Reviving Blog Posts: How To Use Old Content For New Results

July 12, 2019

Kerrie Ashall

Producing great content is vital if you want people to be attracted to your brand and engage with it. Around 84% of buyers frequently or occasionally access business related content on their phones, while B2B marketers rated blog articles as the most effective content format in the awareness stage. These statistics can confirm that, right now, content is a vital for your marketing strategy.

It’s also important to remember that Google pays attention to the quality of the content that you produce. If the quality is high, your business is more likely to feature highly in search results. This helps to attract more traffic to your business website or blog.

The problem with creating great content is that it can involve the investment of a lot of time and effort. Reusing blog content that has been produced previously can help to reduce this investment without having an adverse effect on your overall content quality. However, you need to make sure that you reuse content in the right way.

How reusing blog content can work for business

Let’s start by looking at how reusing blog content can be good for your business. The fact is that a good piece of content can help you attract more traffic, strengthen your brand and improve your conversion rates, even if you use it more than once.

Getting this to work is all about repackaging the content in the right way. Doing so means that it can appear as something fresh and new to both current customers and potential customers that you are trying to attract. After all, everyone loves a good story or appreciates being provided with valuable information.

If your business has produced a blog post that has done either of these things well, there is a good chance that it still has a lot of life left. This is why you should always revisit your blog posts and not just consign them to the archives for good.

Which content should you reuse?

If you want to revive blog posts effectively, you need to understand which content you can reuse and which you should leave where it is. The two main criteria to use when deciding this are evergreen content and popular content.

Evergreen content is content that is not time bound. This means it continues to work well year-on-year. For instance, the advice in this article is evergreen. The basics of reviving blog posts do not change.

Popular content is time, season or statistic-heavy content that which has attracted a lot of interest. You can check the Google analytics stats for your business, to see which of your blog posts this applies to.

It’s important to note that you should not necessarily disregard content simply because some of the facts and figures used need updating. Think about the overall message of the content and decide whether it would still work if some updating work was carried out.

How to revive content

There are several methods that you can use to revive blog content so that it can work for your business again. Having decided which content you may be able to reuse, here are some ideas that can inspire you.

Create A Series

Choose a listicle that was previously created and create a series of blog posts from it. In order to do this, you will probably need to expand on the content somewhat, using each point as the focus for each blog. Consider the titles you use – if they relate directly to user intent, e.g. ‘How to’ and ‘why should…’ searches that are popular (For example – this article you’re reading!)

When writing these blogs posts, you can then improve your internal linking structure, directing traffic to the original content and other relevant pages on your site.

Create Visual Content

Repurpose your content by turning it into an infographic or visual data, which can then be used for link building purposes if you wish. Infographics are liked and shared 3x more than other types of content, so you’d be missing out on something if you don’t try this tactic out.

You don’t even need a professional graphic designer to create an infographic. Apps like Canva are perfect for this strategy

Update The Statistics

Update the content of a blog post to include the latest industry and technical information.

Internal Links

Create new, more appropriate, links within the content. If you have created pieces of content recently that can relate to one of the points stated in an old post, go back and link that new content in. It shows that you keep your posts updated, and as they continue to relate to current trends, you can share them across social media to bring in even more traffic.

Ultimate Guide

Use the information that you have within one or more blog posts to create a comprehensive guide, also known as an ‘Ultimate Guide’ or ‘Beginner’s Guide,’ etc. to a specific subject, which you can then link to relevant blog posts and pages that you want ranking. You may want to create this guide as a guest posting in order to raise the profile of your brand.

Using one or more of these methods can help you take the content that you already have and create something fresh and exciting.

In summary

There is no doubt that reviving blog posts can provide many benefits for your business. Doing so gives you the opportunity to bring excellent content to a whole new audience, attracting new customers.

Using great content in this way can also help you to feature highly in search results, which is obviously essential if you want to optimise the amount of traffic that your business attracts.

It’s also important to remember that you get all of these benefits without having to invest as much time and effort as you do when creating new content. Even if the blog posts that you are revitalising need to be updated, this is still less resource intensive than having to start from scratch.

Hopefully, you can see the benefits of reviving blog posts and have been inspired to look for content that you can reuse.

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