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How to Prolong Your Content'sLifespan by ImprovingDiscoverability

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APRIL 2, 2015 BRAVEEN KUMAR

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Content is more than words or design or something you “have to do” to remain

relevant or fill your content calendar.

Each piece you create is an asset—whether it’s short-term topical content or

long-term premium eBooks. Yet content performance in the long run,

regardless of quality or even purpose, is tied to a question content

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marketers literally can't afford to overlook:

Is it easy for visitors to find content on your blog?

The harsh reality is that 60 to 70 percent of B2B content that organizations

create simply gathers dust instead of being consumed by visitors and would-be

buyers. While this could in part be a distribution issue, content visibility across

your blog or resource center directly influences your ability to connect

visitors with the content they want.

Whether the goal of your content is to reach a large audience or reveal

purchase intent at the bottom of the funnel, it does you no good if visitors can't

find your content.

Your most recent content might be immediately apparent on your blog and

attract plenty of clicks, but what about that viral infographic from a year ago?

How do you ensure your best content doesn't lose out to your most recent

content?

Well, luckily there are several ways you can increase the visibility of your

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content and extend its lifespan.

Organize your content into a meaningful menu forbuyers

How you sort your content is a question you answer after you've figured out

who you're sorting it for.

Organizing by "Type of Content" (eBooks, blog posts, infographics. etc.) is only

a shade better than sorting your content alphabetically. It lacks significant

meaning and expresses no real intention.

Visitors may have formats they prefer (I'm more of a blog post guy) and this

may help YOU find your content, but you're not creating content for yourself.

A menu based on specific interests, verticals, and your buyer personas'

needs is better at accommodating a meaningful visitor journey.

Check out how Booker, a service management software solution and one of

our customers, immediately caters to two niches: Salons & Spas and Fitness.

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There's also a broader Business Insights section for buyers who might fall

outside of those niches, along with Product and Resources for visitors with a

developed interest in their platform. Structure your menu in a way that's

meaningful for your would-be buyers.

Enable Search to give visitors control over contentdiscovery

Not all who visit your blog are lost. Some enter knowing exactly what kind of

information they want to find.

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Search bars should accommodate specific search intent.

Remember basic SEO: Be mindful about including keywords in your blog post

titles that accommodate searcher intent to make sure the right content floats

to the top of your blog-wide search results.

For example, if I visit CMI's site and want to learn about B2B content

marketing specifically (which isn't explicitly covered in their menu structure), I

can find something that interests me in seconds.

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Recommend related content at the content-level

Your entire content experience should be interconnected. Otherwise, your

content serves as a dead-end instead of a short stop on a longer journey.

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Instead of offering a one-and-done experience or overwhelming your visitors

with the paradox of choice, give them options that are easy to choose from.

Think channel-surfing on cable TV versus binge-watching on Netflix where

recommendations are relevant, easy-to-use and there's direction for further

consumption.

There are plenty of ways you can achieve the "Netflix effect" with your

content.

Content Recommendation Platforms: While displaying a stream of recent

content at the bottom or to the side of a post is a step in the right direction,

the best experiences offer contextual suggestions. Platforms like

BrightInfo can help you surface related content that aligns with the context.

Internal Linking: While you should be engaged in internal linking for SEO,

you can hyperlink meaningful keyword phrases to direct visitors to older

pieces of content when they land on your fresher ones.

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Relevant Call-to-Actions: CTAs can take the form of action-oriented text set

apart from the body of your content, ad-style images that link to eBooks and

webinars, or (like we have with the Uberflip platform) contextually placed

forms or buttons beside your content to link to landing pages or premium

content.

Don't play "Content Hide & Seek" with youraudience

As marketers invested in content, we spend time and effort developing content

assets for different purposes.

But in order for your content to bring in results long after it stops being "fresh",

you need to start associating visibility with longevity.

Content discoverability could mean the difference between a pile of content

that confuses your audience and an experience they can get lost in—in a good

way.

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Organize your content to help your sales team close more deals.Learn how to build a content library for sales enablement in ourfree webinar.

About the Author

As a Content Marketing Specialist, Braveen develops content to

engage and educate Uberflip's audience of passionate marketers. He's

also an editor, creative writer, occasional copywriter, and word nerd.

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