That’s the reason why most of the organizations today, whether big or small, are under tremendous pressure to create more and more content than ever before. Instead of maximizing each content effort, marketers and businesses focus more on one-off content efforts catering to their current needs rather than looking for a long-term content ROI. Being stuck on a non-stop content generation treadmill, organizations tend to lose the wisdom, time, and resources to focus on existing content, which can be put to better use by re-purposing.
The flip side of all this labor that we don’t recognize is – generation of copious amounts of ORPHAN CONTENT!
So what is Orphan Content?
To put it into simple words, any piece of content left unused and unnoticed after its initial publication and promotion (may or may not) is known as Orphan content. Here are few characteristics of orphan content:
- Like an orphan, your orphan content doesn’t have any internal or external links that can support it in the time of need
- Like an orphan, your content doesn’t get any regular updates, making people forget its existence
- Like an orphan, your orphan content isn’t invited to any social gatherings! Being not promoted or curated through social media, it soon becomes out of sight and out of mind
7 Tips to Get Rid of Orphan Content and Expand Your Content’s lifespan
All marketers, writers, and business owners will unanimously agree that reusing and repurposing an old content is far easier than generating an equally appealing fresh piece of content. If you believe that you had written a wonderful piece of content which worked wonders when it was first published, it’s time to ensure that it doesn’t become orphan, and is reused to increase its longevity and further generate ROI.
- Reschedule social media and newsletter promotions for any content you publish. Also, add it to your content promotion calendar to republish the link after few weeks so that the audience don’t forget about it. In case of email newsletters, suppress recipients who already opened it.
- Conduct regular content audit and update your content at regular intervals by adding most recent and relevant information.
- Use diverse media channels and platforms to infuse new life into the Orphan content. Republish your existing content by turning it into an infographic, PPT, Slideshare, image, video, etc. to generate eyeballs.
- Republish your blog post / content for appropriate audience at regular intervals. If you publish loads of content on a daily basis and your website has recently witnessed an upswing in online traffic, it’s the right time to republish your orphan content, so that new visitors who haven’t seen the old stuff can see it afresh. Also, it will be a great refresher for the existing clients.
- Hire a content curator who knows how to promote existing content, and different ways in which it can be done. Additionally, the person should have sound understanding of the market, audience type and their requirements, and content positioning.
- Repackage, curate, re-envision your existing content to transform it into something new by adding new text, process diagrams, workflow, statistics, charts, video, audio, and images, etc.
- Translate your existing orphan content to different global languages to expand its reach
Like children, your content also needs constant care and support to ensure that it exceeds expectations and brings in its true ROI. Try these 7 tips to give a new life to your orphan content and extend its lifespan.
Live and love,