Content is one of the cornerstones of your business but does ever feel like that’s all you ever do? Uh huh, I hear ya! Updating or even recycling and repurposing your old blog posts can breathe new life into them. Why write something completely new when you have got tonnes of content under your belt already? Recycling isn’t just for cans and old clothes any more.
It is natural that over time you build up a repertoire of content and it will be steadily improving as your knowledge deepens and skills grow. Because of this, many of your older blog posts may be outdated or even poorer quality than the posts you deliver now. Side note: I went through some posts on my other blog that are 2+ years old and literally cringed.
People come to your blog to learn or to find out something new and if they land on that old blog post with errors and outdated information, chances are, they ain’t gonna stick around to see your shiny new content. So how can you recycle your old content? Well, my friend, there are several ways! Read on to find out what they are and never cringe again!
Please note that this post may contain affiliate links. This means that in the event of a sale, I may make a small commission. Don’t worry, it won’t cost you any extra and I only recommend products I use personally and can 100% stand behind.
The benefits of repurposing content
The biggest and most obvious benefit is time. Repurposing your content can save you loads of time which you can then use investing in other parts of your business you may have neglected recently.
You can also:
- Get a wee bit of an SEO boost
- Reach new audiences
- Reinforce your message
- Spark ideas for new content
- Improve the quality of your content
- Keep your site updated
- Gain authority
“You don’t have to create content day in and day out. You just have to work on getting the content you already have in the hands of more people.”
Where to find content that needs repurposing
To find out which posts receive little to no traffic log into your Google Analytics
- Step One: Log into Google Analytics. Click on behaviour > Site content > All pages
- Step Two: Change the date range for at least several months (just in case your content is having an off week and it gives newer content a chance to take off). You can compare dates for the previous period to give you a really good overview of how your posts are performing.
- Step Three: Click on the arrow pointing down beside pageviews to change it from most popular first to least popular first
- Step Four: Change the number of results shown down the bottom right of your results to a higher number
Now you can see which of your posts aren’t providing you with much value in terms of traffic. Those posts are the ones you want to either update, repurpose elsewhere, broken up into chunks to repurpose or even get rid of completely.
Hint: Make sure that your most popular content stays up to date as well.
Deindexing your old content
If you want to take a post completely off your site you can deindex it so that Google will stop showing it in search results. You can do this using Google Webmasters.
- Step 1: Go to Google Webmaster.
- Step 2: Open your blog
- Step 3: Click on Google Index > Remove URLs.
- Step 4: Click on create a new removal request.
- Step 5: Add the link and click continue.
- Step 6: Keep the reason as default and click on Submit Request.
After getting confirmation you can use your article somewhere else, you will usually get your confirmation within 48-72 hours.
Now that you know which posts you are going to focus on and how to deindex them, you can start repurposing
1. Republish them on your blog
Schedule some time to go deep into your Google Analytics every month to check on your posts. Once you have done this, identify which posts could use a makeover and work through them one at a time. Make sure you deindex them first then start adding value. It is much easier to update an old blog post than it is to write a whole new one.
Makeover your posts by:
- Creating more internal links to newer articles as well as up to date external sources
- Add more information and go further in-depth on your topic
- Renew outdated information with up to date, relevant information
- Add new images
- Embed a video if appropriate
- Update the headline
- Update pins and featured images
- Correct any spelling and/or grammar issues
2. Repost and re-promote to social media
If you have an old article that is evergreen (always current), you can repost and reshare on your social media platforms. Don’t be afraid to do this as not all your readers will have been following you right from the start or they may be in different time zones so missed it the first time around. It’s also a great way to test new headlines to see which performs better.
3. Create new blog posts and articles
High-quality content can lead to even more high quality content that benefits your audience. Think of it as a spin-off show, blog style. A good example is converting a list post into a series of individual pieces of content. This is relatively straightforward, simply take your list post and break down each point into a post of its own. Doing this enables you to go further in-depth, add more detail, add more information, create tutorials and examples. You can do this in reverse and turn a series of articles into a summary post.
4. Develop A Video or Podcast
You already have the plot line, why not turn it into a video or a podcast? Add some slides or screencast and you have yourself a(n almost) ready video! Videos are in fashion at the moment with them being among the most type of shared content on social media. This will give you the opportunity to expand your reach and attract new readers. Often people will prefer not to read long articles, preferring to listen or watch something instead. Expand your repertoire with a different kind of content.
Publishing a podcast means you have more content to add to your website. If you add the transcript with it, you are appealing to both those that prefer to listen and those that prefer to read. Double whammy.
5. Host a webinar
If you don’t have a YouTube channel or podcast you can always host a webinar. Webinars are excellent for getting more subscribers to your email list as well. Unlike videos, webinars allow you to present your information as well as engage with your audience live. Use your webinar to gain more subscribers or as part of a launch campaign.
6. Use them in your emails
You have a tonne of valuable content on your website, chances are not everyone is going to read every single article you publish. Why not use some of that information to provide value to your email subscribers?
You can do this in a few ways, the first is to simply send them a link to your updated post to drive some traffic in its direction or share snippets of your post in the contents of your email. Another way you can repurpose them in your emails is to deindex your post and break it down into a series of emails.
7. Build an infographic or instructographic
These are summaries on content presented in a visual way. Infographics tend to get shared a lot on Pinterest so take advantage and add your content to one. You can design them in programs like Canva and Piktochart which are a good way to have a go without spending a lot of money.
Much like an infographic, instructographics are visual summaries. However, they have more of a focus on how to do something. Hence the word, “instruct”. Again, these are popular on Pinterest as they are visual, succinct and actionable.
8. Repost on Quora
Quora is another avenue where you can repurpose your old blog posts. You can use them in answers to questions or as posts to your user blog. The same can work in reverse, you can turn your answer into a blog post.
9. Use them as Guest Posts
Make sure that you have deindexed your post if you are going to submit it as a guest post elsewhere. People generally don’t like duplicate articles on their site (it’s an SEO no-no and looks bad). You can then update it and approach a blogger in your niche to see if they accept guest posters. Hint: Aim for someone who is bigger than you, this way you are being exposed to a larger audience, and it will be more beneficial in the long run. If they are a bigger blogger, they will most likely have a larger domain authority as well which gives your link even more SEO juice (that’s the kind of juice you want).
Update your post with:
- Up to date, relevant information
- In accordance with the guest post guidelines you received (if you did) from the blogger
- Correct spelling and grammar
- Professional looking photos
- Your author bio – a paragraph about you and your business, with links to your homepage (often you will be allowed to add a social media link or two as well)
Don’t just deindex and forward your old blog post to bloggers. You want to display your best work to entice readers to come to your site. No one will visit if you present a poor post with little value. This is your chance to show the world what value you have to offer.
Writing more isn’t always better. Yes, it is important to post regularly and create new content, evergreen posts are often more popular than short posts simply written for the sake of writing them. Blogging can be hard work, there are loads of things to do behind the scenes it can be hard to fit it all in. One way to give yourself a reprieve is to repurpose old content. It isn’t lazy blogging, it’s smart blogging. You can revisit important topics, add extra value and save yourself some time in the process. Win-win in my book!
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