On Blogging: Repurpose + Repromote Older Content

On Blogging: Repurposing + Repromoting Old ContentCan I be honest? I work really hard on my blog posts. I put a lot of passion, care and love into everything I post here, or send out in my newsletter. When I finish a piece of content, I feel so proud and eager to share it with as many people as possible.

Before I began blogging with direction and purpose, I rarely promoted my posts heavily. I would tweet out links on occasion, but that was as far as I’d go. Self-promotion didn’t feel comfortable to me, I thought people would think I was full of myself, or that they wouldn’t respond well to what I was sharing.

Everything has changed now.

I’ve accepted that there is value in my content, and that I should share what I’ve produced with as many people as possible to live out not only my brand’s purpose, but my own purpose as well. So, that’s what I want to talk about today: how to repromote and repurpose older blog content to help increase your traffic + keep eyes on all of the amazing content you’ve created.

Just because a post is a few days, weeks or months old does not mean it’s outdated. Most posts don’t have expiration dates on them, so by sharing them consistently, you’re giving readers more of a chance to soak up good information. If you’re a WordPress user, there are plugins like this one to make that process incredibly simple. Personally, I opt to skip over the automated re-share systems and developed my own strategic method of sharing.

Here are my top tips for repromoting and repurposing older content.

>>Look at what’s happening now –current events, hot topics in the blogging community, special events that are taking place. Then, review your content and pick out select posts to share throughout the week that will be relevant and helpful during that time. It’s a little more time consuming, but it helps target and position your content to yield the best results possible.

How I do it: a few nights a week, I join in on some awesome Twitter chats with creatives and bloggers. The topics of those chats are usually shared a few days prior, so once I know the deets, I’ll jot down a few posts and get links ready so that I can reshare them during the chat! Simple and reliable way to draw eyes back on that post, encourage shares and increase visits to the blog.

>> Dig into your archivesDuring the week, I also share posts on Twitter and Facebook from my archives. I usually preface those post with “Archived / ‘Post Title Here'” just so everyone knows I’m sharing content off the regular posting schedule. I determine how to share these posts in a few ways: by looking at questions I’ve received lately from new readers; looking at which posts have been shared frequently; and, by going back to posts that resonate with where I am in life. When I’m having somber days, I’ll be more likely to share posts like this one, or this one.

Oh, and I also repromote older posts by linking to them in new post, like I just did above! That is also a nice boost for SEO.

>>See the bigger picture in your content. Along with repromoting old posts, you can also repurpose them to create new content. Use your own work to inspire you –repurpose them as content for newsletters; expand on them to create new offerings like e-books or e-courses.

>>  Refresh and repost! If you’ve been blogging for a while, you probably have a full stock of archived posts. Getting the chance to go back and equally re-promote them all can be extremely difficult. So, rather than trying to share all of that old content to keep fresh eyes on it, why not create a series filled with tips that you’ve already expanded on in other posts? That gives you a chance to link to those posts in a new post, share it right on your blog, and promote it as fresh content. A post called “My Top SEO Tips” can be a post with quick summaries of all of the SEO posts you’ve written over the years. You get fresh new content, and still keep the old content relevant.

Do you repromote and repurpose your old content? Share how you do it, or why you don’t, in the comments!

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  1. It just occurred to me recently that I should be repromoting and repurposing some of my old content and I really need to get on it.

    Rowena @ rolala loves

    • It’s a great way to keep traffic coming to your site, even when you aren’t creating at the moment!

  2. Great tips! I always like sharing older posts. Just because they’re old doesn’t mean they’re useless! Which Twitter chats do you like to get involved in?

    • My favorite twitter chats are #BlissChat (Thursdays) and #CreativesChat (Mondays) –this week I’ll also be joining #FireWorkPeople (Tuesdays)

  3. Great post! I used to be really good at promoting older posts but have been slacking recently. Def something Im going to start back doing. I love how you prep older posts for twitter chats too! I’ll have to try it!

    • I’m sure there are apps/sites that work with SquareSpace to automate tweeting/posting old posts too, that may help to get you started!

  4. Hey Amber! I discovered your blog through a twitter chat recently and remember that you posted some helpful links during the chat. It’s so cool here that you prepared them for the chat – such a great idea and so helpful 🙂 this post is great in that I have always debating sharing older posts but didn’t want to overwhelm or share too many times but I love all the ideas you gave. Thanks girl!!

    • Thanks so much Kercia! Which chat were you in?! I hope these tips help you get some growth from your older content!!

      • #blisschat or #creativeschat I don’t remember which one though! 🙂

  5. Hello, hello! Love these tips. Quick question – do you have a list of your favorite twitter chats somewhere? Also, I just recently went through and created much more pretty and organized archives and I’m hoping that makes content easier to browse through as well.

    • I don’t have a list of my favorite chats, but I could definitely compile on and share it! Right now, I’m loving #BlissChat and #CreativesChat

  6. this is great! I’d been considering sharing older, yet relevant posts and you’ve got the right advice, so thanks!

    XO Sahra
    Que Sera Sahra

    • So glad you found the post useful!!

  7. Amber’s right! Repurposing or repromoting content can drive more traffic, but also allows site owners to extract the most value from each article or content they have already written. Though, the most critical aspects of executing a successful content resharing strategy are:

    1) Only reshare evergreen content (not everything)!

    2) Reframe the content / message that is posted onto the social networks. As Jon said, take a fresh approach to each posting.

    We’ve worked with dozens of high-traffic sites, and they are getting substantial traffic and engagement from sharing old posts.

    If you don’t mind, allow me to plug the Content Resharer Pro plugin created by my team. A free version is available on the WordPress repository. Based on feedback from actual users, we implemented all the features necessary to share old posts correctly (i.e., reframing content, multiple messages per article, multiple social accounts, etc.). If interested, links to both free and Pro version are below.

    http://codecanyon.net/item/wp-content-resharer-pro/9059658
    https://wordpress.org/plugins/wpsite-content-resharer/

    Amber – let me know if you want a complimentary copy of the Pro version to see how it works. Thanks!

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