Blogging used to focus mainly on mommy blogs for stay-at-home moms to post about their favorite recipes or fun vacations to take with the kids. As blogging evolved, small businesses and freelancers took advantage of SEO for rankings to drive tons of traffic to their website, and well, the rest is history. However, now there’s pages and pages of old blogs that are still active; yet, taking up space. So, you may wonder what you can do with your old blogs.
Continue reading today’s blog to find out and see how recycling old blogs can save time and increase your bottom line.
Why Bother With Old Blogs?
It may sound odd to reuse blogs from 5 or even 10 years ago, but it’s the type of blogs that may be useful, not how many. Back in the early 2000s, content managers were more concerned with getting quantity, not quality, blogs to rank on search engines. A bunch of old posts eventually get buried, and evergreen posts have been done to death, so it becomes harder to keep an inventory of your content. Still, scaling back on old content helps increase your crawl efficiency, so Google doesn’t need to crawl through thousands of URLs to find a hundred pages of useful content, they may note that and spend less time combing through your content going forward.
From a marketing perspective, your content represents your brand. Refining the content you showcase to the world helps shape your authority to customers; therefore, optimizing and curating your existing content can do several things for your image:
- Ensures value for users and the business
- Gives your collection of content a more precise topical focus
- Makes it more easily discoverable
What to Keep: Inventory and Assessment
- Inventory: Your priority should be to take thorough stock of all your content. Gather a full list of all your URLs and coordinating metadata, which is quite helpful in both evaluating and documenting. Whatever type of content management system you have, obtain the list, which could be just exporting a database field or getting URLs from Google Analytics data, Webmaster Tools, or a full crawl using Screaming Frog.
- This is also an excellent time to assess your links and see if they’re still active or different from that of your CMS.
- Assessment: Once you go through your inventory, it’s time to assess the content to see what’s worth holding onto and what can be eliminated. Ask yourself these questions:
- Is the content beneficial to users? In other words, is it helpful, engaging, informative, or relevant? Does it answer questions, helps solve problems, or keep them interested? This could be anything from a study guide or a graph about statistics on a trending topic.
- Is it beneficial to us? To help drive conversions and business value, useful content needs to earn organic rankings, traffic, or backlinks. Also, cementing effective topical authority and establishing branding is valuable for any site.
- Is the content good? Remember how I stated above that companies used to only care about quantity and quality, not so much, well this is a good time to re-evaluate your content. Does it flow well and is grammatically correct? Most of all, does it have a point?
- Is it relevant? Consider whether your content is relevant to your site, industry, or customers. If it’s not, is there any other reason to keep it? If not, get rid of it.
- Is it causing any problem? Content that is duplicate has any plagiarism, or is a legal liability, among other issues, are issues you don’t want. This is a good time to identify similar blogs that target the same topic and consolidate them.
Now that you’ve identified what content you have, it’s time to label two piles: a “keep” and “don’t keep.” Any non-keeps can be directed to either the homepage or the most relevant current blog post.
What to Do With Old Blogs
All of your posts that are in the “keep” file have now been labeled as having a value of some kind. The next step is to improve, update, expand, and promote the content.
Get out your magnifying glass, so to speak, and go through the content with a fine tooth-comb. Target your content for grammar and flow, as well as observe whether it has a clear point, targets a specific topic, and is in the proper language. Next, ensure your content has the technical improvements it may need, including alt text, relevant interlinking, or design markup. Last but not least, organize it, so it flows well with line breaks, pull quotes, and imagines to keep people on your page longer.
Expand or Update
If some of your blog posts don’t need improvement, repurposing them or updating the information can do wonders and doesn’t take a long time. In a study conducted by Orbit Media Studios, they surveyed over a thousand bloggers. They found that almost 85 percent of respondents reported: “strong” results or “some” results” from blog content, and a further 74 percent said, “strong results” from updated older posts.
Some ideas to update or expand your post might include writing from a different perspective, including newer data, or more recent developments or changed opinions. Conversely, you could add a video, infographic, imagery, or audio content to expand the content.
Once your old blogs have been repurposed or recycled, it only makes sense to promote it as best as possible. This could include sharing it on social media channels, redating it, or maybe some external promotion such as with a marketing agency.
At REVITY, we can go a step further and write new and engaging blogs that drive traffic that leads to conversion. Our specialists know just what content works and how to promote it best. See what drives us to work hard for our clients and celebrate their success. Call us today for more information.