Good content has a long shelf life, so use it before you lose it. Many of us have written a lot of blogs that we consider a once in a “blue moon” revelation. We’re talking about one of those blog posts that was so good, you might even doubt you could top anything like that ever again. No need to worry, that AMAZING blog post can continue to live on and help to increase some traffic to your website in the process.
Recycling old posts are not just to add more noise to the internet or boast your hottest archived blogs; there are many legitimate SEO advantages to recycling old posts. India’s largest blog, @ShoutMeLoud, highlights some of the advantages:
1. Added Exposure & Increase in Page Rank
As we mentioned, you might have that amazing blog you wrote two years back and now that your blog and/or social network has more followers your post will be seen in front of a larger audience. That old post now has the potential to help increase your page rank.
2. While You’re About to Recycle That Post, Why Not Revise It?
You are now getting ready to recycle the blog post, why not add some new information? This not only helps increase the value of the post, you will also notice more user behavior activity in your analytics. Google has made a lot of changes in their algorithms as of late, they also consider user engagement (bounce rate, average time on page) and other factors to determine ranking. If your old blog had previously received a lot of traffic on the page, chances are you might see it slip in ranking by the next Google algorithm update. The whole idea is to keep the old information updated and make it usable for the readers. Also, in this process you are promoting your older content in efforts to drive more traffic to it. Read more tips with Shout Me at Loud.
There’s an APP for that (I mean plugin)
For those of you who have Wordpress based blogs, there are some great tools out there to assist you in the process of resurrecting old blog posts.
“This plugin recycles posts and helps build recurring events and display the post content for a period of set time.”
“This plugin automatically takes your oldest post, and updates its timestamp so that it appears as the latest post on your WordPress site. It does this by utilizing the cron feature built into WordPress 2.1 (and newer). It can rotate all the posts on your site, or just the ones in specific categories.”
“This plugin helps you to keep your old posts alive by tweeting about them and driving more traffic to them from twitter. It also helps you to promote your content. You can set the time and know of tweets to post to drive more traffic.”
“Tweetily will randomly select a post or page and tweet it automatically to drive traffic to your site. You set the time, number of tweets, and the type of content to share and Tweetily will do the rest.”
Another method to spark your creative juices and defeat writer’s block is to engage in some re-blogging. Also covered in our 7 expert blogging tips post, the smart approach to re-blogging is to take your old blog or even someone else’s blog and do a follow-up to that post. In the process it will allow you to get more mileage by adding cross-links (link backs to the original blog post), which also helps page ranking and visibility.
Social media is a powerful tool when recycling your older blog posts. It gives you the power to extend the mileage of your old blog posts by positioning some shelved social media posts around that blog. Highlight portions of the blog’s content in multiple tweet variations. For example, we work with the Event Leadership Institute with social media content curation, and a favored practice that we engage in is taking a blog and dissecting it; dissecting the most powerful content excerpts and turn them into engaging, thought provoking tweets. This style highlights the most enticing parts of the post and helps drive users to the blog time after time.
3 tweets with content excerpts driving to one blog post:
The objective is not to neglect your best content, but to keep it going and get the most mileage you can. Those great ideas for blog posts come every so often, so when you have them make sure you share them as long as you can and as much as you can. Of course use variation, make it fun, ask questions, engage back with your users as they are your biggest advocates and sources for promotion.
How are you resurrecting old content to drive traffic to your blog or website? What tactics work for you?
Michelle Bergstein-Fontanez - Marketing Maven and Social Media Specialist at Event Industry Marketing by BeatCreative
Michelle lives, eats and breathes marketing for the event and meeting industries. Known as the "Event Marketing Maven" and a consummate social media/ online marketing enthusiast. Her innate ability lies in helping companies create an online presence through smart and engaging marketing strategy. Her company's client portfolio includes many influential event planners, suppliers, and small businesses in Central Florida and beyond. With an intensive 10 + year background in advertising, marketing and communications, she brings innovative design and savvy marketing approach to all her client projects. As a national speaker and educator on social media for event businesses and at events, Michelle is passionate about lending her expertise in contributing to international blogs, renown local and national publications. She has been featured in Fast Company, Crains New York Business, Special Event Magazine, Orlando Sentinel, Orlando Weekly, and BizBash.