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Have you ever pulled out an old pair of pants from your closet, and found money stashed inside?
It doesn’t matter if you found $1 or $100, the reaction is always the same. You get a little thrill from the experience. Your heartbeat quickens.
And a thought pops into your head like, “Woohoo! Found money! Score!”
I’ve been feeling the same way about my old blog posts. Here’s why.
I’ve talked before about the importance of performing an SEO content audit. There are many SEO advantages to doing so — for instance, you can find and fix posts with bad Titles, get rid of “thin” posts and change any bad links.
But there’s also another huge advantage that will give you a “woohoo” moment.
Chances are, you have a bunch of old posts (maybe 20…maybe 100 or more) you can tweak, update and repost as new content.
And it’s easy, too!
This idea hit me square in the noggin when I was running my own content audit. I constantly run reader surveys, so I know my readers are looking for SEO copywriting 101 tips, freelance business tips and how to increase leads with SEO content.
I’ve blogged about these topics many times before. So many times that I forgot about some of my old posts from seven or eight years back. They may occasionally receive some social media love — and many of them position well — but they are basically “forgotten.”
That’s when I had my brainstorm.
Instead of reinventing the wheel and writing brand new posts, why not make my existing posts better?
Here are the steps I’m taking:
– I’m combing through every post on my site. Yes, every page. It’s not hard, but it is time-consuming. Every couple days or so, I find a winning post I completely forgot about. A post that makes me think, “Ooh, you are like finding money in an old pair of jeans!”
– I note the URL in the “pending” section of my editorial calendar. I know that I’ll be sprucing the post up eventually — I just have to decide when.
– A week before I make an old post new again, I review the post and look for new writing opportunities. What are “new writing opportunities,” you ask? It depends on the post. They include:
- Updating out-of-date information. This process can take a few minutes — or much more time. For instance, an SEO copywriting 101-type post can require a lot of editing. A general tips post may take an hour or less.
- Checking the links to make sure they’re still live and relevant.
- Adding (or heavily editing) the introduction. For instance, I may have an experience that is relevant to the post and be good to add. I did this for the post 5 SEO Client Types to Avoid at All Costs.
- Adding or deleting graphics.
- Including a quote, tweet or other relevant information.
- Linking to new resources.
- Rewriting bits of the content. My inner editor always kicks in and forces me to rewrite something — even if it’s just a paragraph or two.
- Changing (or adding) a call-to-action. For instance, I can add a CTA for my Copywriting Business Bootcamp to many of my freelance business posts (and no, I have no idea why I didn’t do it before.) Adding a CTA obviously helps me from a sales perspective and also lets my readers know other ways I can help them.
- Revising or testing headlines. Seven years ago, I didn’t have access to KingSumo Headlines, which lets you test different headlines. Now I do, and I LOVE trying new headlines. Side note: I like to make a bet with myself and guess which headline will pull better. The results are often very surprising.
Once the post is ready for prime-time (again), I set the post to publish. To do this, simply change the “Publish” settings in WordPress.
If I wanted to revise this post, I’d change the publication date and click “OK.” Voila! That’s all there is to it!
Here are the most common questions I receive about repurposing old blog posts:
Wait — isn’t this cheating? Shouldn’t I write a brand-new post?
You certainly can, especially if you feel like writing a new post would be more valuable to your readers. However, if you already have a super post, and you can make it even better, why reinvent the wheel?
When is recycling an old post NOT a good idea?
If the post was “thin” or poorly written in the first place, the revisions would probably take too much work.
But what about SEO? Won’t this change the post’s rankings?
Possibly, but just be smart about it. You’ll want to see how the post is currently positioning and how (or if) it’s driving traffic. In fact, if your revisions are extensive enough, it’s possible that your “new” post will position even better than the original one. This is especially true if you ignored keyphrase research the first time around.
Won’t people notice?
Maybe. But if you’re offering great value — who cares. Besides, you’ll still be writing new content in addition to repurposing your old stuff. Right? ?
Do I have to disclose “this is a recycled post?”
You could. There may be a story behind why you’re recycling the post, and sharing the story would add to the post. But you don’t have to.
How often can I get away with this?
There’s no rule of thumb that I’m aware of — and it also depends on your publication schedule. I feel OK recycling one old blog post a month.
Ready to get started with your blog? Go for it! And let me know how it goes. Feel free to leave a comment (or ask a question.)
Now it’s time to check out some other old blog posts…after all, my next woohoo moment may be right around the corner.