There's an old saying among authors; nothing advertises your current book like your next book. Because your current release might be underwhelming, but if your next book hits the bestseller lists, then everyone who liked it is going to want to find out what else you've released. As such, you'll get a slew of new sales on your old books, as new fans check out more of your old stuff.
What does this have to do with content marketing? Everything! Because just like an author, content marketers need to keep releasing new stuff to keep their audience's interest. And, just like authors, content marketers can leverage their new content to shine some light on stuff that their followers may have missed.
When you create content, generally, you have a theme you're following. Whether it's movie reviews, industry news, comedy skits, or auto repair videos, your audience is coming to you for something specific. This is why, whenever you create a new piece of content, you should make sure to refer to any older installments that might have a bearing on the recent release. Mention them, link them, and provide a gateway for viewers to check out your older work with a single click.
There's always the chance that your current release gets popular. Maybe the lead image hooks traffic, or maybe there's a zeitgeist that makes this topic shoot up in popularity. The point is that you need to have a clearly-marked path to both specific, relevant pieces of older content, as well as to your archive of previous content for people who just want to dig through it.
The easier you make it to find your previous content, the bigger the cascade will be when something new you put out gets popular.
For more advice on how to get the most out of your content marketing, contact us today!