The simple answer, yes – but only if it’s still accurate and relevant. If not, then it needs updating. Re-publishing content is a great way to provide a reminder of just how good the original material was. But beware. Old content can hang around and stand out like a sore thumb alongside fresh material. It’s the dad dancing at the party – out of touch (rhythm) and conspicuous for all the wrong reasons. Updating and re-publishing nevertheless can show consumers that your business is confident and happy to make changes. Giving old content a new lick of paint is necessary. Here’s why it’s worth doing – plus a few things to bear in mind …
A Bigger Audience
Remember, not everyone has been with you every step of the way. Some people won’t have read every blog post and may be missing out on old – but killer – content. As long as it’s still relevant, it’s a chance to show off some of your best material to those who missed it first time round. Re-publishing work on other platforms, like LinkedIn, also increases the number of links back to your website. A bigger audience is a better audience.
A Reminder to Everyone
Reviving old content gets people thinking again. If it’s content offering sound advice or business support, it shouldn’t be left to collect dust. It should be re-introduced and shared for the benefit of both your customers and employees. Consumers appreciate direction and help, as do your team. As Kim Moutsos, from Content Marketing Institute says, “It’s a win-win for our team and our audience.”
Save Time and Effort
Re-publishing content is a bit like cheating, but it’s okay. You get the same satisfaction and response as you would from publishing new content, without having to write it from scratch. A few adjustments here and there and it’s ready to make the same impression it did the first time round – perhaps even better. Re-publishing content is a no-brainer, especially if you find yourself in a busy period. Content should be posted consistently. If you don’t have the time or simply the will power, old content is sometimes just as good. Just don’t get lazy or take it for granted.
Refreshing the Catalogue
As mentioned, there’s no harm in revamping what was good. If you’re stuck for ideas, or simply want to increase traffic for some of your best work, then it’s the perfect opportunity to do so. Re-publishing not only gets good material back out there, but it also shows consistency. A consistent flow of content means customers know when to look out for your business. It adds structure and a pattern to your content marketing strategy. If your creative juices are running low, re-publishing content is a good way of filling the gap.
Yes, you should re-publish content. But if you are, here are a few things to bear in mind.
It Must Be Good
If you do re-publish old material, make sure it’s accurate and relevant. And interesting. Without stating the obvious, if your content is full of numbers, statistics and data, it’s vital that these are updated before it’s re-shared. Irrelevant and inaccurate data comes across as sloppy, and may have an adverse effect on how customers view all of your content. As well as getting the numbers right, it’s got to be engaging. If you’re re-posting something, it suggests you really value it, although the most important thing to ask is: does the customer value it? Assessing things like traffic, the number of social shares, inbound links and key word performance, is the best answer. If these are unimpressive, then you should really consider whether it’s worth posting again.
Take Care
If you’re re-publishing content, you also run the risk of being penalised by Google. If you’re re-posting content that was previously shared on a platform like LinkedIn, you may find yourself up against sites with higher authority. Google may identify this as property of LinkedIn, meaning your own content may be bumped down or penalised as a duplicate. Of course, these are all ifs, buts, and maybes – but they are things to bear in mind if you find yourself re-publishing.
Hopefully you can now see why it’s a good idea to re-publish content. If you need help to refresh yours, or have any questions regarding the above points then do not hesitate to get in touch!
