How to Build a Content Time Bomb
When we write for company blogs, we tend to focus on timely information that's meant to be read sooner rather than later. But Rohit Bhargava suggests the creation of "content time bombs" that linger in your archive, just waiting for someone to find them and set them off.
"Content Time Bombs are pieces of content that are written to remain online until someone needs to know about that specific topic," explains Bhargava, "and then they 'explode' as those people find them (usually through search engines). They are the social media equivalent of land mines, but in a good way."
Digging into his own archive, he discovered content time bombs with titles like these:
- What All PR People Should Know About Journalists
- The Rise of Gaming in Health Care
- 5 Things Customer Care Teams Wish Marketers Did Differently
Those subjects will most likely be discovered—and explored—when someone googles relevant search terms. And here's how to optimize such content:
- Make frequent use of keywords. "This is a basic search marketing technique," he says, "but also helps from a reader's point of view to reinforce that what they are reading is truly giving them the information they were seeking."
- Target specific audiences and needs. Though much of the advice Bhargava gives can be applied to various industries and pain points, he often speaks to niche markets that will use his keywords in their Google searches.
- Allow them to remain dormant until they're needed. "By writing your posts in a format that is likely to be found," he adds, "you can bring more incremental traffic to your blog by driving people to content you have already written rather than just to your latest post."
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