How to make old content advertising and marketing new again

A major benefit of high-overall performance content advertising and marketing is that it doesn’t ought to retire. If a blog submits, article, or any piece of content does relatively well pulling in traffic, even for a quick span of time, the topic can tell future content material marketing alternatives.

Expert content entrepreneurs understand this and frequently recreate and replace content material that has added, giving it second lifestyles and greater possibilities to drive larger consequences.

From 50 clicks an afternoon to more than 200

search engine optimization representative and podcast host Dan Shure changed into capable of taking one in every of his customer’s previous columns that were part of a sequence answering reader questions and flip it into an article that delivered sizeable natural seek consequences.

The original column became part of a reader response collection on Mark’s Daily Apple, a health and nutrition website. The ‘Dear Mark’ column changed into a reaction to a question about intermittent fasting, serving best one goal – to provide reader comments. The objective shifted while the column became diagnosed as content that would be repurposed.


“The objective did change because [Mark’s Daily Apple website owners] saw over time that the article firstly drove search traffic. However, that search visitors to this single article had declined. The seek visitors became unintentional, so the goal became to completely refresh the vintage ‘Dear Mark’ access into an actual updated publish that could pressure seek visitors.”

The Process

Shure took the subsequent steps to repurpose the ‘Dear Mark’ column:

To begin, he informed the purchaser to move an actual replica of the authentic piece to an indexed, archived web page at the internet site.
He then suggested the consumer absolutely rewrite the original content material as an actual article (versus the reader-reaction layout).
The preceding content turned into replaced with the newly re-written model of the item, however, remained at the original URL as it had won authority through the years.
A link to the archived (indexed) version of the content turned into included in the new article along side a note to the reader explaining the content material have been updated, but that they could nonetheless read the authentic version.
Also, a link becomes protected within the archived model lower back to the brand new content material.

“The set-up was completed with each the person enjoys and the Googlebot’s revel in thoughts,” said Shure. Users would see a word that the thing has been up to date and that they may visit the archived version if they desired, at the same time as the Googlebot ought to become aware of the relationship between the vintage and new version, but not index the archived model.

3 Ways to Make Old Content New Again

The Results

Without any more promotion, the newly produced article led to excessive visibility and a big upshot in site visitors as soon as Google picked up the up to date article.

“The article went from slightly 50 clicks an afternoon to properly over two hundred clicks an afternoon, and nonetheless maintain one hundred twenty-five clicks per day,” said Shure.

Turning a ‘listicle’ into an enduring piece of content

Brad Smith, founding father of the content advertising and marketing corporation Codeless, said his group regularly refreshes old content to keep it applicable and supply higher effects.

“Basically, we take content material that historically performed well, however, is beginning to slip, and rewrite it, replace, and so on.,” said Smith. One instance furnished through Smith protected a replace to one among his enterprise’s personal “listicles” that worried 22 tips and about 5,500 words.

“The content turned into stable, however kind of all over the location. And even though it ranked fourth with none actual promoting or hyperlink constructing, we could inform that it didn’t really carry out for us in terms of riding leads,” stated Smith.

Solid content, however lacklustre performance

Google Analytics showed the unique piece had an 89. Sixty-one per cent jump price and 88.86 per cent go out the rate from naturally seek visitors.

“Literally, everyone that came to this page nearly left right away,” stated Smith, “Our intention became to absolutely transform it so that humans wanted to virtually stick round, and also convey it more in keeping with our contemporary positioning for capacity lead gen.”

Smith’s crew rewrote the piece entirely, decreasing the word be counted to 1,500 phrases. They additionally introduced a “real existence” instance in the content material to grow engagement and an audio version of the content recorded by using a voice actor. Custom, branded images have been blanketed all through the content to demonstrate one of a kind factors, and the group tested headline versions to determine which accomplished higher.

The content becomes additionally translated into multilingual versions for wider consumption, and Codeless ran Facebook advertisements round it to accelerate outcomes.

Added benefits of supplemental content material

“Creating custom, branded snapshots and video didn’t simply assist on-website online content material performance, it also furnished us with ammunition for creating higher advertisements too,” said Smith, “One little investment boosted page engagement and reduced ad prices. In the 3 commercials, we created for this marketing campaign, the headline and outline reproduction have been exactly the equal. The handiest difference changed into the media asset.”

Smith says the “Custom” variant of the ad outperformed the other two with a $zero.439 fee-according to-click (CPC). The “Custom” version of the advert used a custom photograph as opposed to the “Featured” model which defaulted to the featured picture used inside the submit. Smith’s team located that the “Featured” version with the default photo achieved the worst of the three ads at $1.486 CPC. It’s really worth noting here the custom picture ways outperformed the featured image as maximum groups do not use custom media in their social posts, as an alternative counting on the featured picture this is routinely inserted inside the advert.

“That’s any other 70 percentage CPC fee financial savings on the social distribution that maximum corporations leave on the table through sticking with the default featured blog put up a photo,” stated Smith.

The video option became 2d at $zero.617 CPC and a 1.051 percentage click on-thru-rate. Overall, Codeless turned into able to drop exit costs for the content by using 23 per cent and improved the common session duration from SERP site visitors via 280 per cent.


I have been working in the field of SEO and content marketing since 2014. I have worked with over 500 clients and more than 100 websites. I started blogging in 2012 and have now made my first steps into the world of freelancing. In my spare time, I like to read, cook or listen to music.