Old blog posts don’t have to be yesterday’s news. You can always repurpose evergreen content to publish as if it's something new.
Good blog content is timely and topical, which is what attracts clicks. But the advice contained in these blogs may live on and can form the basis for a new blog post or retrospective. In either case, the source for more material can certainly be your own old blog content.
Clever bloggers can think ahead and plan for a future use of their content, especially for that time when new ideas are hard to come by or when an old blog suddenly becomes relevant all over again.
Another way to approach vintage blog content is to use it as a jumping off point for a new, related thought. Perhaps you’ve thought more about the advice you once gave and can expand on it. If have changed your mind on the subject, you can share the reasons why. Maybe you have more expertise or a new perspective now.
Some subjects, like last year's food safety crisis at Chipotle, merit repeat coverage. You may have a product or a service with multiple aspects. You can write new blogs that highlight aspects you may have only briefly mentioned in previous blogs.
A new event might occasionally call for revisiting an old blog that was once more pertinent. Update it if you need to or re-post it if you don’t. Either way, make it clear you addressed the topic before – and your advice or service is still relevant.
A perfect trigger to resurrect archived blog content is in response to a customer question. Some may ask about a subject you’ve already covered, which gives you a chance to rework and update your thoughts in the form of an answer. You have the best of both worlds – responsiveness to a customer inquiry and credibility for having the answer already on the record.
Anticipating an emerging situation can be another terrific cause to revive an older blog that dealt with something similar. Think of your revived blog as a newsjacking opportunity.
Many content marketers and the organizations they serve complain about how hard it is to dream up material to write about. But maybe they should spend time thumbing through their own archives for new inspiration or old blogs that deserve another day in the sun.
You wouldn’t have to wonder where to look. Just pull up your own blog. Remember, old blogs can convey new tricks.
Gary Conkling is president and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at firstname.lastname@example.org and you can follow him on Twitter at@GaryConkling.