Under: Amanda MacArthur
I asked Amanda MacArthur, co-founder and content director of Lantern Content Marketing, last year if publishers "forget" their old content too quickly?
September 14, 2017 by Ronn
"Beyond including it in our subscription, one of our most successful approaches for generating revenue from HBR's archive has been curating it in book form, creating a-la-carteproducts available to consumers who aren't necessarily subscribers (but often are). Our 'branded lines' team now publishes 10+ books per year in a number of different series. Each series offers up our archive content for adifferent purpose orreader."
—Ania Wieckowski, senior editor of Branded Lines, Harvard Business Review, in a Q&A in Folio:
"Luckily publishers have the benefit of old archives, and you don't need to be creating new content all the time. You can simply recycle older content and optimize it for the web and SEO. To tell if content is effective, we live in Google Analytics and a variety of other tools to see where new traffic is coming from, and whether it's staying."
"If you find something that works once, do it again. A lot of times our own audience doesn't catch on the first couple of times we do something so why not try it a few more times. It's sort of like that saying, 'tell the audience what you're going to say, say it, and then tell them what you've said.'"
Amanda MacArthur is the co-founder and content director of Lantern Content Marketing Adventure Company. Because she is quite the expert on SEO and Google, we took advantage of her knowledge for a slightly longer Q&A.