Content Marketing Strategy

How to Boost Blog Lead Generation with Old Blog Content

By August 22, 2014 No Comments

If you’re tired of churning-out endless blog posts, relax. There’s more to business blogging than content creation – and if you’re looking to boost your blog lead generation, you can simply turn to old blog content for a much-needed boost to your ROI!


5 Ways to Boost Blog Lead Generation

5. Perform regular content audits

Knowledge is power, and when it comes to inbound marketing, a content audit is the most powerful tool at your disposal. Regularly performing a content audit will allow you to keep track of the efficacy of your content. You’ll be able to:

  • Identify evergreen content; the blog posts and resources that offer as much value now as they did at the time of publication, and re-prioritise their promotion.
  • Discover outdated content, and take steps to amend and revise their information.
  • Analyse your content’s performance across crucial metrics, and ensure congruence across design, tone of voice and buyer persona targeting.

Armed with your content audit, you’ll be able to identify your most successful archived posts. When combined with the techniques outlined below, you’ll be able to use this content to boost your blog lead generation – without writing a ton of resource-hungry new content!

Fora complete guide to performing a content audit, and a free audit template, check out How to Perform an Effective Content Audit


4. Revise outdated content

Few industries are static. Niches like marketing and technology evolve at a staggering pace, and content that was once at the cutting-edge of the industry can become outdated in a matter of weeks. By ignoring your older content, you’re committing your hard work to obsolescence. It’ll fall down the rankings, and there’ll be no benefit to any prospects that choose to engage with it.

Thankfully, you can boost blog lead generation quickly and easily, by revising your most outdated material:

  • Cover the latest best practices and amend outdated advice
  • Add revised data and updated statistics
  • Link to the latest third-party information and posts
  • Reference the latest industry developments and news


3. Boost your SEO with your Freshness score

There are dozens of factors which influence search engine rank. One of the more little-known ranking factors is something colloquially referred to as content freshness. As a general rule, the search engines will prioritise new and recently-updated content; preferring brand new content on the basis that it’s more likely to be up-to-date and accurate. The influence of content freshness varies from industry to industry, and search query to search query – so if you’ve written killer content in a highly dynamic niche, your search engine rank could significantly improve with an update to your content.

For more information on content freshness, check out 8 Principles of Effective SEO Copywriting.


2. Improve your search rank by boosting old content engagement

Alongside content freshness, social media engagement plays a crucial role in determining search engine rank. High-quality content is correlated with high levels of engagement – including social media shares and page views. By boosting these metrics for your old content, you’re sending Google and co. a clear indication of the continued quality and relevance of your content. By re-promoting older content, you’re likely to reinvigorate your search engine rank.

Any healthy social media network and SMM campaign will yield continued and positive growth. These new members of your social media network are unlikely to have viewed your older content, so don’t shy away from promotion of older posts. Periodically dive into your archive, and boost blog lead generation by sharing your most historically popular content.

Boost your Twitter engagement with 7 Twitter Hacks to Boost Your ReTweets


1. Overhaul your design, UX and CTAs

If you want to to improve your ROI, it’s easier to convert existing leads than it is to attract new prospects to your sales funnel. By returning to your old blog content, you can boost your blog lead generation by tweaking your design, user experience and calls-to-action. It’s likely that in the weeks and months since publishing your content, you’ll have created a new CTA, or changed your website layout. By incorporating these changes into older content, you increase the chances of a successful visitor conversion.

  • Promote your latest CTA offer. If you’ve created a killer new guide, eBook or promotion, return to your old posts and boost your blog lead generation by updating your call-to-action. If you’re unsure of which CTA to use, run a simple A/B split test across two different offers.
  • Link internally to new posts. Lead nurturing is all about continued engagement with your content, and by internally linking to your newest blog posts, you’ll improve the chances of your prospect engaging with multiple blog posts. Best of all, you’ll even boost the SEO if your latest posts – passing on PageRank and authority from your more established content.
  • Update your design. If your design, branding or logo has changed, bring your older content in-line with your new appearance. Design congruence goes a long way to instilling trust in a visitor.
  • Target a different buyer persona. If you’ve shifted the focus of your marketing towards a new buyer persona, it may be possible to tweak the focus of your older content to more readily suit the needs of your new audience. That said, this is difficult to effectively do, and very time-consuming – so be aware of the time-costs involved.
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It’s crucial to weigh-up the costs and benefits of updating your old blog content. These simple actions can significantly boost blog lead generation – but they also incur some degree of time-cost. The ROI of your actions isn’t guaranteed, so be sure to weigh-up the merits of updating your blog content.

Thankfully, that’s exactly what my content audit (and free template!) is designed to achieve – and if you  don’t have the time to boost your blog lead generation, get in touch! I’m a professional marketing copywriter, and I could help improve your business blogging in a cost-effective, time-saving way.

Copywriting That Converts


Author Ryan

I help SaaS companies grow with content marketing. I also drink Scotch. Sometimes together. CMO & co-founder, Cobloom.

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