How to Get More Out of Your Existing Blog Posts
Did you know - 50% B2B marketers find it challenging to consistently crank up new content? Yes, the struggle is REAL! However, instead of working yourself up about publishing x number of posts everyday how about you give your existing blogs a good look? But, why you’d ask. Why should you revisit your old blog posts and not get on with writing more? How can existing blogs get you more mileage?
The answer to both these questions is simple. Your existing blogs have ample room for innovation and improvement. Despite being ‘old’ they can still get more digital footprint, conversions, and make a strong case for brand awareness. But this doesn’t mean we’re asking you not to write anything new at all!
All we want you to do is strike a balance, especially if you’ve been blogging for a while now. That’s because you might lose old blogs to time. They get buried under the weight of freshly brewed content. Even the best ones are forgotten. So, how is it that you can bring ‘em back to life? Let’s find out together.
#1 Give your Top-performing Post a Makeover
Get your magic wand out and give your best-performing blog posts a handsome makeover. But hang on a second. Not so soon. Before you start off, do some research. Head over to analytics, check for the ‘evergreen’ blogs that have performed well over the years and update them. Get rid of old data and statistics and any outdated information that’s not relevant today. Amp up the blog with fresh set of examples or points of view that are current and relatable. Even if there’s not much to update you can still add a paragraph and change images. When you make tweaks, you end up making them more valuable for your readers.
When you display the 'last updated' time stamp your readers become happy. Why? Because you took the time to actually update the post. In fact, another way of indicating that you've updated your blog is by ending your post with a disclaimer saying: “The blog was first published in 2012, but so much has happened since then that we thought of updating it!” What's more - it's good from the SEO point-of-view too.
#2 Repurpose Them in New Formats
You know how publishers come up with new book covers and new editions of published books, even novels? You can very well implement this strategy on your blog. When you repurpose your content, you redirect readers to the original post but in a new way. It’s a massive opportunity to not only save time but explore formats that have a mass appeal such as webinars, infographics, podcasts, interactive quizzes, printable worksheets, and videos. Unfortunately, as of now, only 29% of marketers rejacket old content. This means there is a huge opportunity for those of you who want to diversify content production with minimal effort
All you need to figure out is which format to pick. Let’s say, you wrote a blog titled, ‘20 Ways to Redesign Your Landing Pages To Maximize Lead Conversion’. Because it is content heavy, you can easily turn it into an an e-course on Udemy. According to the website owners, on an average an instructor can make $7,000 on Udemy! You may already be making money but additional income won’t hurt, right? You could also explore SkillShare.
#3 Republish on Other Websites
Yes, you can totally re-publish your original post without the fear of getting penalized by Google. Here’s what Google says about syndicating content:
“If you syndicate your content on other sites, Google will always show the version we think is most appropriate for users in each given search, which may or may not be the version you'd prefer. However, it is helpful to ensure that each site on which your content is syndicated includes a link back to your original article. You can also ask those who use your syndicated material to use the noindex meta tag to prevent search engines from indexing their version of the content.”
So, clearly you have nothing to worry about. Just go to Medium, LinkedIn or Quora and publish your blog posts without thinking twice. This exercise will help you expand your reach (additional audience, guys!) and gain more followers. However, don’t forget about who your audience really is. Are they on Medium and not LinkedIn or on LinkedIn but not Quora. Determine that first and then carry on with your republishing plan.
By the way, if you’re interested, you can read how Benji Hyam made Medium work for him!
#4 Publish as an Ebook on Kindle
Earlier we talked about rejacketing an existing blog (refer to #2), but now we’re talking using a couple of your blogs and bundling them up cleverly to create an ebook. To get started, you need to shortlist a few blogs that can be clubbed under one category. Next, tailor your content in a way that everything fits logically. There should be a natural progression from one section to another else it will look like an ugly collage of ideas! To ensure your ebook is a smooth reading experience, do away with anything that seems out of context or extra. Add photos and graphs so that it makes for a stimulating, visual experience.
As far as designing is concerned, you will find plenty of customizable ebook templates online. We particularly love these by HubSpot. Once you’re ready with your ebook and a crushing title, you can just go ahead and publish it on Kindle. It’s a great way of making some extra $$$! The final step is uploading your ebook on Kindle. To learn how to do that, watch the video below.
#5 Toot your Trumpet Tirelessly on Social Media
Except, don’t be lazy and share the blog link! We know it’s a time-saving trick but also quite unoriginal 🙁 If you want to light up your social network with more engagement then you better get to work. Make a bunch of fresh creatives and snippets to go along with your blog post. Hunt for informative and quotable stuff from the blog. Doing it is easy, especially if you’ve an image-heavy blog.
Technically, your blog already has enough content to begin with. You just need to be clever enough to extract key information. Your followers will keep getting redirected to the same blog without them even coming to know of it! Also, within no time, you will have mastered the formula of drafting engaging social media posts and your existing blog posts will keep getting read, re-read, shared and loved!
#6 Create an Index Page for your Blog Posts
Here’s a fact - not all your blog posts are read. Or, get as many views as you hope them to. And, it’s alright. What’s not OK is when you don’t give these blogs a chance to be read or discovered.
So, how do you make them resurface so that they can work their magic?
The solution is pretty simple. You can create a page where you showcase or archive your blogs. This will ensure that your blogs are read and shared! It can be something like this. See how cleverly all the blogs have been combed in various sections? Or, you could create a blog and cleverly insert links to posts which make the blog richer. Love how Samuel Hum of ReferralCandy does it on his blogpost (screenshot of a section below). In fact, right at the end of his post, he lists out all the links for an ease of reference for his readers. Clever much?
#7 Turn your Blog into a Downloadable PDF
As it turns out, it’s an excellent way of building your email list. You could even condense your blog into a checklist and ask your readers if they’d like a copy to be delivered to their inbox. We stumbled upon a blog, The Semi-Ultimate Guide to Self-Editing Your Content Like a Pro’ by Aaron Marsden. Somewhere after the introductory paragraphs he forewarns his readers that the post is quite lengthy so if they are not up for it then they can download a checklist. Although, he doesn’t ask for emails, but you can, if you plan to follow his steps.
Over to you now! We’d love to know what you make of these tips. Which ones appeal to you most and whether you would be giving any a shot? If you do then let us know if it worked for you!