For those that have been creating blog content for quite some time, a collection can add up sometimes going back years. Some may even make the suggestion to delete them or archive them to clear room on your website for more blog posts, but don’t give in! If done effectively, recycling old blog posts can give substantial content if you don’t have any and with SEO can drive more traffic to your website. However, to do it right, requires maybe as much effort as writing new content. But when recycling content, you can’t just repost a blog because it is outdated.
There are two types of blog posts that should be recycled: Outdated news content that is relevant to a specific audience today and content that is relevant, but drove no website traffic. Outdated news content is a blog post or article that was published at a very specific time, like promoting your appearance at an event or how your product/service was effected by an outside source (ex. Meltdown & Spectre hack). But, traffic dies as soon as this no longer becomes an issue. This can be recycled to anyone who is interested enough in your company, product, or service to research and learn more about you.
The same goes for relatable content that is relevant today, but it can be recycled to remind people and drive traffic. For example, if you have a post or article about why updating website themes are important for functionality and security, it is always relevant and can be recycled to gain attention and drive traffic to your website.
The vital part of this is the revival strategy. Whether it’s refocusing SEO or posting it on social media, this is what will drive traffic to your website. Another strategy to consider is repurposing. For example, let’s say you have a how-to article. You can repurpose this content in the form of a video or turn it into an infographic. Whichever strategy you chose, make sure to generate reports to see what is working and what is not, depending on your goals.