For example, as seen in the diagram above if I’m writing an article about a cranberry apple pie I will “stretch” that content to other related topics.
I love content stretching. It’s a great method to develop a series of articles to share with your readers which cover similar topics that you are able to internal link with one another. When you do this, your readers will stay on your site for a longer period of time. (Which equals lower bounce rate, improves SEO, etc.)
When you develop these series they NORMALLY rank well and then you will be able to push more pageviews because you know that if they entered your site organically that they have some interest in the topic.
When I have an idea for an article I will sit down and create an hierarchy chart with my main article at the top from that I look at how many other articles I can create that are similar and make part of an unofficial series. I use Word to do this by creating an outline, as seen above for a new series I am working on with Blog Checklists as my top article – my hero article (which normally will be the longest in length – I try to 2,000 words).
Benefits of developing an outline:
- By developing your “editorial calendar” you may be more creative when creating “stretch content”
- Craft your marketing plan for the series
- Have an overview of each article so you will be able to see if you are going to add value to it, e.g., printables
The information below is an example to show you how it has worked for me and I will be using the example above to show as a new example to develop content, market, and track the growth for future articles.
Below is my “Chipotle” case study:
I created an article about the Chipotle Burrito Bowl as one article, THEN I created more article for each ingredient within that article. You can see in the image above how I introduced those articles to my readers.
Then, on one of the ingredient pages I used the same list with a few tweaks to cross promote the top tier article and the other articles for the ingredients.
The results? I beat Chipotle for A LOT of terms that they should be ranking for due to the trust and popularity of their site versus mine.
Here is the main article with a few of the rankings that the article ranks for. I must admit I had hoped my top tier article would rank higher but it serves its purpose still with pulling traffic and getting additional page views for the ingredient pages.
Here is the Chipotle black bean recipe which I pretty much dominate on the web for all related terms.
The corn salsa doesn’t perform as well but I am still happy to have the article rank for as many terms as it does.
Questions? Post in the Facebook group, Growing My Blog.