Content Creation Without Starting from Scratch: Introducing Blog Post Republishing

04 December 2015

Content Creation Without Starting from Scratch: Introducing Blog Post Republishing

Creating new blog content week after week can feel a bit like being on a content-creation hamster wheel. No sooner is one post published, the next needs to be planned out and written. Again and again.

Then, after being publicised on social media and read by email and RSS subscribers, posts can disappear into history and never be read again. This is because, while some will earn some decent search-engine attention, others just don’t seem to make the grade.

However, this does not have to mean that those posts were a waste of energy and resources. Blog posts can be reviewed and republished as new posts, updated with new information and presented in a new way.

It is not just old posts that get no organic search attention that can benefit from republishing. It might be that you have some highly successful old blog posts that are embarrassingly out of date, offering now-incorrect advice that could compromise your readers, such as outdated link-building ‘wisdom’.

How to republish old blog posts

1. When republishing old blog posts that have seen some success in Google organic search results, be careful not to change too much of the text. Google has indexed the post and seems to like the contents, so just change the out-of-date parts of the post and focus on adding extra value rather than removing what is already there.

2. Focus on evergreen content. If you have posts announcing new Google strategies or the latest social media news, these will become dated very quickly. The best content to republish is posts that can offer ongoing value to readers.

3. Avoid duplicate content penalties and the loss of link value by keeping the URL of the republished post the same as the original post.

4. Add new title images to older posts that don’t already have them. Many bloggers now create images to illustrate the titles and topics of their blog posts before publishing. If you are republishing an older post that is not yet illustrated in this way, create a new image using Canva or Buffer’s Pablo to make it more appealing and shareable.

5. Update the ‘published’ date of the post when republishing, and consider adding a note to the contents to explain that it was previously published and comprehensively updated on date. This will avoid confusion if there are dated comments under the post from its original incarnation.

6. Add extra value to the post, such as embedded videos or infographics, which will encourage engagement and make the revamped post worth your readers’ while.