What's Old Is New Again: Reusing Old Content

Content Be honest: blogging can be a bit of a slog sometime, right? The idea of blogging for marketing is to increase your SEO and draw in visitors interested in the topics represented by your keywords. This means you are writing about the same thing repeatedly and it can get mundane. It's hard to find new ways to talk about how exciting a product like fence posts are after awhile!

Good writers experience these lulls in creativity all the time. It doesn't mean you're lazy or failing, it means you just haven't found your fresh take on the topic yet. So, instead of dragging yourself over the finish line with sub-par content, try re-purposing older content that you've already published.

Here are some tips on how to reuse your old content from Content Marketing Institute:

Find the best posts to republish

Start your process by finding the posts you want to republish. This is typically easy to do if you are tracking your email conversions. I also look at traffic and social shares to see which posts are exceeding expectations, but “conversions to email” is my top metric. I look at this information from the past six months to one year.

Additionally, we have (slowly) been auditing all of our blog posts. This has brought a treasure trove of information, and I have found older posts no longer getting traffic that are still useful.

My list of posts to republish is part of my annual editorial plan, but you can keep a running list in your editorial calendar.

To redirect or not to redirect

You have two options:

  • Redirect the URL from the original post to the URL of the new post. This is the option if the original post is getting little traffic from search.
  • Keep the original URL and run an updated post with a new URL: In some cases, the original posts are getting substantial traffic from organic search. If we redirected the URL of the original post to the new post, we would risk losing the search traffic that post is bringing in.

Read the rest of the tips here.

There's no shame in recycling your old content. It was good then, it performed well since, and not all your current readers have had the chance to enjoy it yet! It's not laziness, it's smart business. You're getting the most out of your time and giving yourself a creative break. If you're interested in pursuing a content marketing strategy for your business, contact the marketing marvels at Front Burner Marketing. We can help you build a marketing strategy that fits your needs and brings in new business.

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