wikipedia posts

Content Engine 2.0

Posted by on in Case Studies, SEO

As a start-up business owner, you probably just realising the importance of content and feeling the relentless, time-consuming act of producing massive amounts of content to stay competitive in Google search. Like a bonfire, you feel like you’re obligated to produce content to prevent your business from burning out..but this is not the case. What if I told you that you can have better results by just optimising your current content, simply by following how the biggest free online encyclopedia publishes content….do you know what it is?

Wikipedia! Of course! Have you ever noticed how Wikipedia’s articles are always at the top of nearly every search term known to man? The same model of posting articles has the potential to keep your content relevant and search-worthy on Google for even longer. We’ve sat down and deconstructed it for you…so here are 3 different types of posts that follow Wikipedia’s model of creating a content engine that works!

1. ‘The Serial’ Posts

Publishing posts in multiple instalments can give your content legs, for example, if you broke your article into 3 parts that work as standalone pieces of content can increase the longevity of your content, you could even categorise each post from beginner to advance, so that you can give your audience the time required to gain insight with the information already provided, in bite-sized chunks. The relevancy of the article goes up the more you know, the only caveat is that when you go about posting and producing content in 3 parts, it is mandatory that you use the exact same URL. Remember to update the publishing date on the article for Google to acknowledge that the content has been updated with new content. These Serial Posts work very well with social as you can make sure that a particular post has 3 or more parts to it and promote them individually on social. This small and relatively simple change to the structure and architect of your content can do wonders, and of course is one of the ways the wiki operates, every page is an anchor, and is continuously updated by the public, how cool is that!

2. ‘Now With More’ Posts

Have you considered including more than just text and images in the posts you’ve already created? Repurposing and adding more “rich media” assets to live articles can effectively energise older posts on your website, not to mention generate new traffic. Be sure to include more images, infographics, Call To Actions (CTA) and video in your posts, take out what’s not valid anymore in older posts, doing this can help the relevancy of your posts and increase your current Google rankings, as Google hates dead pages. Here are a few examples on how you can use ‘now with more’ posts:

‘Social Proof’ your content when you send by email – “this x resource has helped y customers!”
“Now with more ‘stuff’ – make sure you shout out how much more cool stuff is in your new post.
Boost your repurposed post by social – it’s always a good idea to boost or promote content via social media, allowing it grow over time.

3. The ‘Perennial’ Posts

These posts can be updated periodically and in the form of seasonal content, prediction posts, ‘best-ofs’ posts etc. You will want to remind your audience why you decided to redo a particular post to include more content. You could also keep your old content, but create new editions of that content, which allows your audience to follow-up on the new changes at a later period.

So Why do these posts work?

There are 2.7 million blogs published each day, so you can imagine Google has a lot to deal with in regards to ranking your site among your competitors. It’s not the question of how much do you need to start ranking, but in fact, it is the content you already created that matters. Google has now started to reward businesses that tend to their content! Here is why serial, ‘now with more’ and perennial posts will work:

Don’t change the URL – This is another of Wikipedia tricks, by re-energising articles using the same URL and adding/removing irrelevant content in these posts will keep your post from falling off from it’s current position, so keeping the same URL and changing content will only increase your rankings. Don’t forget to update your publish dates on your posts.

Optimise posts with a particular keyword in mind – Every post or blog entry should have a clear objective. Keywords have taken a bit of a backburner these days, it’s all about building content and it always has been! Tending to previous posts by adding more rich media, and making sure not to spread content to other posts with the same topic, will allow Google to index your site better.

Throw some “social” on it – I may cost you to send paid traffic to your posts, but do it, do it now! Trust us, by nurturing your audience, they are more likely to buy your product or service. You can be very clever with it by ‘pixeling’ and ‘retargeting’ your cold traffic audience sent from Facebook with Ads at a later stage of your funnel…if you have no idea what I just said, then keep your eye our posts, which will go into the intricacies of Facebook Advertising.

So there you have it…be more like Wikipedia! We hope that the above helps with your Social & Content Marketing , if you still require help, not to worry… email us at and we can provide you with some of the most effective marketing strategies around. (Featured Image by

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