Coming up with ideas for new content can feel like a full-time job unto itself, which is why it’s important to know how to repurpose old content. Tried-and-true blog posts that got a lot of hits back in the day, and continue to enjoy some attention today, can be refreshed and refurbished to extend their value. In fact, you may be able to breathe new life into posts that under-performed, giving them a second shot to contribute value.
But what’s required to infuse old content with fresh vitality? Consider a few tips for rehabilitating shopworn posts.
Update Your Keywords & Repurpose Old Content
If you know anything about SEO, it’s that the landscape is very fluid. Additionally, preferred search terms change all the time. This is due to evolution in consumer preferences and because of advances in technology. (For example, the advent of voice search has changed SEO considerably.) Furthermore, even changes within your industry or niche can affect the types of keywords that are more valuable or most competitive.
When refreshing old posts, take a look at your search analytics, or use tools like Keyword Planner or just Google Autocomplete, to determine what words or phrases you might try working into your content.
One of the most important aspects of content performance is formatting. In other words, it’s not just what you say, but how you present it to your readers. You may be able to get more mileage out of a poorly formatted post if you take the time to restructure it.
How might you do that? We encourage you to consider some of these options, including:
- Breaking up longer paragraphs to create more white space.
- Reformatting lists to be bullet points.
- Incorporating better headings and subheadings to regulate the flow of your content.
Internal linking is a major consideration in SEO, and it can also keep readers navigating your content for a longer period of time. If you have an older post, it may be worthwhile to go through it and look for opportunities to naturally incorporate internal links.
You may link to content you’ve created since that post was published. Another idea is to even provide links to new product or service offerings that your business has rolled out.
Do you have old content that looks dry and drab due to a lack of imagery?
One way to rehabilitate that content is to create new images or infographics that can augment your written content.
Along the same lines, embedding a video in one of your blog posts, as relevant, may provide greater engagement for your readers.
Making the Most of Old Blog Posts
The bottom line? Blog posts don’t have to have an expiration date. It is possible to repurpose old content. There’s often an opportunity to breathe new life into old posts. Sometimes that’s as simple as redoing your keywords layout, or imagery.
We’d love to tell you more about how the Grammar Chic team can help you with content ideation and rehabilitation. Reach out to schedule a consultation with us: Call 803-831-7444 or visit www.grammarchic.net.
Amanda E. Clark founded Grammar Chic in 2008. She is a graduate of Eastern Michigan University and holds degrees in Journalism, Political Science, and English. She launched Grammar Chic after freelancing for several years while simultaneously leading marketing and advertising initiatives for several Fortune 500 companies.