{"id":300,"date":"2023-03-14T16:20:56","date_gmt":"2023-03-14T16:20:56","guid":{"rendered":"https:\/\/www.bursucretleri.com\/blog\/?p=300"},"modified":"2023-03-22T18:23:07","modified_gmt":"2023-03-22T18:23:07","slug":"the-forgotten-value-of-archival-content","status":"publish","type":"post","link":"https:\/\/www.bursucretleri.com\/blog\/the-forgotten-value-of-archival-content\/","title":{"rendered":"The Forgotten Value Of Archival Content"},"content":{"rendered":"

The web (and marketers in particular) continue to obsess over real-time. It is put on a pedestal\u00a0by many who fall victim to the trap that they\u00a0have<\/em>\u00a0to see everything new, now or that is\u00a0only<\/em>\u00a0way web communities work.<\/p>\n

Of course, this isn\u2019t accurate. Smart professionals across\u00a0industries\u00a0I speak with frequently\u00a0timeshift the real-time web, as they understand the\u00a0high cost of now.<\/p>\n

In many cases real-time\u00a0is<\/em>\u00a0important. Conversations, breaking news\u00a0and information which provides a significant enough advantage to get sooner is worth playing at the edge to get. It\u2019s even fun.<\/p>\n

But in just focusing on what\u2019s new, now, many have forgotten (or in some cases never understood at all) the value of archival, authoritative, and useful content. Or \u201cpillar content\u201d as some call it.<\/p>\n

With that said, today I was thinking how some may need a few reminders about the importance of high value archival content:<\/p>\n

Some of the most popular sites on the web thrive on archives<\/strong><\/p>\n

Sites like Wikipedia, eHow, Quroa, even YouTube thrive on their archives. It\u2019s not just that this content is found via users seeking something specific in a search engine. That\u2019s extremely important on its own. But beyond that, when discovered, this content is frequently\u00a0re-shared<\/em>\u00a0back into user\u2019s streams as if it\u2019s new, or to provide context into a conversation happening now. The point is this content\u00a0has a lot of value. But if you\u2019re not vesting the effort to publish and optimize, you can\u2019t tap into it.<\/p>\n

High trafficked pages = organic community funnels<\/strong><\/p>\n

If you have high trafficked, archived pages which receive 5,000, 10,000 or even 50,000 organic visitors per month (all possible) a certain percentage will opt in to receive your next updates if (the pages are) optimized for that outcome. Due to the nature of this type of content, it will naturally grow an\u00a0opt-in community. Now the next time you have something new to share you have expectations will replicate in the petri dish of real-time, you\u2019ll have more activated, interested users taking action. Developing high trafficked pages on your own site is one of the smartest yet ignored tactics on the web today. More social platforms only amplify what\u00a0should\u00a0<\/em>already be\u00a0a bread and butter tactic in the toolbox of every marketer.<\/p>\n

Modern media companies build on their narratives through archives<\/strong><\/p>\n

An extremely frustrating thing for me as a user (and blogger) is when a media company\u00a0removes<\/em>\u00a0a page I\u2019ve linked to without any explanation. It happens again and again, but it\u2019s\u00a0almost always<\/em>\u00a0done by traditional media companies such as newspapers or magazines. They\u2019re not\u00a0digital first. It makes no sense as these brands are losing link equity and also frustrating me as a user. I have a hard time justifying linking to them again as I think they may take it down.\u00a0Modern media companies\u00a0don\u2019t do this, they see their archives as high value from an inbound traffic standpoint. They also understand the opportunity to build on those narratives by updating the page with links to new stories on the subject, highlighting them in future round-ups or otherwise\u00a0re-imagining\u00a0that content.<\/p>\n

Archival content might not be \u201csexy\u201d to some, but generates incremental results<\/strong><\/p>\n

Many marketing and PR people like \u201csexy\u201d ideas. I use the term in quotes as at one point many thought websites with long flash intros were cool (no one else actually thought this except the person creating them). Building up a useful and threaded archives helps your brand build\u00a0incremental\u00a0results across search and social (if executed properly). It allows you to bridge the past with the future and provide context for real-time, helping establish\u00a0trust\u00a0and leadership. Of course, this is hard work which is why many don\u2019t see this type of content as \u201csexy.\u201d Maybe it\u2019s not. But it creates a platform where you\u00a0can<\/em>\u00a0generate buzz for creative ideas\u00a0while also owning your category\u00a0bit by bit.<\/p>\n

Again, I am not denigrating the advantage of being first with information or attempting to win the day\u2019s attention by living at the edge of the stream. There is a ton of opportunity there as smart communications pros like David Meerman Scott\u00a0point out.\u00a0But in tandem, work to build assets which have archival value and are a reference point for the rest of the web long term.<\/p>\n","protected":false},"excerpt":{"rendered":"

The web (and marketers in particular) continue to obsess over real-time. It is put on a pedestal\u00a0by many who fall … <\/p>\n

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