4 Ways to Make Old Content New Again
Content is the gift that keeps on giving—if you water it. Don’t waste perfectly good content by letting it rot after you post and promote it the first time. Keep it alive!
Factor the following four steps into your organization’s content plan to ensure you make the most of your blog articles, videos, infographics and more. Most likely, there’s far more fruit they can bear.
- Make bridges with links. Your content pieces should not be islands. Create bridges between articles, videos and more by adding click-through links.
Say you have an article on organic produce that your audience seems to love. If you create a second piece about organic produce five months later, make sure you go back to the original piece and add a link to the new piece, and vice versa.
If you post a piece on trends to watch in the new year (like this one), make sure you routinely return to that piece throughout the year and add in links to articles that explore the trends you identified. People will stay on your website if you show them the value you provide. Don’t make them search.
- Old content doesn’t have to promote old stuff. Just because you wrote an article in 2017 doesn’t mean it should promote initiatives and trends from 2017. Take full advantage of your older, fan-favorite articles by updating them to promote what your organization or industry is up to now.
If you have a conference coming up in a few months, for example, tack on a callout for the event at the bottom of an old, popular article, along with a link to register. Does your event’s education dive deep into the topic of the article? Let readers know. If they’re reading the article, there’s a good chance they want to learn more about the topic. And the same goes for paid education content, like recently released webinar and conference recordings. Let readers know how they can dive deeper into the topics that interest them.
- Yes, you can promote old content. It’s somewhat counterintuitive to include older content in your social media calendars and newsletters. But the fact is that your content, if evergreen, doesn’t lose value—so long as you routinely check it to make sure it’s up to date. So continue to promote it.
If all is going well, your readership should be increasing (have you opened up your content yet?), so you should constantly be reaching new people who never saw your original promotions for an article. Don’t deprive them of valuable insights—promote your strong evergreen content!
- Repurpose old content in new ways. If there’s a popular article from two years ago that’s still garnering strong engagement on your website, repurpose it. Perhaps you have a “What You Really Should Know About Cryptocurrency” article that’s a standout MVP. Turn the insights from that article into an infographic or video, peppering in some fresh, new information. Then, link to that new piece of content in the original article. Voila—two times the engagement on that particular topic.
With a little TLC, your content can continue to provide value long after its publication date. Think strategically about the topics you choose to write about; make sure you’re intentionally factoring evergreen content into your editorial calendar so you can reap the benefits of it.
Content can truly be the gift that keeps on giving. Just make sure to give it the time and attention it—and your organization’s content strategy—deserves.
Emma Frey is a senior content associate at SmithBucklin.
SmithBucklin Content helps you position your organization as an authoritative source of timely, relevant, comprehensive and engaging industry intelligence. Contact us to learn about partnering with SmithBucklin Content to create a customized content strategy for your organization.