Can I get a rewind: how to repurpose blog content

What if you could bring old blog content back from the dead? Like, resurrect it and make it more powerful than ever before?

Don’t freak out. I’m not talking about necromancy here, just a little blog content repurposing.

It’s a nifty tactic and I’m here to tell you why it’s cool and how you can do it for yourself.

Shall we get into it?


Why should I repurpose my blog content?

That’s a good question (with an equally good string of answers). Lemme explain…


1.New posts = ball ache

Writing a blog can be total ball ache sometimes. Coming up with original ideas, writing those ideas, optimising them, posting them, promoting them. I’m tired just thinking about it. Some posts are magical out-performers and you owe it to yourself to squeeze every drop of success out of that sucker. Why let it sit in your archives gathering dust when you could shine it up and stick it back on the front page?


2.Retarget your readership

The readership you have now isn’t the same as the one you had 6 months ago, or even a year ago, for that matter. Makes sense to bring your best bits back out and tweak them for your new crew. You’ll be hard-pressed to find a reader who’ll trawl back through your archives until you give them a good reason to.


3. Sexy new keywords

Like readers, relevance and David Bowie, your keywords have to go through changes. Just think about all the extra SEO clout you could be loading into those old posts! Bet those keywords you originally used are pretty ratty by now and there are a ton of new ones you’d be better off targeting.


How to repurpose blog content

Now that you’re (hopefully) converted to the idea of repurposing your old content, we can get into how it’s actually done.

  • Harvest your top-ranking, evergreen content

Unfortunately, this isn’t going to be an exercise in styling out the posts you like best. There’s gotta be some strategy here. You can start by trawling through your analytics to see which posts ranked best. Out of those, choose the pieces which are ‘evergreen’—that is to say, always relevant and not hooked into a current trend or news event. Like this post, for example.


  • Consider the format changes you can make

Right, so now you’ve got a handful of posts you know your readership were totally into, while still being relevant in the current day. Now to give them a makeover (cue montage). Perhaps you can change the format and turn them into a listicle, infographic, video or find an industry expert and turn it into an interview? Anything goes, bro.


  • …or whether it should stay the same

Might be that your post is still brilliant just the way it is. Perhaps you only want to bring the keywords, image and facts up to date, so it just works a little harder for you. It’s your call, baby.


  • Then conduct a spot of keyword research

The final step is to research the new keywords connected to the theme of your post and any you’d like to target. Once you’re loaded up, you can revisit the content and the metadata on your post to revitalise its searchability. Bosh!


Are you ready? Great. Plunge into your analytics and get it done! I look forward to seeing your regurgitated content splatter all over my social media timeline.

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