Every savvy marketer today knows that producing consistent, fresh content is important to generate traffic, to attract new customers, and to keep their attention. But that can be quite challenging. Coming up with valuable, interesting and relevant material and optimizing it for SEO can tax anyone’s time and creative juices. An interesting added option is to breathe new life into old blog posts. It’s the content writer’s version of ecology: “reuse, recycle, repurpose.”
It Starts with Analytics
New content is not required to bring in new traffic. Reusing, recycling and repurposing existing content starts with good use of analytics. As you look at your content analytics, consider:
- Which content is performing well and can be re-used in new ways?
- Which content is underperforming but is relevant and can be refreshed for better use?
- Which content is outdated, considered “dead weight and should be removed, due to poor or outdated information, no links or no traffic?
12 Ways to Breathe New Life into Old Blog Posts
Breathing new life into old blog posts makes them more valuable in search because Google places importance on relevance and freshness. Use these methods to accomplish your revitalization:
- Update content that is valuable but has outdated information.
- Expand and update valuable content, but which may be a little “thin” on information or too short. You can either merge it with other posts or write more about the topic, using some background history or possibly offering some examples.
- Edit older content, updating and enhancing current keyword use in order to optimize SEO.
- Update headlines, links, and images used in older posts that have good content potential.
- Update tutorials for current processes.
- Create new updated versions and link to those from old posts.
- Pull together old but valuable content and reshape it into an eBook.
- Simply re-promote old posts that have a lot of existing value, traffic and links.
- Create a collection of old posts on a specific topic that may have value to your audience.
- Update and use old posts in new media formats such as an infographic, a video or podcast.
- Update old blog posts URL’s incorporating high-value keywords.
- Submit your content to other websites as guest blogs.
Common Mistakes in Content Writing
As you reuse and re-purpose old blog posts, as well as in writing new content, avoid these mistakes:
- Not double-checking your work.
- Using copyrighted images.
- Poor SEO application.
- Weak topical research.
- Not working hard enough to capture interest.
- Making articles too casual and “chatty.”
- Making content feel like blatant advertising.
- Not really knowing your audience.
- Making the content unnecessarily long.
Seek Professional Marketing Assistance
When you are tackling tough marketing challenges, including effective content marketing, contact VisionPATH Marketing. With more than 15 years of experience working with small businesses, we have developed powerful marketing strategies and the tools to help you succeed.