The Forward Observer > Marketing For The Front Line of Sales

5 Steps To Give Your B2B Blog Content More Lives Than A Cat

Written by Douglas Burdett | Sep 30, 2014 7:44:00 PM

Are you worried about not producing enough new blog content? Updating and republishing popular posts can give your B2B blog new life.

According to a myth in many cultures, cats have multiple lives. The number of lives varies from five to nine.

With the growing demand for content marketing, smart marketers are beginning to give their successful blog posts additional lives.

Based on the latest B2B Content Marketing study by Content Marketing Institute and MarketingProfs, 93% of B2B marketers are using content marketing.


And the majority of those B2B marketers are increasing their amount of content marketing.

Perhaps not surprisingly, the top two challenges that B2B content marketers face is “lack of time” and “producing enough content.”

One of tenets of effective content marketing is to repurpose one piece of content into as many formats as possible. For instance, blog posts can be reincarnated as a SlideShare presentation, an ebook, a podcast, a video, a speech, a webinar, a book, etc.

While blog post are often the genesis of additional, repurposed content, the actual blog post can come back to life, too.

Often, an “evergreen” piece of content can continue to gain readership long after it is published. However, there may be certain facts or figures that need to be updated.

The good news is that it often makes more sense to simply update a popular blog post rather than create an entirely new post on the same subject. This is particularly important in preserving good search engine rankings that a popular post already has.

Best of all, it doesn’t take much time and you already know the post is popular. Think of it as a sequel to a summer blockbuster. Except it won’t bomb.

Here are the five steps you need to take to give an already popular blog post a new life. Or several.

  1. Identify your top-performing outdated posts. Check your blog's analytics. These are ones that have already built up authority and a new publish date will give it more.
  2. Keep the URL the same. It might already have some inbound links and be ranking.
  3. You can change the title and make it more compelling, but keep the keywords in mind.
  4. Include an editor’s note for transparency. Transparency is good thing when it comes to your blog – just make note that it was originally published on an earlier date.
  5. Update the content for accuracy.

That's it. Now go forth and republish!