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Should Bloggers STOP The Promotion Of Old Content?

Profile photo of Sunday William Submitted by Sunday William July 29, 2016

Content promotion is vital for blogging success. It helps in giving exposure to the brand and providing the needed conversion for the business.

The problem with most bloggers is that they concentrate all their promotional efforts on new contents and neglect the old content completely. For me, this is a bad idea because:

> It would be difficult to maximize ROI if only new content is promoted while old content is neglected.
> There is no rule that states that we must only promote new contents.

If we concentrate our promotion strategy only on new content, we may only get spike in traffic for a just a few weeks and this will suddenly die down.

In the long run, you will discover that you have not reached out to the target audience you were supposed to reach within this short period.

Promoting old content is as vital as promoting new content. Part of the process should include updating and re-purposing the old content for the sake of sharing new information and satisfying new audience.

More so, promoting old content will add impetus to your return on investment. Thus, you can maximize ROI by:

> Updating your old content like guides, ebooks, articles, etc., with new information
> Reposting old content on social media once in a while
> Reposting old content in forums once in a while
> Repurposing old content to meet with the needs of particular audience.
> Setting up Google Alert to get updates to get feed backs on what has been mentioned about the posts we shared in the past.

Nevertheless, this is just my opinion, and it might be different from everyone else’s opinion . What do you think?

question

Should bloggers stop promoting old content and concentrate all promotional efforts on their new content?

What will happen if this be the case?


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Profile photo of Sunday William
I started with a College Degree in Business but I have been an Internet marketer and writer for 10+ years and have written 5,000+ high quality articles in diverse topics. I have also written 20,000+ comments on Kingged.com and 1,000+ blogs and/or websites. I have been working closely with Kingsley, the admin of Kingged.com for 10+ years and have been in the Kingged.com's administrative team since the first day in 2012. I highly recommend Kingged.com's Coaching and Partnership Program.

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84 Responses to “ Should Bloggers STOP The Promotion Of Old Content?” Leave a reply ›

  • Profile photo of Robert A Kearse Profile
    11

    Sunday:

    Your points on the value of “old” content will never go out of style.

    The pace of innovation on the Internet is so staggering that perfectly valid strategies and resources fade into the background due to information overload from the launch of the latest shiny new objects.

    With the rise of social media strong marketing strategies like blog comments and RSS feeds are being neglected.

    I have visited many new blogs and can’t find any trace of an RSS feed.

    You can bundle multiple old posts that are closely related in theme in a customized RSS feed, promote the new feed, and significantly increase your authority status.

    As you suggested re-purposing old content like making a PDF out of old posts and listing with document sites is a strong viable strategy.

    Don’t neglect re-purposing old content for YouTube.
    It is much easier to rank a video on page 1 of Google than a blog post.

    Best of success.
    Robert A Kearse recently posted…Make Money Online With 15 Powerful And Profitable Steps In A Daily Work RoutineMy Profile

    • Profile photo of Sunday William Profile

      Hey Robert,
      Your submission is very clear, and there is a lot of facts in it. The suggestions about RSS feeds is revealing and I think it is a strategy that will work fine.

      Applying the bundling of old posts in a customized RSS format can help increase authority status.

      Yes, re-purposing of old contents in either PDF or video will work well for the content marketer that wants to increase ROI.

      Thanks for leaving your clear thoughts on this piece!
      Sunday William recently posted…What Are You Doing About The Rising Effects Of Mobile Ad Blocking?My Profile

  • Profile photo of Barbara George Profile

    Hello Sunday,

    You brought some interesting points here.

    I haven’t bothered with promoting my old content because I keep adding new content.

    I blog for fun and always find it exciting adding new content, but perhaps I should think also of promoting old content.

    Thanks for the reminder.
    Barbara George recently posted…New Season Wardrobe UpdateMy Profile

  • Profile photo of Celine Profile

    Hi Sunday,
    No, bloggers must never stop the promotion of old contents. Especially if such contents are epic with evergreen contents. A little update and rehashing will be fine to make the content lively again.

    Promotion of old content should be given as much attention as the new ones because they could be the repository of strong back links that have made your blog remain visible overtime!

  • Profile photo of Sarah John Profile

    Hey Sunday,
    I am with your perception and that of other commenters on this topic. No, bloggers should not stop the promotion of old contents.

    Stopping the promotion of old contents will decrease the propensity of back links and exposure.

    However, I must emphasize that only ‘valuable’ or ‘relevant’ old contents should be promoted. This is necessary to achieve maximal value in the long term!

  • Profile photo of Dennis Seymour Profile

    definitely not. Just keep promoting them. chances are, you put in the hard work to create the content and it’s usually ever green. People can read it tomorrow or next year and still get a lot of value from them. I keep sharing my old but more successful posts regularly. Sometimes, a big site picks it up, even if its 2 years old then I get a flood of new traffic and subscribers. That’s always awesome :)
    Dennis Seymour recently posted…The 2 Sides of Guest Posting: I’m on the “It Works” Side, How About You?My Profile

  • Profile photo of redtiger Profile

    Hi Sunday.

    A good post is like a good friend.

    You put time and effort into time creating it, choosing your words just right, reading and refining it until you find harmony and form a bond with what you have created.

    Welsh composer Joseph Parry said about friends: “Make new friends, but keep the old; Those are silver, these are gold.”

    So why throw the gold out of the window just because it is no longer yesterday’s child? A masterpiece will stay a masterpiece as time goes on.

    Seeing that I am in the mood for quotes allow me to twist one to fit my comment: Freshness, like beauty, is in the eye of the beholder.

    A few people may have seen your post when you first created it. Millions did not. To them content is fresh when they see it for the first time. As long as your information is valid there is no such a thing as
    an old post.

    Keep your evergreen content and allow it to work for you whenever. You made it. Be proud of it.
    redtiger recently posted…Is your paradigm holding you back?My Profile

    • Profile photo of Sunday William Profile

      Hey Redtiger,
      I completely agree with you ” as your information is valid there is no such a thing as an old post.” Old content will continue to make better impact as long as it is relevant.

      From your contributions and quotes, it is clear you are against stopping the promotion of old contents. Your thoughts are noted and the quotes you provided to buttress your points are, indeed, very much relevant.

      By the way, I love this and will stick to where I will always memorize: “Make new friends, but keep the old; Those are silver, these are gold.”
      Sunday William recently posted…How Do You Know if that Content Is “Good Enough” For Publishing?My Profile

  • Profile photo of Janis Searcey-Griffin Profile

    Sunday,

    Good topic. I’ve been wondering about this myself lately, and this blog has a lot of good comments for why you shouldn’t ignore your old posts.

    I also use Google Alerts, but not the way you have mentioned using them here. I’ll have to give that a try.

    Thanks for sharing your insight.

  • Profile photo of Harry Hoover Profile

    Sunday, I agree with your premise, as long as the old content isn’t so out-of-date that it offers no value.

    My content is on the subject of self-improvement, so I’d say most of my content is what we called “evergreen” when I was a news reporter.

    I repost my older content via social media all the time, but try to freshen the headlines to appeal to new audiences. Sometimes I’ll come up with a new visual and attach that to the post.

    A easy way to do this is by using MavSocial – http://mavsocial.com/ – which is much like Hootsuite but I like it better. The free version of MavSocial is much more powerful, allowing you to set up campaigns. I have set up campaigns based on my keywords, such as “happiness”, in which I include old and new material.
    Harry Hoover recently posted…Weekly Hacks #22My Profile

  • Profile photo of Abigail Chow Profile

    Hello Sunday,

    I agree with you here, there’s the need to promote old content using the methods you listed here.

    With the many changes always happening online, just updating old content with new information is important.

    Updating old content with new information can make such old content to look new again, and will surely help people who find and read it.

    To answer your question, yes, I think it’s a good idea to promote old content.

  • Profile photo of EltonCarr Profile

    Hello Sunday,

    Keeping the old is in! And your suggestions are awesome! Especially the Google alert.

    Thanks for posting this,

    EltonCarr

  • Profile photo of Freedom Blogger Profile

    Hey Sunday!

    You should always Re-Purpose your old content and never really stop promoting it (unless it is outdated information).

    One of the best ways to promote your old blog posts is with Content Marketing.

    For instance, you can put a simple content marketing strategy to promote a lot of your new and blog posts. Just put a few links to them throughout the articles that you publish on other sites.

    This is something that I am doing myself.

    Just like you would refer to older blog posts on your new blog posts, do the same when implementing a content marketing strategy.

    Another great way to re-purpose your old blog posts is to turn them into a PDF File. Create a PDF Version of your blog posts and share them all over the internet.

    You can upload them to sites like Slidershare.net. You can also give them away as a freebie.

    And, of course, you should have links to other blog posts inside that pdf file. Also, make sure you have a call to action at the end, telling people to go to your blog for more awesome knowledge 😀

    This is something that I am also implementing. I usually make a PDF Version of my longest blog posts and give them away for free in exchange for an email.

    I have actually been getting good results by doing this. It seems like a lot of people would really opt in to download the PDF Version of a blog post.

    Especially, if your blog post is very long and detailed. Sometimes people just skim through it because they don’t have a lot of time at that moment to read it all – so, why not give them an option to download a pdf version of so they can read it later?

    They can refer to this pdf version of your blog posts later on and for a very long time. This is also another way to keep your old blog posts alive (in pdf files) heheehe 😀

    Another thing that I do to keep promoting my old blog posts, is I have a Follow-Up Sequence inside my Auto-Responder. I still get comments and emails from people thanking me for sharing a blog post I published last year.

    As new email subscribers come in, they get emails with my best old blog posts. 😉 … this is a genius idea!

    This is what I would add here.

    Great topic, Sunday!

    Have an awesome week!
    Freedom Blogger recently posted…Learn How to Become a Social Media Rockstar by Implementing 5 Powerful Tips!My Profile

  • Profile photo of Maketta Profile

    Hello Sunday,

    I absolutely agree! In fact, I’m about to start promoting more of my old content now because it’s summer time and internet marketing usually slows up a bit during this time. Of course, I will still write new content but I have lots of old content that I can promote.

    Many times people think that their old content is irrelevant but that is far from the truth. Old content is just as important as new content. Sometimes when you are promoting people don’t notice it until the second time around. When you promote your old content you are giving those people a chance to see and read it.
    Maketta recently posted…7 Crucial Social Media Do’s and Don’ts for BusinessesMy Profile

  • Profile photo of Elaine Fogel Profile

    Interesting take, Sunday. I have always wondered whether people read older-dated blog posts and content. How do we really know that re-purposed content is something our followers want?

    So, I created a one-question poll to find out. But, I need more people to reply.

    Here’s the link: http://app.getresponse.com/survey.html?u=BJZyQ

    I’ll write a blog post with the results if I get enough responses.
    Thanks!
    Elaine Fogel recently posted…The 5 Best Places to Invest Your Website Marketing BudgetMy Profile

  • Profile photo of Sherman Smith Profile

    Hey Sunday,

    I’d have to agree with you here.

    Promoting old content is vital. Especially if it’s evergreen content. Some of the old advice that was given 5 or even 10 years ago is still relevant today.

    Besides that updating or repurposing your old content would be a great idea.

    I plan on updating a few reviews I’ve done in the past. There have been a lot of updates, and some of the features have been taken out and there are other features that have been added.

    In this case, it would be wise to update the content about tools or services I use so that if someone within my target audience were to purchase anyone of them through an affiliate like, they wouldn’t be caught by surprise.

    Also, repurposing content is a great idea as well. Some audience prefer other type of content such as video, infographics, or even a podcast.

    Creating content that would appeal to a specific audience within your niche market will definitely help to improve your ROI.

    Great question Sunday!
    Sherman Smith recently posted…Conquering The Fear Of Publishing Your New Blog PostMy Profile

  • Profile photo of Amit Sharan Profile

    Hello Sunday,

    I don’t think bloggers should stop promotion of old content.

    But I think what to bear in mind is whether the content is still current or not. It’s not good idea to keep promoting content which is out of date.

    For such content, you were right that part of the process should include updating and re-purposing the old content for the sake of sharing new information and satisfying new audience.

    It’s good to first update before promoting.

  • Profile photo of Anju Jerry Mathew Profile

    Hello Sunday,

    I haven’t ever thought of promoting old content, but what you said here makes sense.

    It’s a really good idea to promote old content.

    I also learned a lot from the comments here, like comments of Freedom Blogger above who talked about re-purposing old blog posts using ways such as turning them into PDFs and uploading to sites like Slidershare.net.

    Thanks guys.
    Anju Jerry Mathew recently posted…INSPIRATIONAL QUOTESMy Profile

  • Profile photo of Dave Profile

    Hello Sunday,

    This is an easy NO for me. Why should anyone stop promotion of epic content just because it’s old?

    If bloggers have spent a great deal of time putting together what they consider to be epic content, they should not stop promoting it.

    If the content does very well when published, they should continue promoting it.

    But this is for evergreen content, though.

  • Profile photo of Richard Hale Profile

    Thanks to everyone sharing all their ideas.

    Any old content that I can re-purpose, I do. In more one ways than one. Most of my content is 2K words or more. If an old article has fell in Google or engagement has died, as long as it relates to “today’s content,” I use it in new content. I’ll always retire the content to avoid duplicates.

    I also use it for new optins, a new ebook. That’s always a great idea, gives your older content new purpose and you get a new optin. Again, it needs to relate to today, but many things never change.
    Richard Hale recently posted…7 Tips For Optimizing Your Site LocallyMy Profile

    • Profile photo of Sunday William Profile

      Hi Richard,

      Indeed, if the content relates to today’s needs, then it should be promoted.

      It is also a good suggestion to have an old relevant content re-purposed into an ebook for opt-in distribution!

      Thanks for leaving your thoughts on this!

  • Profile photo of David Profile

    There are two kinds of content: trending and evergreen. Both have value, but you don’t want to keep promoting trending content forever. There comes a point when it becomes yesterday’s news.

    That leaves evergreen content. Some of that is worth promoting on an ongoing basis. But you can’t constantly promote everything, because you probably can’t afford enough clones. So you have to prioritize.

    I have a lot of content up at ViralContentBuzz and JustRetweet. Some of it is quite old. After 6 months to a year, I have to decide whether I remove it to reduce the clutter, let it slowly ride out its credits, or push it back up to the top for more promotion. Those are tough decisions, but one thing is for certain: you can’t promote everything, so you have to make some choices.
    David recently posted…Three ways to write for the WebMy Profile

  • Profile photo of Janice Wald Profile

    Hi Sunday,

    I enjoyed your article and the cute graphic at the end.

    I am currently on a month-long cruise. I don’t have new content to promote since I’m not publishing while on vacation. While I’ve been away, I’ve been promoting my older posts with the highest page views. Happily, they are now getting new audiences.

    Janice

    Janice Wald recently posted…This is What You Need to Know to Get Subscribers at MediumMy Profile

    • Profile photo of Sunday William Profile

      Hi Janice,

      Thanks for sharing your practical experience with us. Its good to know you are achieving the intended results by promoting old posts.

      There is bound to be a positive result if we select the most relevant old posts and promote them properly.

      Enjoy your cruise Janice 😀

  • Profile photo of darrellantonio Profile

    Hey Sunday

    Great post! And also a great reminder for me. I usually focus on writing new content even though I have tried to get one of my best retweeted post on twitter published into an “ebook” in order to entice readers to subscribe.

    I believe some older content that was well received or brought you a lot of traffic should be repurposed and also promoted.

    Because it can still inspire and may still spike your traffic. I think we should concentrate on our new blogs quality and relevance but let’s not neglect the old ones.

    Thanks
    darrellantonio recently posted…9 Ways to Kill Your Blog !My Profile

  • Profile photo of James Ling Profile

    Hey Sunday,

    The promotion of old contents must not stop. This is because the facts contained within might still be relevant.

    Re-purposing of some of these old contents is good but this should be done after discovering the type of content the audience normally consumes!

  • Profile photo of Dennis Stover Profile

    I am with others who commented here saying to continue promoting old content that are still relevant and helpful.

    I have no problems with reading very old content if it still helps me today.

  • Profile photo of Marie Yovcheva Profile

    Hello Sunday,

    I think you should be updating, adding, and re-purposing your old content. In fact, I just updated one of my posts from last year. It not only keeps your content updated, but it’s great for when you are drawing a blank for new content.
    Marie Yovcheva recently posted…Asking The Experts-Leads & ConversionsMy Profile

  • Profile photo of Christopher Jan Benitez Profile

    You pretty much answered the question in the first few paragraphs, Sunday! Promoting old content, assuming that the old content remains relevant, is a valuable tactic to help drive more traffic to your site. Repromoting them helps increase the ROI of each post and also expose them to your audience who haven’t seen them before.

    I am a believer of content repurposing in relation to this tactic. It is best to find different ways to refresh and update your content using different formats so your audience can better consume your posts. For example, if your old content is in text format, you may want to repurpose it into an infographic or a video so your audience who prefers browsing on images and watching videos may be encouraged to check out your “old” post.

    Also, I suggest that you REPUBLISH your content on different web 2.0 properties to increase your chances of getting found by your audience on these platforms. The concern about this tactic is the reproduction of duplicate content, but if you follow the tips I mentioned in my link about this tactic below, you have nothing to worry about!
    Christopher Jan Benitez recently posted…5 Sites Where You Can Republish Blog Content for More TrafficMy Profile

    • Profile photo of Sunday William Profile

      Hey Christopher,

      I agree with you concluding paragraph on this comment,

      Also, I suggest that you REPUBLISH your content on different web 2.0 properties to increase your chances of getting found by your audience on these platforms. The concern about this tactic is the reproduction of duplicate content, but if you follow the tips I mentioned in my link about this tactic below, you have nothing to worry about!

      It makes so an interesting addition to this discussion.

      I never really thought about replublishing into other web 2.0 platforms without the risk of duplication.
      The three advises you gave in your content are very fundamental. I guess I have learned a new thing today! Thanks for sharing this fresh insight!

  • Profile photo of Krystsina Profile

    I’m absolutely convinced that there is a lot of sense to promote old content of the blog. If it doesn’t belong to some specific event or trend that already passed, then the content is always actual.

    For example, if we are talking about a business blog, it usually consists of very useful posts about business related things: websites, social media promotion, banks, etc.

    That’s why somebody who just starts his/her own business would definitely find it useful to read and use.

  • Profile photo of Carl Profile

    Hi Sunday,

    The promotion of old contents is still as valuable anytime and any day. What matters is the timing of promotion and the need to make it very effective.

    Promoting old content, for me, is still very relevant and must not be stopped!

  • Profile photo of Paul Profile

    Hi Sunday,

    Old content that is still valuable must be published. It is an aberration of content marketing to avoid it.

    The usefulness of any content is still what matters and it becomes really important to re-share it anytime if the usefulness still matters!

  • Profile photo of Winford Moore Profile

    Old content must always be promoted. I am toeing on the line of most of the commenters here. Relevancy of the content in the present is quite important!

  • Profile photo of steven Profile

    I will always promote and any content that provides me with the needed traction and functionality for online success.

    If a supposedly old content will give me what I want then why not share it? This is not even debate!

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