In the digital realm, content can quickly become outdated, but that doesn't mean it loses all value. For seasoned online business owners, a treasure trove of old blog posts may lie forgotten in the archives. However, with the right approach, these posts can be rejuvenated and reintroduced to new and existing audiences. Evergreen content, in particular, can be promoted repeatedly, much like timeless quotes that resonate regardless of the era. This article will guide you through the process of updating and repurposing your old blog content to enhance your content marketing strategy.
Marlene Dietrich once said, "I love quotations because it is a joy to find thoughts one might have, beautifully expressed with much authority by someone recognized wiser than oneself." This sentiment can be applied to evergreen blog content, which, like a well-loved quote, can be relevant and impactful years after its creation. Your audience may have evolved since you first published a post, and new readers might not delve deep into your blog's history. Sharing and updating old content can provide them with valuable insights they would otherwise miss.
Before you reintroduce old posts to your audience, it's crucial to ensure they reflect current information and trends. Here's how to breathe new life into your blog's hidden gems:
Review your posts for outdated references or trends. For instance, if you mentioned MySpace as a key social media platform for small businesses, consider replacing it with a more relevant network like LinkedIn or Instagram. If you update a post, note the changes, especially if the original publication date is visible.
SEO practices have evolved significantly. If your original post lacked keywords, add them now. Update existing keywords to current SEO standards, focusing on long-tail keyword phrases that align with current search trends.
Visual content is more important than ever. Ensure each post includes an engaging image. If you previously used images without proper permissions, replace them with ones you own or that are licensed for free use from reputable sources like Unsplash or Pixabay.
Reevaluate your titles for click-worthiness and SEO optimization. A captivating title can increase the likelihood of clicks from social media. Avoid changing the post's URL to maintain link integrity.
Update any CTAs to reflect current offers or campaigns. If your post didn't originally include a CTA, add one to encourage reader engagement and lead generation.
Repurposing content is not only a cost-effective strategy but also a way to reach a broader audience. According to a Content Marketing Institute study, 51% of B2B marketers prioritize creating visual content, and 40% consider repurposing content more important than producing more content. By updating and resharing old posts, you can tap into these trends and give your content a second life.
Once your posts are updated, share them across social media platforms to surprise your audience with how relevant and fresh "old" content can be. With these strategies, your blog's past can significantly contribute to your present content marketing success.
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