Revising existing content is an easy opportunity to help drive organic traffic to your website. When it comes to digital marketing, it is not always easy to generate new blogs, which is why it can often be helpful to repurpose what is already there. Even though fresh content is needed regularly, every now and then recycling past work is useful when you have writer’s block.
Is is important never to forget about past blog articles that have been published on your website, as each word is an extension of your company’s brand. In fact, you should take a look at the analytics numbers and see which posts continue to perform well, as those are the pieces you should update. Build on the positive momentum and drive users to your website even if those blogs are weeks or months old.
Once you have decided which content will get an update, you will need to know how to go about converting it. Here are a few common pitfalls to avoid:
- Updating a post that doesn’t need to be. Not every blog post on your website will warrant freshening up. If your business is in the tech industry, for example, every aspect is constantly evolving. Old topics can easily become outdated and irrelevant to your audience, so those posts are best left alone and not updated.
- Changing the existing anchors. If you are also updating the internal links or building out new external links to improve the post’s ranking, you run the risk of devaluing the anchors that already exist. The work should generally stay the same with unchanged anchors to build on the traffic that is already there.
- Altering the entire focus of a blog. Even when making edits to a post, the core focus of what has previously been written should not change. As you make these adjustments you run the risk of damaging the post’s existing ranking. Keep the central message of the piece the same when going over it.
As long as it is done correctly, repurposing old content will save you the struggle of having to come up with new pieces on a tight deadline. Evergreen content can always be shared across social media and your website, reaching an audience that might have missed it the first time. Increase your reach by building on your most popular posts.