If you have been running your blog for a long time, it probably has a lot of old posts that don’t enjoy a lot of attention from the visitors. It’s a shame because they still might have some value.
Are there any ways to bring them up to the surface again?
Yes! In fact, a lot can be accomplished with old blog content if you know how to optimise it properly. For example, you can increase the number of visitors to your blog in a short period without applying too much effort.
This process is often called historical optimisation.
What is historical optimisation?
Simply put, it means that old blog content gets optimised and updated to be more relevant and up-to-date. “Old content” includes those posts you’ve written a couple of months ago and earlier.
The benefits of recycling old blog posts by applying historical optimisation:
- Low cost (no need to create original content)
- Small effort (only minimal work with content)
- Incredible potential (recycled content can achieve the same popularity as fresh)
If you’re not convinced of the possibility of the resurrection of old blog content, listen to this. An ongoing internal project called “historical optimisation” by Hubspot is one of the best examples of success. It was aimed to generate value from content they’ve published in the past.
It achieved some impressive results, including:
- The increase in the number of monthly live search views of optimised old posts by 106 percent.
- The number of monthly leads generated by optimised old posts more than doubled.
- How does that sound? Optimisation of old blog posts is something worth doing, so why not spend some time trying it?
Here is the list of the best way to repurpose and optimise your old blog content to generate new leads.
- Fix Keywords Issues
Older content has some shortcomings, with keywords being one of the most important. It contains those tired keywords that don’t work anymore. Perform resurrection of this content by replacing them with the most current keywords. For that, you might need some keyword research tools. The replacement may require some rewriting, but it will improve SEO results. Read the content, think about the ways to change some parts of the text. “Be careful as Google, and other search engines frown upon weird sticking in of keywords with the purpose of getting them in the text,” says Robert Green, a content manager from A writer. “As the result, you’ll get fresh content by applying minimal effort.”
- Change Titles
The title is the first thing that readers see, so it’s critical to make them as attractive as possible. A lot of good articles fall on fewer eyes because their titles were boring. For your old content, change of titles is a mandatory requirement because they already don’t enjoy the same popularity as when they were first published. One can automate the process by using topic generation tools. For example, Hubspot’s blog topic generator is one of the best out there. It requires three nouns and produces great topic almost instantly. Remember: 80 percent of your visitors will read the title of the articles, but only 20 percent will open and read them. The more attractive and compelling titles you create, the better. For example, you can use numbers, data, different rationale, calls for attention, and other tricks.
- Insert links to older posts in current ones
This is the easiest thing to do because it does not require any significant changes. Your current posts can lead the viewers to older ones if they contain links to them. Find places where you can appropriately insert these links. That’s it.
- Change the format
Your older posts provide helpful, evergreen content that could be popular today as well. What about changing the format of the articles? For example, if they are composed of plain text, you can turn it into an infographic, slideshow, or even a video? Research showed that visual aids like videos and infographics were effective at increasing the attention to content if compared with textual information. For example, the businesses who market their content with infographics grow their traffic 12 percent on average, according to Social Media Today. Moreover, people like to share visual aids in social media (plus, 65 percent of all people are visual learners), so chance your ‘old new’ content will be shared increases as well.
- Optimise images for social media
Simple tweaks can help you to optimise your old images. For example, it is a known fact that Pinterest users tend to click less on horizontally-oriented images than vertical ones. According to Social Media Cheat Sheet 2017, the max pin for Pinterest images is 2.5 times width; others social media platforms also have their ideal sizes.
Scale your images according to the latest recommendations, and they will be optimised to generate more leads.
- Provide compatibility with mobile devices
People perform more searches on mobile devices than desktops today, according to Search Engine Land. People love to browse the Internet on the go, so this trend continues to evolve. With our contemporary lifestyle, it is the only chance to do so. Test compatibility of your old blog posts for mobile devices like smartphones and tablets to make sure that more people can read them comfortably.
- Update information
This one is obvious. Let’s say you have a blog post about the role of social media in a business promotion that you wrote a year ago. A lot has changed since then, so why not update that post with the new information? If you update the text of the post and add more current tips and guidelines, you have a great chance to increase its popularity. “People want useful and fresh content, so give them what they need.
Now it’s your turn to optimise!
As you can see, there are numerous ways to give the second life to an old blog content. No matter how long it has been published – it can be updated and bring as many leads like the one you uploaded yesterday!
The tips given in this article can be summarised by the following words: make content relevant, fresh, and useful. Given that the Internet made people seekers of consistent information, you should act as a provider of reliable and relevant content.
We recommend you try at least several of the techniques described above, if not all of them. By following these tips, you’ll save a lot of money that you otherwise would have spent on content creation.
That’s it. Hope we convinced you to optimise your old blog posts!
Lucy Benton is a marketing specialist, a business consultant who finds her passion in expressing own thoughts as a blogger, and currently, works at Assignment Helper. She is constantly looking for the ways to improve her skills and expertise. If you’re interested in working with Lucy, you can find her on FaceBook and Twitter.