Building on Existing Content
According to the website Backlinko.com, updating and republishing old content with new content and images can increase organic website traffic by as much as 111%.

While building new content keeps the audience interested and your website updated for visibility, content development can be a time consuming effort. Ideas, research, writing, reviewing, and deploying content across your online ecosystem takes time, and time away from running your business.

While time is an issue, gaining visibility and keeping your business in front of your audience is essential to being on their minds, and doing nothing lessens exposure, and gives your competitors an edge.

Building on and adding-to existing content are parts of an approach that enables you to focus on subject matter that is unique, important to your audience, and can position you as an expert on issues essential to your client's business. The content subject matter can include industry trends, issues important within clients' industry, and most-importantly content that addresses your clients pain points. Developing this content positions you as the provider who understands and solves needs essential to your target audience, while also reducing time spent on ideas, research, and double checking facts.

Building on the existing subject matter with additional info that adds-to or strengthens the subject matter within your developed content can include new articles, case studies, and white papers with corresponding content on Facebook, your blog, Medium, Google, and other platforms, using Twitter, Instagram and Pinterest to share the content, with a comprehensive content and linking structure that ensures the content is strengthening your online presence.

Essential in the process is having the structure of the online platforms optimized to drive traffic from the platforms to your website, with the corresponding content structured on those platforms that add-to and strengthen the information and build the next steps, using calls-to-actions that navigate the reader to a desired action, and a roadmap to onboard potential clients.

The content subject matter can also be part of a campaign or the campaign itself, developed for landing pages to drive traffic to your site or to introduce an offering. Developing and introducing relevant content to highlight the value your business provides is an approach that showcases the solutions you provide to the needs of your audience, to strengthen your value and develop the conversation between the potential client and your business. The consistent new content within your online ecosystem continually builds visibility and strengthens online presence.

For time constraints, updating the info on the original article and corresponding website pages keeps the website updated for search engine reasons, using a comprehensive content and linking structure that ensures the content is strengthening your online presence.

And lastly, because the content will be on multiple platforms, the developed creative can range from the usage of stock photos, or new and relevant creative within brand and developed business image. Whether you use stock photos, infographics, a specific color or bold graphics, ensuring the feel is consistent is essential to your audience knowing “it's you”.

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