Content marketing is evolving everyday and posing new challenges for marketers. You keep looking for latest trends and news in order to write content that’s share worthy and traffic generating. But what if you have covered most of the topics in your industry or what if you don’t have enough time and resources to create a new content piece from scratch?
You can’t lose out on valuable traffic due to these reasons. A better option is to use your already published content and make it perform better on social media platforms and search engines.
There are posts that your readers had enjoyed reading and had greatly appreciated the information within. This can also be used for new readers.
This type of evergreen content should reach as many people as possible.
Unfortunately once these old posts leave your website home page, they leave your visitors’ radar too. But there’s something you can do about it.
There are numerous ways to get new, fresh traffic from the old content you already have. Here is how:
1. Refresh Old Posts by Adding New Keywords
The main purpose of producing unique online content is to help people on what they are searching for. There are many other sites like Twitter, Bing, YouTube and Yahoo that make use of keywords in their ranking algorithm.
Since, your old articles are under-performing; it’s a good idea to refresh the content by adding some new and relevant keywords to it. This will help in not only making the ranking of your content better but also making its reach greater.
You can also replace outdated data/stats and outdated examples with new, fresh ones.
With so many blog posts being published every day, it is difficult to target a keyword that is competitive and it’s happen even if you are drafted one of the best content piece. For this, you will have to analyze your older posts. For instance, there is a post on ‘How to Get Quality Back Links? Fast and Quick!’. Select the main keywords in the content i.e. ‘back links or backlinks’ and search for its longer variation using tools like Google Keyword planner. Here is an example:
On searching ‘back links’ which is the main keyword of this post, I found ‘how to get quality backlinks’ which is the long tail version of the main keyword and has relatively lesser competition. Adding this to the post can cause it to rank higher easily and it can also increase the visibility of the post.
2. Internal linking in New Posts
Link your older posts to your new ones in order to keep its visible on your website. But you also need to make sure that it’s a related topic. Take for example, here in this post about ‘How to Become a Successful Digital Marketer?‘ internal linking has been done on the anchor text ‘What Is Search Engine Optimization?‘ which redirects to a guide for SEO and it’s advance which is necessary to learn to become a successful digital marketer. Since it’s related to the post and provides deeper knowledge to the user, the internal link is justified and necessary.
This will improve internal linking as well as lower down the bounce rate and exit rate from the website.
You can also use WordPress plugins that will automatically link back to your older content whenever you publish a new piece.
3. Re-post on Social Media
Re-posting your old posts on social media can keep on driving new traffic while providing valuable content to your followers.
You can do this manually. For this you’ll have to maintain a spreadsheet that consists of all the times you have shared a particular post on various platforms. Now this is an age old method that takes up a lot of time and energy.
Another way of doing it is by using a tool like Buffer. It allows you to schedule social media posts, in advance, hence saving a lot of time.
f you’re using Buffer, this is really easy. When you click on a Buffer link or extension in your browser, you’ll get a pop-up. Click on the “power scheduler” tab and you can share a post multiple times in the future and on multiple networks.
This is not only quick, but you control which posts are shared and when they are shared.
4. Include Old Posts in Email Campaign
The above mentioned methods are effective but are mostly not under your direct control. Your email list is completely under your control. Here you can choose whom to send what. You can divide your list into number of parts and send highly customized content that will attract them to your website.
You can include old posts in your newsletter campaigns and even your auto responders. Whenever someone signs up for your email list you can send them a list of your best content as an autoresponder. This will not only drive traffic but will also increase your brand loyalty and can keep your subscribers engaged till the time you create fresh content for them.
Here is an example of James Clear’s email newsletter that consists of all his best (read old) posts!
5. Create Infographics and eBooks
Infographics and eBooks are always popular when it comes to content marketing. The main reason being that they provide lots of information in the form of image and concise data, which saves a lot of time for readers.
Also, ebooks establish authority for your brand within your industry. Writing an ebook poses you as an expert on any subject matter. The best part is you might not even know that you have enough content for your ebook in your articles or you can combine articles to make one ebook.
If you’ve got some informational content that you want to refresh and repurpose, turn it into an infographic or an ebook.
The best part, there are websites that will enable you to create a great infographic, even if you’re not a great artist. You can use these infographics and ebooks as new content on Social media and even submit it on other websites to drive traffic.
An amazing example of this is Brian Dean at Backlinko. At the end of each his post, there is a downloadable resource of the same post in the form of either infographic or eBook. This way he reuses the same post twice to make amazing content. Here is an example.
6. Republish on Other Platform Like Slideshare or Medium
Slideshare presentations give you a great opportunity to educate people as it offers only the most important points with the help of stats, graphs and images.
With a global rank of 416, Medium is another great platform for a blogger in any niche to republish their content and reach a new audience for free.
Creating an account on Medium.com is pretty easy as you can use any of your social profiles or email to sign up. Medium even takes care of duplicate content as they use the rel=canonical tag.
With the right strategy, you can keep driving traffic from old content for as long as you wish. You don’t have to struggle to find new content for every marketing channel all the time. Just repurpose some of your old content and share it in ways that you haven’t used before. I have listed some of the ways that I found useful. If you know any other methods to repurpose old content, let me know.