The last thing many people consider after pressing ‘Publish’ on their content is how to reuse blog posts over time. While it’s important to keep your site content fresh, not just for SEO purposes but for general communication effectiveness as well, it is also essential that your brand ‘knows where it came from’ and repurposes its own owned content. The reuse of blog posts does not involve copy and pasting or adjusting publish dates but, rather, reintroducing the content to better explain new concepts and ideas through links in text and social engagement. The reuse of blog posts is about adapting and breathing new digital life into old concepts, not only to complement new campaigns, but to demonstrate a track record and thought leadership. For this purpose, it is easy to see the value of keeping an eye on the past when determining your blog publishing future.
Let’s use my blog writing as an example. Before setting up this platform, I have spent time writing content for several other blogs. While the topics vary, the relevant content for my ‘brand’ would be those posts dealing with social media. In order to bolster my point, however, on current topics, there is value in pointing readers “back” to other concepts. From there, they can best understand not only my writing style, but also my views on topics of the day and general policies. This doesn’t mean I cannot adapt, or adopt other ways of working and risk contradictions but, instead, I can leverage this discrepancy as proof I have learned from others mistakes and shifted, pointing to an evolving concept that my ‘customers’ can appreciate as an attention to detail.
As such, if you reuse blog posts to bolster your current day topic or point, you are doing five things:
- Providing a ‘time capsule’ of sorts as to your vision and concepts of social media and brand policy at different times, enhancing credibility on difficult topics (nothing to hide) via transparency
- Enhancing your current post with rich back links to previous content that may be of interest to your reader outside of the main attraction or topic
- Bolstering your brand consistency on social media by providing a timeline of voice and concepts
- Increasing the likelihood that the reader will be spending more of their time reading about you than about someone else
- Breathing new life (and metrics) into work/efforts you have already made the primary investment in (time)
To this last point, reusing blog posts to provide context or depth maximizes previous efforts, which cannot be credited enough for its value. Any time you can make a budgeted effort of the past continue to help drive your present day goals, whether it’s a listening tool, a list of promotional bloggers, a process map or, in this case, content, you have added extreme value to the past and present for your brand. This rings especially true for online customer service: when you can demonstrate company policies that have been discussed on your blog at any extent, the application of those policies in the present cannot be seen as anything less than consistent. Having a roster of posts to reference back to while (hopefully) engaging in online customer service is a huge value to your agents and the brand as a whole because it creates an owned point of reference (your own website). In short, linking back to your previous blog content on the topic is a more helpful, dynamic response as you respond to each customer, especially when coupled with effective dialogue.
So when you blog, don’t forget where you came from. Instead, where possible, remind your readers as often as possible.
Photo Credit: Kevin Dooley