Like Putting Lipstick on a Pig …
If you’ve ever used the phrase in our headline, you know exactly what it means. Swipe on heavy rouge, brush the eyelids with black eyeliner, slap on that lipstick nice and thick, but it’s still a whiskery, old sow. Is that so for your old blog posts? You may think that reworking old blog posts is a faithless, awful endeavor… like putting lipstick on a pig… but it’s most definitely not.
While blogging is, by far, one of the most influential aspects of any digital marketing campaign, having your old blogs sit out to pasture like they’re old cows (goodness, we’re full of farm references today) is not best practice. The keywords become overused or obsolete. Users coming to your website are tired of the same images. And you cease becoming the expert in one aspect of your industry, and instead, just look like you don’t manicure your domain.
But, does doing minor updates really help? It seems almost too good to be true.
“Historical Optimization,” as it is called, has been touted to increase organic traffic over 100%. HubSpot has reported that they doubled the number of monthly leads generated by old posts—and 92% of their monthly blog leads came from “old” posts.
Updating an old blog post with a new image can increase organic traffic by 111%.
What This Means for Marketing
If you’re ignoring the old and tired blog posts, you’re missing out. Big time. And if you don’t have enough time to do a whole new blog post, you can save time and effort by reworking an old one. A win-win.
Here’s a quick checklist for each blog to re-optimize:
- Review metrics on your old blog posts and prioritize the highest traffic ones for the facelift first.
- Review title and meta description and rework for new targeted keywords.
- Review inline keywords and refresh for new targeted keywords.
- Re-do the image, then optimize the image title and alt text with keywords.
- Update the content—any new developments? Add them in!
- Check and update the backlinks.
- Re-use the blog post in a new lead gen campaign. OR rework the lead gen offer on that page.
- Re-publish the post to social media with updated messaging.
And voila!!! It’s not lipstick on a pig (or even a cow). It’s a much needed facelift to your highest performing sales pipeline—and don’t forget to check the numbers and see what worked!
Happy RE-blogging everyone!