Most blog articles get a rush of visitors when they are published but traffic rapidly declines after a few days. So is it OK to revive your older posts and promote them again?
As time goes on you will gain new twitter followers and Facebook fans who probably haven’t seen your older blogs. So it is certainly worthwhile promoting older posts. Just follow these Dos and Don’ts to make sure your blogs get the best exposure without turning off your loyal supporters.
Bring out older posts which are relevant to a current news story
Highlight the fact that this is an old blog post. Just add “From our blog archive” (or similar) to your tweet or post. It’s annoying for your long standing followers to click on a link expecting some new insights and then realise it’s something they have read before.
Be very careful about using automated tools. Plugins which will randomly tweet your old blog articles automatically may seem like a good idea, but use with caution. For example, you don’t want to be tweeting out of date information and advice. (At the time of writing, it looks like the most recent of these plugins, Tweetily, is having technical issues – another reason to avoid!)
Promote the same post over and over again.
Set a rigid schedule where you post something from the archive at a fixed time (for example 10am every Wednesday). Vary timings so you reach the widest possible audience.
Promote old diary style blog posts – those talking about what you are doing on a particular day – unless it has some topical relevance. A better option is usually to write a new post bringing things up to date and linking to the old article.
Change the Published Date on old posts to bring them back to the front page of your blog without at least telling readers that’s what you’ve done. Add a paragraph explaining why it’s newly relevant or write a new post and link back to the old one.