A new fresh blog post is a good thing – but what about your older posts? They can hold a lot of value as well, but not so much if they get buried under the pile!
So rather than always reinventing the wheel, why not consider refreshing and recycling some of your valuable older content? It could save you a ton of time and effort. It can also be good for ranking with search engines.
Here are some ways to go about it.
1. Update your valuable older posts
Have you ever rewatched an old movie or show that you thought was great at the time, and now you’re thinking – oh my gosh this is so dated!? Well, your older posts can be a bit like that. Fortunately though, you have the power to edit and update them (unlike with an old movie!) and bring them back from the dead. Or so to speak.
- Do a keyword refresh – chances are the keywords you used in the original post are no longer relevant. So it’s a good idea to do some fresh keyword research and add or change keywords in the post accordingly.
- Update non-current information – advice from 7 years ago is not likely to be right for today! As we know, in today’s world everything changes quickly, so if your original post contains older statistics and/or outdated technical information you should update it for current times.
- Add internal links – internal links show Google how your site works and fits together, and they can help with ranking. They are also good for readers as they can be used to direct them to additional valuable info.
- Remove any broken links – as these can damage your ranking.
- Update your call-to-action – your CTAs should also be optimised by keeping them brief and to-the-point and adding a link or button.
- Link to older posts – when you create new posts, link to some of your older ones that contain additional valuable information for your readers.
- Share your refreshed posts – e.g. on social media, or by email.
In doing this exercise you’ll likely come across some older content that can’t be resurrected as it was a ‘child of its time’. If it’s very irrelevant for today (e.g. it centres an old offer) then you should probably delete it.
If it was popular at the time though – think about how you could recreate that in a new context. Which leads us to the next point!
2. Refresh old blog posts by repurposing them
Another way to refresh old blog posts is to turn them into new formats. In fact, you could do this with current posts as well.
Consider reusing your posts in the following ways:
- Infographics – use infographics to visually represent information from your older posts that contain tips or data. Learn more about creating infographics from Canva.
- Videos – create and edit interesting videos on your best topics using tools like Lumen5 and Canva.
- Podcasts – podcasts are growing in popularity. Read this Hubspot guide for more information on repurposing old posts into podcasts.
- Ebooks or PDF guides – for this you could bring together your best older posts on a related topic and create ‘ultimate guides’. You could do this with newer posts as well of course!
3. Write a sequel or break it into parts
Back to older movies again – think about movie franchises and how the makers will add to the original story over the years. This exercise brings their fans up-to-date with the latest story while building on the value in the original one.
Now while your posts mightn’t be in the same league as James Bond or Star Wars you could do something similar. For example, you could write ‘Part 2’ and ‘Part 3’ follow-ups to your original post. This signifies the post’s initial relevance while bringing it more up to date.
Another option is break up the initial post into smaller chunks that you ‘drip-feed’ to your readers via social media or email. This way you get to reshare your older post and draw attention to it all over again.
4. Republish or rewrite your old posts
If none of the above would work for you, you could always republish an older post with a new date. Digital marketing expert Neil Patel recommends keeping the same URL when you update and re-publish older posts, especially if the original one was popular. That way you get to keep the value already in the content rather than starting from scratch. You also avoid (as Neil puts it) “competing with yourself”.
However, in some cases you might need to rewrite posts that have lost value over time – particularly if they were written for a particular year. For example, let’s say you wrote a ‘Best Guide to Widgets in 2022’ that proves to be very popular. The problem is that eventually it will become outdated! Once that happens you could use the format to rewrite a new guide for the current year.
No time to refresh old blog posts? Call for some help!
If refreshing old blog posts or keeping your blog updated sounds like a lot of work or you don’t have the time, don’t be afraid to outsource. Read my post on how to outsource your blog writing safely, or get in touch with me for a blog writing quote.