Work Smarter Not Harder
I’ve written and published about 150 blog posts since I started working at Roger West. I say that not to brag but because, ugh. Some weeks I JUST DON’T WANNA.
I believe that, over the long term, content marketing works. Adding a new blog post every week has definitely improved our SEO and increased our site traffic. But it’s a slow, steady process. I’m still waiting for one of these suckers to go viral.
At any rate, it occurred to me that some of my fellow marketers may feel the same way. If you’ve built a nice repository of articles, can’t we just reuse some of this stuff? Work smarter instead of harder?
Yes, we can!
- Do Almost Nothing. If your old post is evergreen and already popular, you can simply change the publishing date on it to have it show up as your most recent post. Promote on social media, add it to an email or e-newsletter, and watch it come back to life. You may want to add a note that has its original publishing date and say that you are republishing it because it’s been so popular, helpful, etc.
- Do Slightly More than Nothing. Revise that old post. Consider giving it a shiny new headline and new images. Update any outdated stats or information. Maybe give it a new intro or add some additional material. Make sure you’ve optimized for SEO. Again, note that the post has been updated, republish and promote.
- Make a Small Effort. Take the idea from an old post and come at the same subject at a different angle. Or take some items from the listicle and expand on them to make their own posts. You can also take old posts and turn them into other materials – infographics, podcasts, videos, slideshares, etc.
Repurposing blog posts can help boost SEO, reach a new audience of viewers (believe it or not, some folks may have missed your post the first time around) and help add to your authority on a topic.
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