Many content writers have prepared dozens if not hundreds of blogs for a B2B company website. A question soon surfaces, what do you do with all those old posts?
We’ll, we don’t toss them out and we don’t let them hibernate on the website. If they still have relevance and are not time sensitive, the best thing to do is repackage them – slightly rewrite them – and give them all new keywords to help improve their SEO the second time around.
Here are three easy steps to make old B2B blog posts interesting again, which also helps build awareness for your site and improve SEO to boot.
Using New Catchy Titles on Old B2B Blogs
The first step is to just come up with a new title. If several points are being discussed with the blog, be sure and add a number, such as “Five Easy Steps,” or “Ten Things to Avoid.”
Other examples:
“How to Clean Public Restrooms” would likely get better SEO and more attention if the post was retitled “Three Lessons Learned About Cleaning Public Restrooms.”
“Key Ways to Become More Sustainability-Focused” would likely be better than “Effortless Sustainability.”
“The Crucial Reasons for Teaching Water Efficiency to Building Tenants” should replace, “Educating Building Users n Water Efficiency. ”
Giving Blogs a Facelift
Some industries change very fast. Others, not so fast.
This means that an old blog post in a sloe industry may still have relevance. However, it could be showing a little age. To keep the blog post up-to-date and more relevant without making major changes, give it a facelift. Find something in the news that can fit in with the blog and make that your first paragraph or two. Better yet, tell the story and add hyperlinks to the story in the news. The search engines like hyperlinks and this will help improve your SEO.
Emotional Quotes
If a blog is focused on floor care in a college setting, which of the following introductory paragraphs would be more likely to grab your attention:
Option 1: “I was walking through our student community center and was surprised at just how bad the tile floors looked,” said Susan Smith, operations manager at Lake View University. “They were a bad reflection on me and my school. They did not portray what our school was all about.”
Option 2: Floor care can be a challenge in many colleges. Used by hundreds of students every day, it is hard to keep them clean and shiny.
Option 1 takes the cake.
Adding a little emotion to a blog post is an effective way to get people to reach the rest of the post. There are probably a lot of “Susan Smiths” out there thinking the same thing and they can all related to this introduction.
The bottom line is that every B2B organization is working harder and harder to grab end-customers’ attention. Here is a way to make things a bit easier – and still prove effective. Find ways to make our old B2B blogs interesting again.
More information on B2B articles can be found here.
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