How and Why to Promote Your Old Blog Posts
Do you promote your old blog posts?
Our older blog posts don’t usually get a lot of attention. Once they’re bumped off the home page, only a dedicated reader will go hunting aroun for your older posts. But there are some real treasures buried on the second, third… tenth and eleventh pages of your blog!
Lots of our content is posts that are relevant only there and then: posts about something that happened in the news this week, personal posts about what we got up to this weekend, posts we’ve written to join in with something else that was going on in the wider community. Those posts are probably not something you could share again six weeks or six months later. But there are other posts, which we generally refer to as “evergreen” – because their content is relevant again and again. Posts like recipes, how-to posts or tutorials, or experience posts that can be helpful to others can all be re-shared time and again. Then there are the seasonal posts which will be just as helpful to your readers next Halloween/Easter/Christmas.
If we don’t actively share these old posts, they can easily sink into our archives never to see the light of day again. When you think of how much effort you put into those posts, doesn’t that make you sad?
By promoting old posts you can bring more new readers to your blog who may not have seen them the first time around. Older posts can also make up a large percentage of your traffic. A while ago I began promoting an old post (from Single Mother Ahoy) on Twitter. It was picked up by Mumsnet and they made it one of their blogs of the day. Suddenly an old post from two years ago was one of my top 10 most popular!
If you think about how much your blog and social media accounts have grown over the last twelve months, it’s entirely possible that a large chunk of your audience didn’t see the post when it was first published – why deprive them of these posts that may be incredibly informative or useful for them!
Here is how you can make the most of your older posts:
1. Identify your evergreen content
Spend some time going through your old posts and identifying which ones you could re-share. You can also use Google Analytics to identify which posts have been most popular over time. Make a list of posts you want to share. It can be as long or as short as you like; I suppose it depends on how long you have been blogging, and what sort of content you usually post.
2. Polish your posts
Before re-sharing a post, go and edit it. There will always be at least one thing you can change to make it better. Check that it reads well, and there’s not anything in it that would be irrelevant if you shared it again later; try to make it as timeless as you can.
3. Create a master document
Once you have your list of posts, and you’ve been through to make sure they are all still relevant, create a master document. I use a spreadsheet for this, but an Evernote note or a Word document would work just as well. For each post, make a note of the link. You could also compose a tweet to go with it, so that it’s easier to share.
4. Schedule some tweets
If you’re using a twitter sharing schedule you could perhaps dedicate one slot in your schedule per day to sharing an old post. If you’re using a scheduling system like SocialOomph you can upload your tweets in one big batch and set it to post one per day at a specific time.
Other Ideas for Sharing Older Posts
1. Include your top posts in your sidebar
If you’re using WordPress you can get a plugin called Top 10 which will automatically give you a list of your ten most popular posts as a widget in your sidebar. Otherwise you can create your own list. If you don’t want to put it in your sidebar, you could include it in your About page – just make sure you update it regularly so that your About page is up to date! (read more about About pages here)
2. Pin them!
Pinterest is a great way to get eyes on older content. Just because you’ve pinned a post once, don’t think you can’t pin it again! If you invest a little time in pinning just one or two posts each day to different boards, it can make a massive difference.
3. Share on Facebook
I share an older post on my Facebook page every day. I tend to do this by going through posts from this month last year, and scheduling a bulk of them at a time. Again, I only share posts that could be considered “evergreen” so that I’m not sharing things people won’t want to see.
4. Share with #ArchiveDay
On a Saturday you can share old posts on Twitter using the hashtag #ArchiveDay. I set up this hashtag a while ago, and it’s a great tag where bloggers from every niche tweet their old posts with the tag, and then retweet others.
You can also join the #ArchiveDay Facebook group and share your posts there.
5. Share Seasonal Content
Go through your old content to find seasonal posts, for example Christmas decorations, Valentine’s gift ideas and so on. You can then set diary notes or reminders to ensure you share these at the relevant time of year.