3 Simple Methods to Repurpose Old Blog Content for More Traffic

By September 10, 2018May 19th, 2020Content Marketing, SEO

Creating new content at the pace which today’s marketing strategies demand is an intimidating feat.  Social media demands new content daily, but the reality of team size, budget, and time often hinder one’s ability to produce fresh blogs at such a frequency.

Fortunately, it is not required to generate new blog content every day to drive traffic and increase engagement.

Here are three powerful tips to repurpose old blog content to increase traffic without continually creating new content. Instead, we’ll repurpose old blog content to our advantage!

Method 1: Adjust the Title Tags

Meta tags are a simple way to provide information to search engines about a website. According to Google, increasing links and website rankings depend heavily on the meta tags and header descriptions.

So, What to Do?

Login to your Google Search Console and navigate to Performance > Search results section and click on the Pages tab.

Here take a look at your blog pages based on impressions and clicks.

Google Search Console performance report

Next, do the following step-by-step:

Check to see which posts received less than 5% engagement by actiavting the CTR reports.

Post engagement

Next, click on the page link that has less than 5% CTR to select it, than go back to the Queries tab.

Here you will see a list of related keywords you can target in your Meta tags. Take the keywords with the higher engagement rate and integrate those on your pages.

Related keywords

This strategy is a simple, but effective method of boosting rankings and increasing traffic to specific a page on your website.

When performing a particular search, people will not engage with pages not reflecting a relevant title or content to their search. Pages with relevant keywords receive more clicks, which increases Google rankings.

Even if a web page is initially listed higher on a search results page, rankings will drop if engagement isn’t comparable to similar standings.

Keeping relevant keywords in both the title and the meta description will slowly, but surely, increase search rankings and traffic. The effect is not overnight, but over the course of a few months, rankings and traffic will improve.

Method 2: Repost Old Blogs

“Time is a precious Internet resource, which is why one huge benefit—maybe the hugest—of repurposing content is the time it can save you in the content creation process” (Kevan Lee).Click To Tweet

Good content, especially evergreen content (material that never goes out of date) doesn’t lose value after one posting. Sharing blog links cannot be a one and done mentality. Every single social follower is not going to see the first time a link is posted. Continue to post on social media over and over again. Don’t post the same link multiple times a day, but over the course of a year, sharing a good blog post up to ten times is a great practice.

Buffer is a great tool that reworks blog post to reuse on social media.  Changing the Title and the Description of blog posts gives a refreshed feel and drives more traffic.

Repost on buffer

As individual posts gain traction, Google will take note of the increase in traffic and move these posts higher in search results. With more visitors comes the opportunity for even more shares and natural links.

Method 3: Content Repurposing

Marketing influencer, Salma Jafri says it simply: “create less, promote more.” 

Instead of rewriting about a topic, take an already written blog post and reconstruct its format.  The hard part is done.  Take a written blog post and turn it into a variety of other forms.  One post is the base for an infographic, a podcast, a video, and presentation decks.  The list goes on.

After reformatting the post, share these new formats all over social media.

The message remains the same, but the engagement and interaction increases. Give people full access to these new materials. This won’t drive traffic. Embedding a video on Twitter or LinkedIn doesn’t push people to the source site, but it does encourage relationship building and allows people to view posting businesses and industry experts in their field.

Content repurposing is about building the audience and business reputation. As business reputations build, shares and reach will increase.

“Social media is not a media. The key is to listen, engage, and build relationships.” (David Alston). Click To Tweet

Driving traffic to older blog posts isn’t tricky. It doesn’t require new content or additional link building; it only needs a little bit of effort to refresh what already exists. The trick is in the promotional practices. Share on social media, again and again, and watch old content circulate like a brand new blog post.

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