Want to learn how a new strategy boosted organic traffic by over 250%, lead to floods of visitors from the load of social sites?
What if I told you, that it didn’t require publishing new content?
You see, if you’ve been a blogger for some time (or even a beginner with a growing library of posts) by cleverly relaunching your content into your feed, the chance of fresh readers increases the potential 10 fold.
This can be done in 3 easy steps. In fact, let the folks over at backlinko tell you their case-study that helped double the organic traffic to these posts.
1. Identify your weak content
2. Update & Improve said content
3. Republish It
Step #1: Identify Under-Performing Content On Your Site
Your first step is to find a piece of content to re-publish.
- Pages That Rank #7-#15
But first, you’ll need to find these pages.
To do that, head over to the Google Search Console and click on “Search Analytics”.
Then, click on “Impressions” and “Position”:
Finally, glance over the results. Keep an eye out for pages that get lots of impressions…but rank between #7-#15.
These are pages that could get a significant boost from The Content Relaunch.
- Pages Where Organic Traffic Dropped Off
If you see a page’s organic traffic sliding…
…The Content Relaunch can get it back on track.
- Content That Under-Performed
We’ve all been there…
You put your heart and soul into a piece of content.
But when you launch it?
Sometimes this is simply a case of bad luck (or timing).
In fact, that’s exactly what happened to me when I first launched this post in 2014:
It did OK…but way below my expectations.
And when I used The Content Relaunch on that post two years later, traffic to that page shot through the roof:
Step #2: Make Your Content 2x Better (And More Up-To-Date)
Here’s exactly how I made my content (at least) 2x better:
- Updated Images and Screenshots
So I updated the old screenshots with new ones:
- Improved The Post’s Structure
My old post had an unnecessary section at the top called, “Wait…What’s The Skyscraper Technique?”.
I decided to scrap that section and jump right into the results instead:
- Added a New Case Study
This was a big one.
I realized that my content was solid, but it had one gaping hole:
The case study featured someone that ran an SEO blog.
Which led to comments like this:
I’ve personally seen The Skycraper Technique work in dozens of different industries.
But I needed to prove it.
So I added a new case study from someone in a boring niche (workplace wellness).
- I Addressed Common Reader Questions
Whenever I publish a post about SEO, I inevitably get the “what’s the ROI?” question.
And it’s a good question.
So I added a section to my post that outlined Emil’s ROI:
- Did More Storytelling
My original post had almost ZERO storytelling.
That’s OK for a list post…
…but NOT for a case study.
After all, the story is the most compelling part of any case study.
So I added a backstory to explain WHY Emil needed to get more traffic.
Step #3: Time to Relaunch!
Now that my post was 2x better, it was time to share it with the world.
Here’s exactly what I did:
- First, I let bloggers know that I had a new case study coming out.
If you’re reading this you already know that you need to promote the heck out of your content.
And the best way to do that?
Targeted email outreach.
For this post I looked for people interested in The Skyscraper Technique.
How? I Googled “The Skyscraper Technique”.
(Pretty clever, right 😉 )
And when I found someone that wrote about The Skyscraper Technique…
…I sent them a friendly email:
Because my email was ridiculously targeted, most people were happy to share my post when it came out:
- Second, I changed the “published” date in WordPress.
This is important.
When you change the post’s “published” date, your post appears at the top of your blog feed.
To change the date, just head over to that post and click the “edit” link under the post’s date:
Then change the date to today…
…and hit “update”.
Like magic, your post will appear at the very top of your blog feed:
3. Next, I shared the post on Twitter.
Here it is:
As you can see, nothing fancy.
That said, you may have noticed that I emphasized the new case study.
And I recommend you do the same thing for your Content Relaunch.
In other words:
When you promote your relaunched post, put your content’s new features front and center.
- Finally, I sent the Backlinko community an email.
This is HUGE.
If you want more people to read your content, you need to build your email list.
(And then let your subscribers know about your new stuff).
Case in point:
My Tweet above got a grand total of 111 clicks:
And my newsletter email?
(To be fair, I have twice as many email subscribers than Twitter followers. But you get the idea).
And when it was all said and done, my page got a 260% lift in organic traffic thanks to The Content Relaunch:
Not too shabby 🙂
Now those are some results to be incredibly satisfied with. 260% increase in traffic from reworking old posts is fantastic! If you want to learn more or get more details on this case study, check out the full article over a backlinko here –> backlinko/content-relaunch
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