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Promote Old Blog Content - Market Your Old Blog Posts For Maximum Exposure

Even though blogging isn't a big work of art like the Sistine Chapel, there is a way to make it a masterpiece.

Blogs are a mix of content that is both current and timeless.

Timely content is based on current events, news stories, and pop culture, you should promote old blog content so it stays useful for a long time and doesn't go out of style.

Rarely do people update current content just because it's old news, but there is value in updating and reviving old content that will always be relevant.

Why You Should Promote Old Blog Content?

Blog in a laptop with a tablet and paper on the side
Blog in a laptop with a tablet and paper on the side

Refreshing old content is a great way to get the most out of your content and get the best results.

Here are the most important ones:

  • Google cares about the old stuff you have. They want to make sure that the audience is getting the right information, and it's even better if that information comes from a blog that has a history of being helpful. Google gives each piece of content a "freshness score," which can be improved by updating old blogs.
  • Once you make sure that your old content is still relevant, people are more likely to read it than the version that hasn't been updated.
  • It saves you from having to write a whole new post. You can get all of the benefits of a new post by putting out an old one again.
  • Backlinks are an important part of SEO. Your old posts don't have links to the newer ones you've made. To have a good SEO strategy, you need to add these links.

How Often Should You Promote Old Blog Content?

Webpage in a laptop with coffee, phone, notebook, and a pen on the side
Webpage in a laptop with coffee, phone, notebook, and a pen on the side
  • Shout Phase: The number of people who see the blog post goes up by a factor of 10 in the first 7–10 days. This is about half of the total number of people who see it.
  • Echo Phase: The blog post gets 72 percent of its views during the echo phase, which usually lasts about 30 days after the shout phase ends.
  • Reverberate: The blog post will get the remaining 28% of its views over the next 30-700 days.

With this in mind, we can all agree that updating your old blog posts gives you a lot of opportunities, such as getting more clicks, views, and sales.

How To Promote Old Blog Content?

A man typing on a laptop webpage with a notebook on the side
A man typing on a laptop webpage with a notebook on the side

Keep An Inventory Of Your Old Blog Content

The truth is that not all content is made the same.

When we talk about promoting old content, it's important to remember that only evergreen content should be taken into account.

Old content is content that is just as relevant today as it was a year ago or will be a year from now.

How-to articles, checklists, listicles, and content that answers questions are all good examples of evergreen content.

This is the kind of content you want to share on social media long after it was first published.

On the other end of the spectrum is content that is about the news.

To do this, go through your content and find the best posts that will always be useful.

Keeping a list of your evergreen content is a good idea in general, not just so you can share it but also so you can keep track of it and update it as needed.

Update Posts With New Information

Change the information in old posts and republish them.

Even though we try to make content that will always be relevant, information gets old far too quickly in this fast-paced digital age.

Stats are the first thing you should change.

As a general rule, data, statistics, and studies shouldn't be older than three years.

Find the most up-to-date and correct information when updating a post.

People are more likely to trust a study that is more recent.

Update On-page SEO

SEO wooden blocks
SEO wooden blocks

Rethink your main keywords.

This may give it the boost of newness it needs for Google to notice it.

Does your business plan still make sense with your main keyword?

Have you used it in your title, meta description, header tag, and all over your content?

You can use Google tools to find keywords that are relevant to your niche.

Just updating old content so that it fits with new SEO rules can also help you get a better rank.

Find out what your blog post's main and secondary keywords are, and make sure they match what you were looking for.

The alt tag for your images should also be set.

If you rank high for a certain keyword and your old blog ranks 10th on Google, but you get enough searches, you can easily get to the top spot with just a simple update and better SEO.

Share Your Older Posts Again On Social Media

Last, just share some of your older blog posts on social media again.

Don't worry, it's unlikely that anyone will remember that you posted this before, months ago.

And if they do, that's fine, too!

I think it's a great idea to keep a master list of all your blog posts and switch between them when you post on social media.

Social media like Facebook and Twitter don't last as long as search engines like Google and Pinterest, but they are great for resurfacing old content for people who haven't seen all of your posts.

And let's be honest, almost none of your followers have read all of your posts.

Just make sure to update the social post with new text and maybe a new picture.

If you add new content to your website, like blog posts, videos, or landing pages, add links to them in your old blogs.

It's the simplest way to keep your content up-to-date.

The links on your site should go to relevant pages to keep people moving around.

Links will improve your post's credibility and raise its rank on Google.

Make sure you fix broken links, because they lead to dead ends and just get in the way of what would otherwise be a smooth user experience.

Consider URL Recycling

The URL of an old blog post has some value on the internet that you should use.

By publishing new content but using an old URL, you can use the authority of that page in a big way.

All the backlinks to that page will help bring more people to your website and boost your SEO rankings for your new content, since the URL was already approved to rank well.

Promote Updated Content

When people fix up old blogs, the most common mistake they make is to treat the old posts as if they were new.

Give your reworked blog the same attention, marketing, and promotion you would brand new content.

Your new version will have new keywords, links, data, and even text. If it's done well, it's not the same content.

People Also Ask

What Do You Do With Old Blog Content?

You can also get more out of them by reusing or updating the information they contain to make old content seem new again.

This is a good idea, according to data. Business bloggers who update older posts are 74% more likely to report good results.

Should I Republish Old Blog Posts?

Check to see if it's a new page.

It doesn't make sense to republish posts that were just published.

It takes time for posts to get backlinks, and it takes time for Google to figure out where they should rank.

Because of this, we usually don't republish posts until they're at least a year old.

How Do You Rank In Old Content?

Focusing on the content that used to rank but no longer does is the key to getting your old, out-of-date content to rank.

Once you fix those pages, you should see results in a month or two.

After that, you can focus on pages that get a lot of views but not many clicks.

Conclusion

SEO is a part of online marketing, which is a fast-paced industry.

Its best practices change all the time.

Your content needs to be updated regularly if you want to keep up with SEO trends and give your users a great experience. Use the steps and suggestions in this post to promote old blog content.

About The Authors

Keith Peterson

Keith Peterson - I'm an expert IT marketing professional with over 10 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.

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