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Inbound Marketing Blog

    Optimizing Past Blogs: 4 Hacks for Content Success

    Posted by Jessica Bowers Hopson

    Making the Old New Again With Content Updates

    It seems these days that everyone is sitting down to think of creative topics that will drive conversation rates. But, what ingredients make the perfect recipe for success?

    I have two words for you: Historical Optimization.

    Historical Optimization is the process of updating old blog content and generating more traffic leads from it in the process. Easier said than done, though, when the supply for content is growing but the demand is staying stagnant. In fact, it is estimated that 50% of content on the internet is completely unused.

    Historical optimization though, has proven to increase conversion rates by 240% as well as generate 3X more leads, according to a recent blog post by the folks at HubSpot. How can you get more out of your evergreen content to keep your blog working for you long into the future?

    It’s not as challenging as it may sound. Fear not, for these simple and quick tips and tricks will help you become a master of Historical Optimization.

    Where to Start?

    Before we dive into tips and tricks, it is important to understand what blogs to update and republish. First, you need to identify which blog posts are worth updating.

    So, scroll through your past to check how many leads or conversions each post received. Then, choose a blog you want to refresh and find interesting!

    While rewriting the post try to achieve three goals:

    1. Accuracy

    2. Freshness

    3. Comprehensiveness

    Next, optimize your post for both conversions and SEO by refreshing all previous keywords. And lastly, publish your updated post as new by changing the publish date so it’s featured as a brand new post on your blog. Now, let’s dive into how to achieve maximum success!

    4 Ways to Successfully Refresh Content

    1. Get inside the searchers’ heads

    Identifying the keywords your target market is searching for is, well... key. Updating  existing keywords on past blogs posts has shown to increase conversion rates up to 240% and generate more than 3X the amount of leads it had previously. Luckily, updating keywords is easy. First, you export your blog analytics to identify your top-viewed “old” blog posts. Then, identify which keywords each post is getting found for using a combination of keyword research and keyword tracking tool.

    Prioritize the list based on the one or two keywords the majority of each post’s traffic seems to be coming from. Finally, optimize your posts using the target keywords identified in the last step to incorporate those exact keyword phrases into your posts.

    1. Long Tail Key-words

    Don’t be afraid to change some of your old calls-to-action in your blogs! According to HubSpot experts, using “long-tail keywords” in your CTAs can increase web traffic. This is because Google rewards pages that are refreshed. So, by including “long-tail keywords” you can also increase your organic search as well! Don’t be shy to include long-tail keywords in your title, URL, image, alt. tags, body and meta description to drive traffic too.  

    1. Hyperlink to LinkedIn

    LinkedIn is 277% more effective at generating leads than any other network. By connecting to LinkedIn you can instantly gain more B2B leads as well! Just find a big, active group on LinkedIn, and be its biggest supporter and participant. You want to be sure to get involved and connect with these participants and not just go through the motions. According to a study by a PR journal in 2013, Fortune 500 companies and non-profits top 3 strategies for engaging and connecting with their customers were the following: Openness and disclosure through showing what goes on behind the scenes, access to the company through answers to their questions and positivity, to ensure customers enjoy the experience. By following these easy steps, you can ensure higher conversion rates while also expanding your business leads and long lasting relationships.

    1. Eliminate Business Babble

    Make it easy for everyone to understand! Relate the newest and coolest code you discovered through analogies and metaphors to make it easy to comprehend. Update the content of the post with the aim of achieving three goals – accuracy, freshness and comprehensiveness. This will keep the reader engaged as well as coming back for more. Additionally, consumers spend 60% of their internet time on mobile devices so edit for brevity. Clear and simple folks!

    Refreshing New Ideas

    It’s no secret that distribution channels are being redrawn, which makes creating a unique and interesting content harder to accomplish. So, why not give yourself a break from trying to create the next big idea and refresh the work you already have?

    The nature of the internet has products that have produced a new way to think about success. And luckily, product features can be directly responsible for it. So, give it a stab, revisit and refresh the past and become the conversion master.


    Keegan Thimons is interning with IMA for the summer. She is an avid sweet potato lover, runner and adventure seeking female. Keegan has the opportunity to play college soccer at Vanderbilt University while obtaining a degree in Leadership and Organizational management. Thanks for reading her blog! 


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    Topics: Inbound Marketing