5 Keys to Increasing Your Content’s Lifetime Value: Insider Exclusive

5 Keys to Increasing Your Content’s Lifetime Value: Insider Exclusive

 By: Zac Johnson

As someone who has been in the marketing industry for 20 years and a blogger for more than a decade, I know the importance of creating content that produces the highest impact on your bottom line. With more than a billion sites on the internet today, it’s not about creating as much content as you can. Instead, it’s about creating the best content possible, while promoting and making sure it gets in front of the right audiences.

Below are five tools that can keep the life of your content going for several weeks, months, and maybe even years. Start using them for your content creation and marketing, and you will start to see increased ROI across the board.

Sticky Posts and Sidebars
With nearly every brand and business having a blog of its own, it’s important to make sure your best content is seen by all site visitors. However, with your latest posts always getting first placement and pushing down older ones, this never seems to happen. A great way to make sure your latest and greatest content is getting seen is to use the “sticky” option within WordPress to keep it right at the top of your page. At the same time, don’t forget to add a “Top Articles” section in your sidebar. This way, it will be easy for your audience members (new and old) to locate your best content and resources.

Social Scheduling
At any given moment, there are hundreds of millions of users on social media. With so many people in one location, it would be a huge mistake not to be using social media to your advantage. One way to improve your social media efforts is to set up a schedule of content that is set to go live every 30 to 60 minutes, even when you aren’t online. Using solutions like MeetEdgar and HootSuite, you can add categories, time schedules, and track the progress of your social updates. This is a great way to keep the audiences familiar with both your latest content and great articles you’ve previously published.

Text is great, but if you really want to bring your content to life, few methods work better than infographics. At the same time, they are also quite affordable and easy to create on your own through the use of tools like Piktochart. When it comes time to promote your infographics, you have many different avenues to choose from, such as posting them on your own site, sharing on social media, and even submitting them to top infographic directories.

Speaking of bringing your content to life, podcasting is ushering in a whole new wave of technology and engagement for audiences around the world. With more people using mobile devices and surfing the internet away from their desktop, podcasts have emerged as a rapidly growing industry. An excellent way to extend the life of your content is to create a podcast based around your blog and making the content available in audio form. This would be great for anyone who wants to read your latest content but doesn’t actually have time to sit down at the computer.

SEO and Long-tail Keywords
The only thing better than having a great article go live on your site is having it go live and then rank at the top of Google for relevant keywords. While it’s rare to click the “submit” button and see an article quickly rank on Google, with some work it’s certainly achievable. When trying to accomplish this, always keep long-tail keywords in mind, which are longer, more specific search terms. Not only are they easier to rank for, but they are also more targeted—which means people are more likely to take action if they are typing in a specific phrase within Google.

If you are writing content simply to have something to publish, then you are doing it wrong. At the same time, publishing content isn’t a one-time thing. You need to actively promote it after it goes live on the site. If the lifetime value of a new article on your site is only a couple of days, you need to rethink your strategy and start implementing a few of the recommended tips above to extend its overall worth.

BusinessCollective is a virtual mentorship program powered by North America’s most ambitious young thought leaders, entrepreneurs, executives, and small business owners.

 Zac Johnson is the creator of Blogging.org and has 20 years of experience in the online marketing and business space.

About the American Bus Association

The American Bus Association (ABA) is the trade organization of the intercity bus industry, with more than 1,000 motorcoach and tour company members in the United States and Canada. Its members operate charter, tour, regular route, airport express, special operations and contract services. Another 2,800 members are travel and tourism organizations and suppliers of bus products and services who work in partnership with the North American motorcoach industry.


Melanie Hinton, Vice President, Communications & Marketing, ABA
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