You might have a few older pieces of content, such as blog posts, white papers, or customer case studies on your organization’s website. If you want to freshen them up to use in your current marketing plan, follow these five ideas to breathe new life into older pieces.
1. Edit the title to include strong action verbs and impactful results.
If any of your clients who have read the piece have commented on an aspect they found particularly interesting or enlightening, consider referencing it in your title. This could increase interest and readership.
2. Check if any of the numbers listed in the content, such as dates, results or statistics, need updating.
To position your organization as an expert in your niche, it is important to ensure you’re listing and referring to current data as much as possible. Your customers will know you’re on top of your game.
3. Read through the article and look for places where wording can be tightened or lingering questions can be answered.
Answering questions can be particularly important if any of your customers, after having read the piece, come to you for clarification. By answering any important questions in the piece, you’ll lend clarification and give your customers everything they need to make the decision to work with you.
4. Personalize the content with a quote.
Every customer case study needs to include a quote about your customer’s challenge, a quote about why they decided to work with you, and a quote about what their results were. If your older case study is missing one of these, consider doing a follow-up interview with your customer to collect this essential quote.
Following up with them can be a great way to find out if they have gained additional insights into your products or services since you talked last.
5. Add in materials you were too rushed to include the first time.
Do you still have unused material from an interview you think would be impactful in the blog post? Take this opportunity to go through your interview notes and insert it. Updating an article with new resource materials can be an excellent way to freshen up a piece.
After you’ve finished polishing your trusty gem, it can be great to repost it to your website and share it again in your newsletters and on social media platforms. Just a little bit of fine-tuning can give your older content a fresh spin.
Do you want help coming up with ways to freshen up and repurpose older content? You are invited to contact us.