How Often Should You Promote Old Blog Posts?

You have spent hours creating the ideal blog. It was initially successful, as it increased traffic and interaction. So, as most material does, it was forgotten in your file. The only thing is that here is the gold mine; your old blog posts are an opportunity that most content creators miss.

It is not whether you should or should not repost old blog posts; it is just a matter of how many times you repost them so that you get as much out of them as possible without annoying the audience.

The Argument to Market Everygreen Content:

It would be good to know why it is important to promote old content before getting into the frequency. There must be dozens or hundreds of posts still relevant, valuable and able to drive traffic in your archive. These posts are already working, they have been indexed with search engines, and they can even be about topics that your audience is still interested in.

More to the point, practically all your existing followers have not watched your older material. It is possible that a post written two years ago was as brilliant as it was when it was done, but the vast majority of modern viewers did not even see it.

The General Rule: Strategic, not Random Promotion

Successful content promotion does not follow a strict plan; instead, it has a strategic approach rooted in several essential factors:

Your choices should be related to the quality and relevance of the content. Not all of the old posts are worth promotion. Pay attention to the evergreen content, which will be useful always, no matter when it was posted. Tutorials, tutorials, and tutorials, basics in your niche, and content that still drives organic traffic via search are all good potentials to be promoted regularly.

Another important factor is the turnover, along with the growth of the audience. When your following grows quickly, it is possible to promote older content more often as new followers have not read it. A benchmark that would be effective is when your audience has increased by 30-50 per cent of the time, and much of your older material is technically new to a large percentage of your followers.

Being platform-sensitive can be quite important. The lifecycle of content and the ability to repeat are also tolerant of different social platforms. On Twitter, where information is lost in hours, you may be posting the same or another posting every week or more than one a week and at varying times. It is known that LinkedIn audiences tend to respond positively to monthly promotions of useful professional material. The algorithm that Facebook uses is more severe with repetitive content, which means that a quarterly format may be more useful. Instagram needs new innovative methods; thus, although you can push the same blog post, you will have to use different pictures or captions every time.

Promotion Schedules (By Content Type) Recommended:

When it comes to your best performers (or posts that have in the past attracted substantial traffic, conversions or engagement), you can promote them once a month. These are your building blocks, which form your brand and professionalism.

Good evergreen content that is always relevant should be marketed every two to three months. Such frequency keeps the material in circulation without repetition.

Timely or seasonal content has to be approached differently. Market such works to the maximum when it is most appropriate. A tax planning post should reappear every month, which is every January through April, whereas a holiday gift guide should be promoted weekly between November and mid-December.

The old posts which you have updated with new information, statistics or insights recently should be considered as new posts and should be shared as a new post. This is a very smart plan since you are offering real value as opposed to just using some recycling of old material.

The Development of the Promotion System of Sustainability:

The best strategy will be to create a content promotion calendar, which will rotate your best posts on an annual basis. The first step is to audit what you already have so that you can recognise your best performers. Consider such measures as page views, time on page, social shares, and conversions to define the posts that should be promoted the most.

The spreadsheet should be created where each post is recorded along with the date of its last promotion, the performance indicators of the post, and when the post should be promoted again. This will also ensure that you do not end up marketing some of your works when ignoring others that require being given attention.

The common rule used by many content creators to use social media is the 80/20 rule; 80 per cent new or curated content and 20 per cent promoted older content. This balance will keep your feed fresh and strategically bring up your best work.

Having A Fresh Promotional Strategy:

Reposting the same does not imply that the promotional copy should be the same. Whenever you can post an older post, do it differently. Draw out another lesson or quote from the article. Put it into the context of the present events or trends. Ask a question that the post provides answers to. Tell a story of your own experience in writing it, or how it has helped the readers. Design new graphics/images for every promotion.

This diversity achieves two things: it does not make your promotion seem stale to your current followers, and it also caters to the various demographics of your followers who may react to different directions.

Red Flags You Are Over-Advertising

As much as it is good to promote old content, there is a limit. You are getting people complaining that the content is duplicated, so it is a clear black swan. On the same note, when your recent posts are lost in the noise of constant advertising of old content, then you have taken the scales a bit too far.

The decreased engagement rates on the posts that were promoted as compared to previous ones could be a sign of fatigue. And when you are taking more time to promote old content than to write new content, then that probably puts you out of balance.

The Bottom Line:

The frequency of promoting old blog posts is an issue that does not have a universal solution. The right frequency varies according to your audience and growth rate, the platform that you are on, the quality of your content, relevance and how you are changing your promotion method.

The most common approach that most content creators will take is to promote one of their best posts once a month, good evergreen posts once a quarter, and have a rotating schedule to make sure that no single post inevitably dominates your promotional campaign. Monitor your outcomes, observe audience reaction, and make changes.

It should be remembered that old content promotion does not mean laziness or lack of ideas. It is all about getting the most out of the work you have already done and getting good content to the audience it deserves, even when that audience was not even there when you initially posted it.