piece of content.
Don’t Change the URL if You’re Republishing - please.
Sure, you can update the title, the publish date, and the content, but don’t change the URL
If you change the URL then all of the backlinks and social links already pointing to that piece of content will be broken. If you absolutely have to change the URL, make sure and update the URL on all of your website’s pages that it’s listed on, on social media, and ask the sites that are giving you links to update the URL. basically, don’t do it.
First you need to figure out what your content goals are
For buffer, they have very specific goals they wanted to achieve.
Such as 500% increase in Quora views,
10,000 new ebook downloads
25,000 video views
Etc
Now they didn’t actually hit all of their goals, but they took the time to first define their goals before they even looked at what the content to audit was going to be.
We need to designate our content goals first, because certain types of content are going to help you achieve certain goals faster. For example, training courses are going to help ensure you meet your customer education goals. Whereas landing page content is going to help you gain new leads and conversions.
After you’ve defined what your primary and secondary goals are for your content, then you need to run a content audit to find your reusable gems
Another pro to auditing your content is all of the insights you’re going to gain. You’ll be able to have a better idea of what topics are working best for your audience, what kind of content works best whether it’s case studies, or blog posts.
Also see if a specific author is generating you more traffic than others, have an idea of what kind of distribution channels work best for different content types and how long a piece of content is published before it start generating results. Sometimes the best pieces of content don’t just hit the ground running with results. Sometimes it could be months or years before a great pieces of content generates traction.
You’re going to want to create a google excel spreadsheet, if you don’t have one already, I’ve created for you at bilty/contentauditexcel and you can grab that one.
Run an audit and measure metrics for all of your content going back through 2017
See which pieces were your most effective
And you’re also going to want to keep running this audit on your new content on a weekly basis so you can track your content overtime and see which pieces of content are performing the best, which ones aren’t performing at all, and which ones are going to be the best to reuse.
Which is why you need to create your gem list from your content audit - have an idea of what your best performing content pieces are and why
For buffer, they created their top ten list to spread out over a four week period. You may chose less or more, but for this example let’s go with buffer’s number 10 and you experiment with pulling 10 pieces of content from your audit to reuse.
now, here’s where you’re going to chose 5 to recycle and 5 to republish.
Buffer chose which posts to update based on listicles - those were posts they knew they could republish by updating the information and then other posts like a social media marketing plan that they could turn some of the existing content into a shareable infographic.
Based on your top ten gems, figure out which ones can simply be updated with new stats, or tools, or content and which ones can be completely transformed into audio recordings, compiled into ebooks, or even videos.
So you’ve run your audit, you’ve picked your 10 reusable gems, have 5 to recycle, and 5 to republish, now it’s time to play the fun waiting game. For buffer, they set their goals and put a timeline of 4 weeks. When you set your goals, you’re also going to want to slap on a timeline, but since we’re not all content kings and queens like buffer, you may want to set a longer time length or at the very least analyze your content audit to see what is the average length of time it takes for your content to start getting interaction and then base your timeline around that.
Now, you’re time is up and it’s time to actually measure the results
Here’s where buffer went back to their original goals and compared them to what actually happened. No, they didn’t reach every single goal, and didn’t add a smiley face to every opportunity, but they did accomplish some of their goals and learned a lot about their content along the way.
The biggest thing they learned was that the experiment was successful - they could go a month without producing any new content and just reusing their existing content without drastically losing users and followings.
So you need to measure your metrics
You need to define what your key metrics are for each content piece. And those metrics are going to differ based on the content types
For example, the key metric for blog posts is ____
Whereas the key metrics for podcasts are _______
Then ask the person in the front row what they were told and what metrics they were told
Ask a couple of people what their metrics were
Then ask the person in the front row what they were told and what metrics they were told
Ask a couple of people what their metrics were
Then ask the person in the front row what they were told and what metrics they were told
Ask a couple of people what their metrics were
Then ask the person in the front row what they were told and what metrics they were told
Ask a couple of people what their metrics were
Then ask the person in the front row what they were told and what metrics they were told
Ask a couple of people what their metrics were
Then ask the person in the front row what they were told and what metrics they were told
Ask a couple of people what their metrics were
Don’t Be Afraid to Edit/Update Old Content
Updating your old content isn’t going to tarnish the content. It can drastically improve it, and help your credibility. If you have a listicle article of top things to do in san diego that you wrote back in 2015, you’re going to want to update that article so your date in search results is more relevant and your content is more relevant as san diego changes drastically in 3 years. Content marketers who produce a lot of content using stats need to update those stats on a quarterly basis, at the very least every 6-months. If you’re facts, stats, and info is outdated, it makes your brand look outdated and lazy. No one likes lazy…. Even though most of us are closet lazy people.
Text is great. Most of us marketers like to write or like to pay people to write for us even more. Either which way we get it, we have a lot of text that we’re distributing in the cyber world. Let’s make our lives easier and turn these text into video, which can be video interviews, a video of you reciting the text and adding in fun and exciting transitions, or going live based on a topic that you already wrote about.
Then pull this audio from the video and have podcasts, or audio plays that you can add to the original text content.
Add videos. According to studies, video can drive up to 157% of organic traffic to your website from search engines. And, users spend more time on web pages containing a video.
Slideshares is another great way to get your content seen. Presentations are fun to make and if you don’t agree, that’s fine, go hire someone to transcribe your content into a presentation deck and upload it on slideshare.
But it doesn’t just stop there, be active on slideshare respond to any engagement and also like and follow similar brands and people uploading similar topics
A really fun and easy thing to do is to turn your old blog posts into ebooks. It’s content you’ve already written, but you just organize it, add a table of contents, extra graphics, and make it downloadable. You now have another conversion incentive and additional content that you can give away for free or charge for.