Anyone who blogs on a consistent basis knows that after a while, content really starts to build up. Whether you’re posting four blogs a month or 14 blogs a month you start to culminate a solid amount of content for your business – which is great. Until it’s not. Like any written word – things get outdated. Statistics change, new studies are released, and advancements are made. As HubSpot explains, “Over time, what once was an accurate, fresh piece of content becomes, well … not so much.” #Agreed
The thing about blogging content is that it is SEO gold. I did a little digging and some number crunching (aren’t you proud, Mom?) and found that of our own total blog visits in the month of July 2015, over 30% came from organic search (AKA your Google results) – that’s twice as many visits as both referral and direct traffic. And the great thing about SEO content is that it lives forever. Which means on any given day, any random Google search could result in your blog being featured.
That’s where republishing, refreshing, and reusing content comes in.
When we repost blogs we give it a chance to resurface. This helps lengthen the life of our content and increases the results it gathers over time. Not to mention, it’s time efficient. If there’s a blog that isn’t performing well (or even one that is kicking ass), it takes less time to finesse and rework a blog than to write a brand new one most of the time. Republishing blogs gives us the opportunity to make great content even better while maintaining our consistent posting schedule.
Putting Money Where My Mouth Is
In effort to put our best content foot forward (for both ourselves and our clients), I thought – why not make use of great blog content we’ve already created? In some cases it was a matter of revamping and re-optimizing blogs, and in some cases it was simply re-sharing past blogs...
What I Learned
1. New isn’t always better. Plain and simple. Sometimes something “old” or “outdated” is full of gems and just needs a little dusting off. It’s like when you find something at a boutique that has been “upcycled”: take something old and make it new. I think it’s a trend we can use for blogs occasionally, too.
2. Just because something was great at one time, doesn’t mean it is still great. VHS tapes know what I’m talking about. There’s always room for improvement. As much as I love to think every blog I write is damn-near award winning, it’s not – well, not forever. Revisit old blogs and look for ways to make them better – amp up the title, add new links, create custom graphics, find a supporting quote … you get the idea.
3. Timing is important. Bet you’ve never heard that before. Seriously though, when it comes to reusing past blogs I learned two crucial things in terms of timing:
Don’t overdo it. Don’t go one, two, even three months back and start reworking a blog – unless it contains inaccuracies. Wait until a blog has had time (I’m talking 10+ months) to live a little and gain some SEO traction. Patience is a virtue.
Don’t spend all your time republishing old content and not creating new content. There needs to be a balance. Try reusing past blogs every other month, or only twice per quarter; find a balance that works. Whatever you do, remember new content creation is also extremely important.
If you’re thinking that republishing blog posts is something that could work for you, give it a try! #YOLO, as I always say. Whatever you do, keep track of the changes you make and make them purposefully. HubSpot created a great list of best practices for updating and republishing blog posts in The Complete Guide to Updating and Republishing Outdated Blog Content. I look forward to seeing how this technique can continually produce results for our clients and help them be successful and challenge you to do the same.
A deep love of art and design drives me as I navigate the ever-changing waters of marketing. I am constantly looking for new and better ways to give the inbound marketing methodology the beautiful face it deserves. As the Art Director, I ensure that all of the design work we produce is top notch and designed with a purpose. When I’m not trying to solve creative problems, my life revolves around my family and friends, my passion for music, and my addiction to stories.