Creating new content at the pace that 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 for repurposing old blog content to increase traffic without continually creating new content. Instead, we’ll use old blog content to our advantage!
Method 1: Adjust the Title Tags
Meta tags are a simple way to provide search engines with information about a website. According to Google, increasing links and website rankings depend heavily on meta tags and header descriptions.
So, What to Do? How to Repurpose Old Blog Content?
Log in to your Google Search Console, navigate to the Performance > Search results section, and click on the Pages tab.
Here, take a look at your blog pages based on impressions and clicks.
Next, do the following step-by-step:
Assess the CTR reports to check which posts received less than 5% engagement.
Next, click on the page link that has less than 5% CTR to select it, then 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 higher engagement rates and integrate them into your pages.
This strategy is a simple but effective method of boosting rankings and increasing traffic to a specific page on your website.
When performing a particular search, people will not engage with pages that do not reflect a relevant title or content to their search. Pages with relevant keywords receive more clicks, which increases Google’s 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
Good content, especially evergreen content (material that never goes out of date), doesn’t lose value after one posting.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 a year, sharing a good blog post up to ten times is a great practice.
Buffer is an excellent tool for reworking blog posts for reuse on social media. Changing the Title and Description of blog posts gives them a refreshed feel and drives more traffic.
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: “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. Then, take a blog post and turn it into a variety of other forms. One post can be 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 X or LinkedIn doesn’t push people to the source site. Still, 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.
Driving traffic to older blog posts isn’t tricky. It doesn’t require new content or additional link building; it only needs a little effort to refresh what already exists. The trick is in the promotional practices. Share on social media repeatedly, and watch old content circulate like a brand new blog post.
