Recycling has been talked about for a long time now and how it is important to help save the planet with which we live on. I don’t disagree but the recycling I am talking about may just save you from losing your mind. I am talking about recycling old blog posts that you wrote and may either be relevant again or you have more information with which to expand on your original argument.
Everyday I look at the statistics of my blog. Where are my visitors coming from? What are they searching for? What are they clicking? Which blog posts are getting the most views? I do this so that I can learn about how to cater to my followers for the future. I want to continue to grow my audience, and I assume you do to, but sometimes we get caught in a rut and don’t have any creative ideas and need some inspiration.
When you look at your stats you are looking for what has been most popular. Is there a theme? Are people reacting to news stories, personal stories, product reviews? What is the correlation between popular posts and views / engagement / interaction? Dig through them and see what you can expand upon and create a new series of popular posts for your site.
Let’s take a real estate agent for example. They wrote about the housing bubble bursting a few years ago and it was the most popular blog post on their site and continues to generate regular views. Assume that we are in a more robust economy and demand is higher than supply. Clearly talking about the bubble bursting might be a good idea right now since there may be correlations between the two time periods. Analyze why the post was written before and find data to back up your belief that the market is going to crash again or that it is going to continue to flourish. Be sure to reference the old post with a link to it so that you give the readers a reason to review what you wrote previously.
Your job of recycling is not done though. You now have the opportunity to present both blog posts to those following your social media accounts. Create a terrific headline grabbing tweet and link to the new post with a reference to the old post. Be sure to captivate the audience with your 140 characters (less the link) so they cannot help themselves but to click to the new post where they will see the link to the old post.
One other trick I incorporate into my recycling program is to look again at my stats and find what did not generate a high number of visitors and recycle those. I like to refer to them in a way that tells the audience that this content is worth their time. Simple words such as, I remember when I wrote this. Or this post brought back good memories. You are giving the idea of positivity.
If you are in the food industry, let’s say you are a restaurant, and you provide recipes to some dishes on your company blog but for whatever reason it did not resonate with your audience and did not generate the views you had expected. Don’t fret, just recycle the blog post. Mention on Twitter or Facebook that the main ingredient is back in season or available now and that the reader can make this quality dish with these ingredients. In the time between the first post and the tweet there is a good chance, if you have been doing your social marketing consistently, that you have new followers who have never seen the recipe and are not going to take the time to go back through old posts.
Recycling your content may bring new followers and comments and allow you the opportunity to engage with your audience again while re-introducing yourself to those that may have forgotten about you.
Jason Bahamundi is a marketing specialist with Sonix Studio, a web development, design, SEO and hosting firm with offices in Green Bay, Wisconsin and Dallas, Texas. An MBA graduate from Iona College in New Rochelle, NY with a BS in Marketing from SUNY-Oswego Jason started his career in marketing in the television industry creating marketing plans for Fortune 500 companies including Pfizer, Clorox, Kraft and Darden Restaurants to name a few.
Jason is not only a marketing professional, but also an Ironman triathlete, which is to say that he knows no limits. Being able to be creative on the fly is one of his assests and has benefited him and his clients along the way.