You watch as your content eventually starts to lose its reach.You created it, sent it out, and then watched with pride as the views pour in. Then, like turning off a facet, that traffic starts to trickle, before stopping entirely. But instead of letting the effort that goes into creating great content go down the drain, you should update old content you already have.
It’s good for your brand and for your budget.
You likely have a bank of hundreds of pieces of content that no longer see the light of day. That shouldn’t be something you accept. Use these tips to refresh and reuse the content you already have.
1. Give It a New Spin
It hurts your rankings on Google to repost the same page word-for-word with the same metadata.But if you completely rework and re-spin an old article, you do half the work without having to do all the research again.
This works particularly well for articles that might have not done so well before. It’s also a great place to update an older article. If you write an article where you report on a new idea/event/product and make prediction, don’t just let that article sit there and become irrelevant.
A new angle, language refresh, and perspective update might be just what that piece needed to become a hit.
2. Rework as a Series
Maybe you have a great post that contains more information than one post needs to. Or maybe your post just scratched the surface of a topic you want to cover more in depth.
To update this old content, it may be best to convert the post into a series. This can easily be used for a daily email campaign or daily social posts. This format lends itself to giving your customers a lot of value in an easy-to-digest package.
3. Create Compilations
Every year, HiP makes a reader’s choice list for the year. It includes all of the most popular posts from that year, creating more traffic for those posts.
That’s why compilation posts are so helpful. You can curate the best of your own posts to fit into a theme and this new content will have the side benefit of driving more traffic back to those old posts. Additionally, when you compile similar posts, readers are likely to read more than a single post in a sitting.
4. Build Off the Comments
Sometimes, you will be surprised what you find in the comments section. While a lot of comments are spam, there are often interesting and insightful ideas contained within the legitimate comments.
Don’t just let them go to waste.Create content based off those comments. Obviously, this is what your readers want to see since they mentioned it in the comments.Just make sure you stay on strategy and don’t let an interesting comment pull you from your niche.
5. Change the Type of Content
When you look to revive old content, consider giving it a new life in a different medium. Create that video using the same angle as the blog post. Or create an infographic from a blog post that had a ton of original research.
What’s old can be new if you start reimagining how you present it. Be creative, figure out what your audience enjoys most and reframe your content to match.
6. Revive Evergreen Content
Sometimes, all a piece of good evergreen content needs is a fresh round of promotion.
Reshare evergreen content onto all your channels. This will give it the breath of fresh air it needs to make the rounds again.
When you do this though, make sure that all your information is up to date. Tweak lines that would make the content dated so that they stay good no matter when someone reads it.
7. Write Guest Blogs
We give this tip in almost every post and for good reason; it works.
In this case, write up a smaller, less in-depth version of an old post. This then goes on another organization’s blog and traffic leads from that blog to yours.
Simple as that.
Don’t just accept that content views will ebb. Implement just a few of these tips and a steady stream of viewers will continue to the enjoy updated old content you worked so hard to create. But that isn’t to say that you can simply recycle the same content over and over. Creating fresh, new, timely content is just as important as keeping your evergreen content alive. Balance the two and you are well on your way to a content strategy that works.
Have you found a way to keep your old content on the grid? What strategies do you use? Let us know in the comments section.