Comment trouver l’équilibre entre le contenu historique et le contenu actuel dans le marketing numérique ?

Before diving into the content creation frenzy, take stock of what's already in your library. 📚 Run a content audit to evaluate performance based on metrics like traffic, engagement, conversions, SEO, and goal alignment.

Begin with content that stays relevant over time. This forms a strong foundation for your digital presence. Keep an eye on how your existing content is doing. Ensure your older content aligns with current SEO strategies. Optimize keywords and meta tags for better visibility in search results. Create a content calendar that includes both old and new topics. This balance ensures a steady flow of relevant information. Blend your historical content into stories about your brand's journey. This builds authenticity and strengthens your connection with your audience. Encourage your audience to contribute content. This not only brings in fresh perspectives but also builds a community around your brand.

Maintain a relevant content calendar. Update evergreen content regularly. Repurpose historical content for current trends. Conduct periodic content audits. Ensure a consistent brand voice across eras. Blend timeless value with timely updates for a balanced digital presence.

Auditing your content is like a wardrobe spring clean – unearthing hidden gems, tossing outdated trends, and making space for fresh arrivals. By balancing historical content with current needs, we ensure our message resonates. SEO-rich evergreen pieces stay relevant, while injecting trendy topics keeps us buzzing. Think of it as a content cocktail – shaken, not stirred, with a twist of timeliness! So, audit away, and watch your digital presence shine anew.

By understanding your content's performance and potential, you create a targeted, data-driven content strategy that delivers measurable results. Remember, your best content might already be in your archives.

Several crucial decisions must be made and finalized when formulating an update strategy to retain page authority. Additionally, it is essential to determine how to handle any blank/404 pages when redirection is not possible (branding issues etc). These decisions include: a) Redirection (301 vs 302) policy when new URLs are created to replace the old ones. b) Establishing a canonicalization strategy for any existing or new duplicates that may arise. c) Implementing a reach-out strategy to update external links with replacement links wherever old pages are slated for removal

A thoughtful content strategy includes both evergreen, historical pieces as well as timely, relevant content tied to current events. Linking historical background to emerging topics allows you to provide value and perspective while also optimizing content for search. Regularly assess search trends and user interests to guide an effective mix.

Maintain a balance by regularly updating evergreen content with current information. Conduct periodic content audits to identify outdated materials. Create a content calendar that integrates historical topics with current trends. Leverage historical content for repurposing and promoting evergreen value. Strive for a mix that reflects both timelessness and relevance to current audience interests.

Audit Your Existing Content: Example: A tech blog conducts an audit and categorizes its articles into outdated tech reviews, evergreen how-to guides, and current tech news. This helps them identify which old posts need updating and what kind of new content to focus on.

This is a crucial step for every brand that publishes more than 15 content pieces per month. Conducting a proper content audit at least once a month is essential for understanding what resonates with your audience and extracting key information, such as the most effective language, colors, fonts, and calls to action.

What I have seen that works great for some YouTube content creators is to update their most successful videos from the previous year with the current one. For instance, “Top 3 digital marketing tips in 2023 to build an audience” gets transformed into “Top 3 digital marketing tips in 2024 to build an audience”.

Updation of historical content is of utmost importance e.g your content might have been best in 2022 but with new tools/technology, it might not have the same edge as before hence it will require updation to meet new requirements.

Updating historical content is like giving an old house a modern makeover. It means refreshing old blog posts or articles with new information, recent stats, or current trends. This keeps the content fresh and relevant, drawing in more readers and keeping our message aligned with the present.

Update Your Historical Content: Example: An e-commerce site selling smartphones updates its older product comparison articles to reflect the latest models and market changes, ensuring the content remains relevant and useful for current readers.

This is a great tip for teams that struggle with consistent content creation. Old blogs, social posts, etc. can be recycled, but they need to be updated first! It's a great idea to audit your successful content and update it with current stats, legislation, trends, and more. As long as your content is still providing value for your audience, it's not irrelevant.

An effective approach involves leveraging tools like SpyFu. For instance, if you run a blog, identify your previously high-ranking articles that are now losing their SERP positions. Next, tap into what your competitors are doing and discussion forums such as Reddit, Quora, and Ask the Public to explore trending ideas within your niche. Update your existing content based on these insights. This strategy ensures your blog remains current, capitalizing on exponential traffic growth through an expanded volume of relevant content.

The foremost priority for search engines is to maintain relevance and accuracy in content. Regularly make necessary updates to keep the content current. The faster you update, the more audience you can attract, enhancing credibility. Utilize tools like Optimize for easy content editing. Subscribe to live news, market trends, and updates to stay informed about fresh information, enabling you to take necessary actions promptly.

Updating historical content can also be a great way of summarising the activities of a channel giving a bird's eye view to the audience, easily displaying the niche and specialities of the channel packaged into something special. Youtube does this in the form of yearly recaps which drives nostalgia and also update the audience with content they might have missed.

Revamping historical content is a goldmine for boosting visibility and credibility. Refreshing with fresh data, keywords, visuals, and optimized CTAs revitalizes its potential to rank and drive traffic. Leverage tools like the ones mentioned here and your audit findings to identify valuable existing content. Prioritize updates based on performance metrics to enhance user experience, establish authority, and stay relevant in your niche. It's not just about new content; reimagining the old can yield remarkable results!

Search engines praise content that is updated. By revamping content that has done well in the past you can enhance its discoverability and reach a larger audience. 1. Analyse your content: Use tools like GSC, or SEMrush and filter content based on KPIs. 2. Identify evergreen topics: These are subjects that remain relevant over time. 3. Conduct Keyword Research: Identify trending and high-volume keywords related to your historical content. 4. Optimize Meta Tags and Descriptions: Include updated keywords on meta titles, descriptions, and header tags. 5. Update insights: integrate the latest insights, statistics, and industry trends. 6. Internal linking: Look for other content in your website that can be linked to your historical piece.

Evergreen content is the cornerstone of a sustainable digital strategy. Unlike trendy topics that may generate a spike in traffic for a short period, evergreen content maintains its relevance, attracting steady, organic traffic over the long term. Consistent Traffic: Evergreen content serves as a perpetual traffic magnet, continually drawing in new visitors and retaining the interest of your existing audience. SEO Benefits: Search engines prioritize content that provides lasting value. Evergreen pieces tend to be comprehensive and timeless, earning them higher search engine rankings. Establishing Authority: By creating content that stands the test of time, you position yourself as an authority in your niche. Maximizing Resources

Evergreen content extends to enduring content pillars like brand vision, mission statements, and foundational product resources. These are insights that tend to transcend industry shifts, attracting and retaining organic traffic while nurturing trust and loyalty. They also help you build brand awareness and loyalty, which is great.

Create Evergreen Content: Example: A health and wellness website focuses on creating articles like “10 Tips for a Healthy Lifestyle” that remain relevant over time, requiring minimal updates and continuously driving traffic.

Creating evergreen content is like planting a tree that stays green all year. It's about making content that stays useful and interesting over time, like helpful guides or tips. This kind of content keeps attracting people to our site, long after it's published, giving us lasting value.

When crafting content, strive to comprehensively address reader questions while aligning with the content's purpose. Combine this approach with effective SEO practices to enhance the longevity of your content. Yet, it's essential to acknowledge that achieving evergreen status is challenging. In our dynamic tech-driven world, most subjects necessitate updates every 6 months to a year. Even if there aren't major changes, there will be new content popping up on the same topic. So, it's a good idea to make small updates to your content regularly to stay relevant.

Evergreen content, content with no expiration date, is a golden nugget for your company's organic positioning. But to create it, you need to pay attention to details, so you don't end up "dating" it. - Think of themes that will always have an update, difficult to fall into disuse; - To talk about the trending novelty, use topics such as "pros and cons", "impacts and what changes it brings to the market" - Replace adverbs of time with a contextualization, e.g. replacing "today" with "currently" - Name problems and solutions to the novelty. This content opens up space to create content authority and still work on backlinks. Strengthening your SEO and positioning in search engines like Google

I always love to create evergreen content because it gives me the feeling that I am creating something worthwhile that will be there for a long time. For example... How to take care of your skin in the winter 5 simple tips to tame a stray cat Like this....

In my experience, the best way to follow the trends is to check up on news in your industry. For instance, follow and subscribe to many digital marketing news outlets and newsletters. Weekly, check out national news outlets. Furthermore, stay up to date with viral memes and topics so that you can reflect on them in your own content. Make sure to always incorporate such trendy concepts immediately after it happens so you can jump on the trend wave.

Incorporate Timely Content: Example: A financial services company writes articles about the latest tax laws or financial trends, providing current, valuable information to their audience and showcasing their expertise in the field.

Incorporating timely content in digital marketing is like adding fresh news to a daily newspaper. It's about staying current and relevant. By including the latest trends, news, or seasonal topics, we connect with what's happening now, making our content more engaging and relatable for our audience.

Use Google trends to find trending topics and select appropriate category to view the results. It can also help in determining geographical locations for particular term in demand. This will help in formulating strategy for Facebook / Google ads.

Strategically analyze and optimize your content mix. Historical content, like evergreen articles, provides lasting value, continuing to attract and engage audiences over time. Current content, on the other hand, addresses recent trends and developments, keeping your brand relevant. Begin by assessing your target audience's preferences and needs. Understand which historical content retains value and which topics require timely updates. Use analytics tools to track the performance of both types. If historical content still drives traffic, consider refreshing it with relevant information or repurposing it for new platforms. Optimize your content mix by creating a schedule that integrates both historical and current pieces.

Analyze and Optimize Your Content Mix: Example: A digital marketing agency uses analytics tools to track the performance of different types of content. They notice that their how-to guides drive steady traffic over time, while their industry news articles get quick, short-term spikes in traffic.

Start by analyzing your existing content performance. Look at what worked well in the past and what's resonating with your audience now. Optimize older content by updating it with fresh information, current trends, and relevant keywords. This way, you maintain the value of your historical content while ensuring it remains pertinent and engaging for your audience today.

Analyzing and optimizing your content mix is like being a chef who tastes and tweaks recipes for the perfect meal. It's about regularly checking what types of content - old or new - your audience enjoys most and then adjusting your strategy to serve more of what they love, ensuring each piece is effective and engaging.

If your competitor has a great content in an article, improve it and create infographic for that. Use ahref to find the backlinks for that particular article. Once your infographic is ready then send an email to all the backlinking website so that they can also link to your website.

Learning from competitors is like being a smart student who observes others to improve. It's not about copying, but understanding what they do well or not. We see their strategies, adapt the good parts, avoid their mistakes, and innovate to stay ahead. It's a clever way to grow smarter in marketing.

Analyze how your competitors leverage content partners, including in the affiliate marketing channel. Consider their mix, language strategies, commission structures, posting frequency, and support provided, such as sending products for product review creation. Another trending topic to examine is how competitors use forums, review spaces, and user-generated content (UGC) to discuss their products and brand.

Being a marketer is a bit like being a researcher. Not everything will make a big impact, and that's okay, especially in content creation – not every piece can go viral. To keep creating effective content, research and read relevant material every day and question things, including what your competitors are doing. Don't just limit your learning to your team. Watch your competitors over time and see what results they get. After observing for a while, you can start making educated guesses about their approach, helping you compete for customers more effectively.

Back in the summer of '69, and now the times are changin', look at everything that's come and gone, those were the best days of my life! Use nostalgia to connect with your audience and showcase your brand's evolution. Nostalgia is a powerful emotion. Use it to your advantage by tapping into your brand's history and connecting with your audience on an emotional level. And, highlight how your brand has evolved over time and use that to your advantage. This can help to build trust with your audience and showcase your brand's longevity.

SEO and Keywords Trends: Keep an eye on changing SEO trends and keyword popularity. For example, a travel blog might find that "sustainable travel" is a rising trend and focus on creating content around it.

The key is to find a synergy between your past and present. Leverage your historical roots to build trust and brand identity, while staying relevant and engaging with fresh, current content. By striking this balance, you can attract a wider audience and establish a strong online presence in the ever-evolving digital landscape.

Rather than drowning in the sea of historical content, embrace its timeless gems. Don't just archive; repurpose. That blog post from two years ago? Transform it into engaging video content. Old campaigns? Extract the core message and infuse it into current narratives. It's not about hoarding; it's about crafting a narrative that transcends time. Blend historical wisdom with contemporary flair, creating a cohesive brand story. Reimagining the past isn't dwelling; it's evolving. Strive not for a museum of content but a dynamic, living library, where each piece contributes to the ongoing symphony of your brand.

Don't rush through things; take your time to grasp the balance between historical and current content. Ensure to remove outdated information and replace it with current trends, incorporating creative writing and engaging visuals.

You can also consider changing the format of a content that performed well. For example, a well ranked article can become a reel on your instagram. Or the theme of a video can become a blog post, and so on

Repurposing and recycling your existing content can be powerful and efficient ways to gain more impact/results from your content.

Balancing historical and current data in digital marketing by these steps: *syrategic alignment, *trend analysis, *performance benchmarking, *adaptability, *evolution assessment, *consistency check, *customer journey insights, It ensures a comprehensive and informed digital marketing stretagy.