Over the past few weeks, I have witnessed something quite interesting. Older content still gets very good results. Articles that I wrote 3 to 5 years ago are getting some serious traction. Just today, I saw 10 page views on my older site, Marketingdirectorblog.com. I have written only a handful of articles on this site since the Fall of 2015, but I kept it open because of all the articles I wrote on this site over the past 5 years. The same can be said about the blog.midwestlabs.com site. All of this information can be found in Google Analytics.
I looked back and tried to find some common themes between these different articles. Here are some of the themes I found.
- Articles that have a “month” mentioned in their title were well received. Most of these articles were written about seasonal events or processes like starting a garden or July Lawn Tips.
- The articles really answered questions that people often ask. The takeaway here is I need to write more articles from a question/answer standpoint or better yet from a conversational approach.
- Results oriented articles are often more interesting than typical sharing of facts and information
- Typically, the people who land on these older pages are the people who will buy your product or service. – Very strong correlation
My takeaway is that I need to look at the themes of these articles and write more content on these themes. The good news here is that people are really hungry for good, quality articles that provide value. Today, most of the information contained in articles is purely curated from other articles.
Still not convinced. Type in your full name and your city location and other additional information to separate yourself from others with the same name. Notice how many results with your name are 2-5 years old or older. The fact of the matter is that information is being created everyday and we must continue to remember that the shelf life of information is still relevant today, especially on those subjects that people are interested in.
If you write with a purpose people will be able to find you not only this year but going forward. Too often we hear that content marketing is not relevant and we should move over to social platforms because no one is going to our site. Many people have taken this route. I know I really cut back in the number of articles I produce, but the key for me is that I never stopped and I don’;t plan on stopping anytime soon. It is too critical to keep producing content that matters.
Are you seeing results from your content written over the past five years? My advice to you, is don’t stop. Keep your content alive and be patient. Your results may not occur right away, but you may see results somewhere in the next 1-3 years. I know I’ve seen results in this area and I have a renewed momentum for writing again.