You love your business blog, and it’s an essential marketing tool. However, you’re missing out on traffic. Google’s serving up personalized content, and if content isn’t fresh it’s dead. Although you have great content, it’s unappreciated, because no one sees it.
Here’s the key to making the most of older content – plan to revisit and revive it. It takes less time to polish older content than to create brand new material.
Let’s look at how you can turn older content into a traffic generator.
Tip: while you’re revising, update your calls to action (CTA).
1. Revise older content, and republish it.
How much content do you have? I have several thousand posts on some of my blogs, so this year I’m making a concerted effort to bring back older content that’s appropriate and valuable for my audience today. If your blog’s older than a few months, your visitors will completely miss the content you published when your blog was brand new and you had little traffic.
While you revise, you can add new content as appropriate. If you’ve changed your mind about something in the original post, create a heading: “Updated in 2014”, then add your new information and insights.
Add internal links as appropriate to fresher content. If you’re using WordPress, consider using a related posts plugin.
2. Create new content, linking to your older content.
Keep a list of the content you’ve freshened. You’ll get story ideas from it. Then, when you create the new content, quote and link to your older content.
If you have posts you’ve written in series, turn them into ebooks, and offer them as downloads. One of my blogging friends has been collecting her series posts into ebooks, which she offers in EPUB and MOBI format, as well as in PDF. Here’s a comparison of ebook formats; they tend to be confusing. In a nutshell: MOBI’s for Amazon’s Kindle, EPUB is for everything else.
3. Create roundup posts, linking to older posts.
Large blogs which post multiple times daily offer round-up posts on a specific day of the week. Consider doing a roundup once every couple of weeks, or once a month, going forward.
You can create roundup posts at any time that it’s worthwhile for your readers. If you’ve been getting lots of questions about something you’ve covered before, create a roundup post on the topic. For every person who asks a question, ten others will have the same question.
A “this time last year” roundup post brings back content today’s visitors haven’t read; you can create these kinds of posts if you’re too busy to create new content for your blog.
Your business blog is an asset; so are its archives. Make the most of them.