9 steps to repurpose blog posts

Content marketers can grab views and boost visitor numbers without the hassle of creating articles from scratch. Here’s how to republish what you already have.

We all need to refresh from time to time.

Whether it’s your clothes, hairstyle or deodorant, change is a good thing. The same applies for the content on your blog.

Not only does it improve your website’s search engine ranking, but it also increases the readership of your site. Plus, you don’t have to sweat over trying to come up with a brand new article.

If you wrote a stellar blog post a year ago on a subject that is currently trending again, you can—and should—revamp the article to attract new eyes. Your current readers may not have any idea that this old article applies to a current topic.

Here are a few steps to make what is old (blog-wise) new again:

1. See what’s on top. Review your old posts to see which ones are high-performing.

Check your analytics to see which one has a lot of inbound links, social shares, comments and traffic. This will guide you in your selection. You can also use a post that isn’t a top performer if it relates to a current subject.

2. Keep the URL. When rewriting a post, keep the URL the same and just update the old post. Publishing duplicate content can lower your ranking on search engines.

3. Check its style. Your entire blog might have undergone a facelift after you published the post that you are currently reworking.

When republishing, review the style of your post to make sure it fits in the new blog.

4. Add an editor’s note. You have readers because they trust that what you have to say is accurate and truthful. Adding an editor’s note at the end of your post continues that reputation.

It can be something simple like, “Editor’s note: This was originally published in June 2015 and has been reworked to include additional content and new information.”

5. Check your information. You might find that new information has come to light when you are rewriting a post. Properly research the information in order to provide the most accurate summary of the subject.

6. Check links. Another issue with older posts is that if you have links associated with them, they might no longer work. Review your links on the new post to make sure that all direct to working pages.

7. Fix keywords. Keep the previous keywords associated with the post and add any new and relevant keywords to your new work.

8. Perfect your metadata. Also take a look at your metadata to see if it has to be updated. Take this time to make it both enticing and appropriate.

9. Republish and alert subscribers. The last step is republishing your old post. Most blogging software allows you to simply edit a previously published post. Once finished, send an email alerting your subscribers to the new post.

Track the post’s before-and-after performance. Some of the data you should look at includes before-and-after views of inbound links, post views, comments and social shares.

Following these steps can create an easier writing day for you—and new, relevant material for your readers.

What steps do you take when rewriting older articles for your blog?

Mickie Kennedy is the founder of eReleases. Follow him on Twitter here. A version of this article originally appeared on PR Fuel.

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