Dedicated bloggers will gradually add a great deal of content to their site. If you run a blog to a consistent schedule, traffic should start to grow as more readers find your content. In most cases, though, only a small proportion of articles will receive ongoing traffic, with other posts disappearing deep into the site. Running occasional audits using your analytics can uncover hidden gems that are not receiving the attention they deserve. Promoting an old post won’t usually be effective on its own, but using a number of techniques to upgrade the content, it is possible to breathe new life into forgotten articles.
Change the Title
Your title is critical to the success of a blog post. The title draws readers in, while also playing a major role in search engine click-through rate. Additionally, promoting via social media, whether using paid or organic traffic, will be negatively impacted with a poor title. A new title might offer no benefits, but there is no harm in experimenting with a poor performer. Your title could grab attention, provide some curiosity, be controversial, or offer a counter-intuitive fact. However, avoid using provocative headlines to gain clicks as you will only anger readers when the content itself doesn’t match.
Add More Media
Most posts can be enhanced with some additional media. You may have an article that goes into great depth but could improve it with the addition of some images and videos. Alternatively, you might be posting a video, but a description of the content and your own opinions can add more value to the post. Your visitors will respond to content in different ways, with some people requiring lots of color and imagery to become engaged. Look for opportunities to make the post more enticing, user-friendly, and accessible to all types of visitors.
Integrate Social Media
Integrating social media into your blog is easier than ever. Some readers will actively be looking to share great content, so make it as easy as possible to do. Add prominent social sharing buttons on each page, possibly including the number of shares for social proof purposes. Also, you could add comments from social media onto the page, with Facebook comments helping to increase the conversations taking place about your post.
Add High-Quality Images
It is common for bloggers to add a few stock images to a post, hoping to brighten up the page. Unfortunately, most stock images have the opposite effect, not offering much relevance or uniqueness to the content. To upgrade the post, use high-quality images that actually add value to the points being made. A tool like Canva can help you create images from attractive templates, while there are many outsourcers able to develop helpful infographics.
Adjust the Formatting
Readability plays a major part in engagement levels. If a page is badly formatted, you will almost certainly lose a percentage of visitors. Try to avoid large blocks of text, using subheadings or bullet points to break up the page. Ensure there is plenty of white space on the page and it looks good on each mobile device. Finally, consider whether you could add any helpful design elements like a blockquote or grid section.
These techniques don’t need to completely alter your articles, but can simply upgrade them and offer something new. There is so much new content published every day that many quality contributions are lost. In many cases, the content itself was not the problem, but readers didn’t immediately engage with the post. Targeting evergreen posts that are not being read, upgrading and improving these articles, and then promoting them to readers provides a quick opportunity to satisfy visitors and increase engagement across your blog. A quick look through your analytics program should uncover plenty of posts crying out for an upgrade.