The problem that most bloggers suffer from is leaving their old blog posts to dry.
Think of your blog posts as seeds you’ve planted in your backyard. You used the right soil to tuck them in, exposed them with the right amount of sunlight, and watered them on a regular basis. At one point, you see the seeds grow into a sprout with a promise of becoming a plant someday.
However, after time passes, you’ve moved on to planting other seeds and abandoning the old ones you’ve planted. Soon, the sprout will wither and be forgotten into oblivion.
The same process also takes place with your old and ignored blog posts. After writing and promoting them, you just move on to the next posts and forget about them.
As a blogger, you need to take care of every seed you plant in your backyard. The growth of your posts regarding performance will determine the kind of garden you will have. Your visitors wouldn’t want to wander around an empty yard. Moreover, no post will flourish with the kind of treatment you give.
Therefore, it is imperative that you treat your blog posts like a living organism. They need the constant attention and care that a plant would need from its taker and environment. That said, you need to do the following for all your blog posts so you can make your blog into a bountiful backyard.
Update your posts
If there are recent developments in the topic you wrote about on your blog, then your post should reflect the changes in the content. In other words, you need to edit the post to include the changes that took place. If necessary, you should offer your two cents about the latest development and actionable tips to help guide your readers.
By updating your post, you keep your blog post relevant for the benefit of your readers regardless of how long since it was first written. Also, since Google values freshness and quality, you can help increase the search rankings of your page.
An excellent example of this post is Brian Dean’s post about his Skyscraper Technique, which has been published since 2014 but has been recently updated last year to include new information. Also, the post sites atop Google SERP for the search phrase “SkyScraper Technique.”
Repurpose your content
Breathe new life to your old blog posts by transposing them into a different format. You can turn them into an infographic, podcast, or video. Your audience may have different preferences when it comes to consuming content from your blog, and repurposing them allows you to deliver them in a format that each like.
Take a cue from Adam Connell when he repurposed his massive interview post into an infographic at Tweak Your Biz. While the content offers the same infographic, both are posts unique and exclusive from each other. You can read how repurposing his post into an infographic allowed him to increase his social shares and engagement.
There are many other ways that you can repurpose your content, but this WordStream post covers the basic principles that will help set the foundations for your understanding regarding this tactic.
Uncover their organic search performance
Without you knowing about it, some of your old posts may have been driving organic blog traffic. That is why it is important to install Google Analytics and Google Search Console properly in your blog. You will have a wealth of data about your content and search performance available at your fingertips that you can use to improve the performance of all your posts and unlock their true potential.
For beginners, navigating through the dense field of numbers and data of both analytics tools may be quite overwhelming at first. However, by referring to this post by Jason Acidre, you will be able to identify the long tail keywords that your blog is ranking for and re-optimizing your posts for their respective long tail KWs to increase their SERPs. The process indicated in Jason’s post will require you some elbow grease to get it done properly, but the effort will be all worth it.
From the tips mentioned above, taking care of your old posts shouldn’t be difficult. Since the content also exists, all you need to do is make some minor tweaks from time to time to make them work towards your favor. By tending to your old posts, you will be able to grow your blog into a lovely paradise for your audience, filled with relevant content that sparks their interests.
Author: Christopher Jan Benitez
Content marketer during the day. Heavy sleeper at night. Dreams of non-existent brass rings. Writer by trade. Pro wrestling fan by choice (It’s still real to me, damnit!). Family man all the time.