If you’ve been blogging for awhile, you likely have a treasure trove of posts waiting to be discovered by new eyes – and rediscovered by you.

Scott Gingrich and I share a client and he recently suggested she update some of her old posts. He wants her to have one thorough, comprehensive piece of content that covers each of the main topic areas she helps people with in her business.

I thought this was a great idea! As we’ve been working on doing this for her, I’ve been thinking about why and how we can all update older posts on our site.

3 reasons to update an old blog post

1. Things have changed

Are there facts or recommendations in the post that no longer ring true? You definitely want to correct or update these, so your posts remain relevant and helpful over time (which also brings up the question, should you date your blog?)

You may also want to update any outdated references to current events, but consider preserving them – and your blog – as a sort of time capsule in the evolution of your business.

2. You know more and you’re a better writer

Even if the information is still technically correct, your own views and opinions will evolve as you advance in your business. You’ll want your blog to reflect that, because you never know where someone will land to get their first impression of you and your business.

Blogging is a skill like any other. It can be learned and, with practice, mastered. Even stepping away for a few moments as you’re drafting a post gives you a fresh perspective and helps you spot typos and places where the reader may stumble. Imagine what you’ll find after a few months or years!

3. People need the information

Has your post continued to gain attention (people reading and sharing it), even as you’ve added newer posts to the site? This is a clear sign that there is still interest in the topic.

Here’s an example from Content Marketing Institute, where they update and republish old posts as part of their Back By Popular Demand series:

Now if this is the only reason you’re considering this post and the other two reasons don’t apply, consider promoting the post again rather than changing it. Trust me – you won’t be bothering anyone with the repetition. Your social media connections may or may not have even seen the link the first time you shared.

6 ways to update an old blog post

1. Swap out some of the blog post elements, such as the title (I like to test my titles for emotional value and general marketing effectiveness) or image. This is something Denise Wakeman suggests when you repurpose your content, i.e., on your LinkedIn blog, Medium, or as a Facebook note (the last two are things I learned about from Denise’s 7-Day Visibility Challenge). Also take a fresh look at the post’s call to action, especially if the blog post author no longer works for your business.
2. Support your original premise with research or data. Often this will be research you’ve curated from other trusted sources, but you can also create your own. According to Andy Crestodina, original research is the most powerful and effective form of content for many reasons, and he calls research-based content the secret to more traffic. Even if you have no numerical data, you can offer anecdotal statements about your client base or industry (e.g., many of my clients/colleagues tell me…).
3. Incorporate other expert opinions by interviewing or quoting influential leaders in your field. This will add credibility and colour to your post, and could also help you make valuable connections and gain exposure to a new audience.
4. Curate and summarize the best blog posts about the topic. Similar to #3, this will enhance both your content and your relationships with other experts in your field. Remember that the goal here is to spotlight, not copy, this content.
5. Build structure into the post. Did you write your original post as a stream of consciousness or “brain dump,” without any thought to how the ideas flowed together? Do you define, introduce and conclude each topic, or do you expect your reader to connect the dots? Be sure your post includes a thoughtful introduction and conclusion, along with sub-headings and/or lists that break up the text.
6. Combine several posts. Though this is the exact opposite of what I recommend when you find a post getting too long or unfocused, you may find that over the years you’ve written several pieces about the same topic. Try bringing those together into one longer article, updating where needed to match the evolution of your knowledge and experience. This composite post can become a core, evergreen piece of content for your website, just as Scott described above.

When you’re planning your future blog posts, look to the past for content you can update and enhance. Chances are, you’ll find valuable information your audience needs to hear again, and a compelling message that will draw in new readers.

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When I present my workshop about how to write your first four blog posts, I remove the pressure of needing a new in-depth article for your blog every week.

Instead, I suggest that you aim to write a feature article once a month, and then in the weeks in between you can write other types of posts such as personal posts, curated posts, and spotlight posts.

The funny thing about relieving pressure is that it can really open a channel for creativity. You may start to notice blog post ideas popping up more often, blooming in all sorts of unexpected places.

I encourage you to keep a notepad or mobile note-taking app nearby (I use a combination of Wunderlist and Google Docs), so you can capture these gems and build on them during your next scheduled blog writing session.

Brainstorming is a great start, but you still need to turn that stream of consciousness writing into a full-fledged blog post. Here are five suggestions that can help:

1. Set the stage – Introduce your article with some standalone text such as a quote or a powerful question, use your opening paragraph to start telling your story, or simply speak directly to the reader about the topic and why it’s important (e.g., “Have you ever….” or “I hear from so many of you that…”).
2. Show as you tell – Provide an example that supports what you’ve written, such as a personal story, a client story, or something about a well-known public figure. Note: If you have (or want) a global audience, be sure to provide enough context that the story is relatable even if the reader hasn’t heard of the person.
3. Sprinkle in some stats – Support your main point by sharing some data. Visual charts and graphs are particularly powerful, just be sure to spell out some of the results in your text as well, along with your commentary about what you’ve shared. You can also reference other bloggers, authors and experts and describe their findings or opinions.
4. Quote yourself – Look to your own previous blog posts, social media messages, and email conversations for phrases, sentences or even entire paragraphs that you can bring over into this new post. Freshen them up and rework them for the new setting. This reinforces the core message of your blog, plus it’s likely some of your readers missed this content the first time around.
5. Work them up – Once you’ve presented your topic, summarize your main points and suggestions. Inspire your readers to take an action or make a change. Give them hope that if they do, they will see improvements to their health and wellness.

If you’ve come up with an idea you love, there’s no need to keep it hidden just because of a low word count. Bulk up your blog post with these tips and get it out into the world.

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