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Some entrepreneurs think that to get ahead in the SEO game, they have to continually churn out new content on their blogs to satisfy customers (and Google’s search ranking algorithms). But it turns out that with an effective content repurposing strategy, you can avoid the hassle of having to generate new content week in, week out, and reuse the stuff you’ve already got.

The idea of reviving old pieces of content might seem a little far-fetched – cheating even. But when you think about it, it makes a lot of sense. There are probably dozens of old but relevant articles sitting in your blog archive, waiting to be brought right up to date for 2019. All you need to do is find them, brush off the dust, and make them relevant to a contemporary audience. It’s a lot easier than creating something new from scratch, yet your customers and Google will reward you all the same. It’s a rare win-win.

The only question left to answer is how do you do it? Let’s take a look.

Bring Posts Up To Date

Let’s say that you wrote an article five years ago on the essentials of good small business local SEO. Since you wrote the piece, some things have changed a lot, while others stayed the same. That particular article, therefore, is an ideal candidate for a refresh. You could quickly touch up the stuff that hasn’t changed and then adjust the parts that have by including the latest, up-to-date information, such as the impact of the newest algorithm patches from Google.

We have a client that has a post about ceiling fans.  Every single time we share it, the traffic to her website quadruples.  It’s crazy cool. So we periodically re-share it throughout the year. We do change a few things though.  She is an amazon affiliate, so we always list different types of fans from Amazon than we did the last time.  We also update the statistics in the article and then add a new sentence or two with updated information. It takes us just a few minutes, but is super effective.

Develop Posts Further

In the past, it might have been okay to publish a blog on a particular topic of fewer than 1,000 words. But in today’s content-saturated market, shorter pieces are less likely to offer customers the rich content experience they want. Because of this, there’s now a case for making blog posts much, much longer.

Instead of starting from scratch, delve into your archives and look for shorter content that could benefit from being developed further. Although it may sound like a challenge expanding on existing content, it’s actually relatively easy, especially if when you originally wrote the material, you split it up into chunks. You could develop each of the topics covered further, or add new sections if relevant.

Turn Old Blogs Into A Different Format

Although blogs are a great way to communicate with your customers, they’re not the only way.

I have talked a lot about this before.  People prefer different types of content.  Some like to read, some like to listen to audio, some like video, and some just prefer the highlights on a graphic card.  

So this suggestion is super simple : convert your existing written content into a different format, be it a podcast, a video blog, an infographic or even a photo gallery. By doing this, you’ll give your audience the opportunity to engage with your company not just when they’re sitting with eyes on locked on their phone screens, but also while they’re exercising, on their way to work, or on social media. Remember, the trick to potent content generation is to make what you create shareable, so always include social buttons.

Correct Spelling, Grammar And Readability Issues

Content creation is an expensive and time-consuming business, so don’t feel ashamed if when you look back over some of your old content, you see glaring grammar and spelling errors. Although it is to be expected, poor quality writing turns most people off, even if the content’s subject matter is intrinsically engaging.

Take a look at your content history: can you see any blogs that would have potential if their spelling and grammar were improved? Rework and republish.

I have a friend that spelled her name wrong on the marketing images for an event.  It happens to the best of us!

Expand On Prior Posts With Follow-Ups

One of the goals of content creation is to increase user dwell time. The longer a user spends on your pages, the more Google and other search engines will reward you in the search rankings.

One way to increase dwell time is by expanding on prior posts. How? Easy. Towards the end of the post (or wherever is appropriate) insert a quick linking sentence with an internal link to a follow-up article where you develop a particular idea further. A portion of your visitors will click through to find out more, boosting the time that the average person spends on your site.

Create Roundup Posts

These are helpful if you are a product based company.  A roundup post is a compilation of expert answers to a single question.  They are nice because your readers get many opinions in one place (super valuable for product reviews!)  The post will bring in traffic because the experts usually share the post with their audiences.

So an easy way to update these posts is to add new opinions or reviews.  You should be collecting those as you go anyway, so it’s just a matter of adding them into your post.

Phew! So do you feel more confident about reviving your old posts? We hope so. Implementing some of these ideas into your strategy is guaranteed to save you time with your content creation each month.

Need some help brainstorming ideas? Let’s chat!

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