Most of us are all too familiar with the phrase: “Be wary what you put on the Internet.” This is due to the fact that the Internet is a vacuous pool that stores information forever. Once something is published to the Internet, there is no such thing as a delete button – but, what if I told you that this is not necessarily something to fear.
Kipp Bodnar, blogger and Inbound Marketing Manager at HubSpot, wrote a post about the absence of expiration dates for online content. According to Bodnar, since we are aware that what is on the Internet is there forever, marketers should use this to their advantage. What was once feared can now be turned into a strategic business move for organizations. For instance, the longer online content remains on the Internet, the more valuable and accessible it becomes.
Bodnar suggests, “three steps for leveraging forever:”
- Conduct a hard drive audit: In this step, all you have to do is take the time to perform a simple search of the documents on your hard drive, folders and/or shared drive. There may be forgotten content that, with some revisions, would be valuable to publish in order to generate search traffic and increase brand awareness.
- Make PDFs friendly: Move content from a PDF file to an HTML page in order to improve “on-page SEO.” If you know that content lives on the Internet forever, why not use this to leverage SEO?
- Promote past content: Never ignore past content (e.g. dated blog posts). Yes, you do not want to look like you are not generating new information, but organizations are continually attracting new customers. An old blog post might be relevant to teaching a new customer about your organization’s services or may answer some of the typical questions new customers have. Older content can also establish or increase credibility, show longevity, stability and growth – and make prospects more comfortable with your organization.
Furthermore, the idea of forever, forces you to screen what you put in the public eye. Once you “leverage forever,” having content without an expiration date no longer seems scary. By prioritizing and screening what is disseminated, a company puts their best foot forward.