Spend some time reviewing your page performance metrics from the past. Were there any articles that should have been major performers but never lived up to their potential? Anything that was once a powerhouse, but audience interest dwindled? Spend some good hours updating the talking points in your content to reflect the latest trends and information. Research your long-tail keywords and use these phrases organically within the content, to ensure that Google recognizes the usefulness of your page to the people who would benefit from it most.

Google’s algorithms favor domains with an ongoing flow of fresh content, but they also favor pages that were published recently. To update your content without sacrificing its seniority benefits, make sure that the new version sits on the same URL as the old.

Using this powerful tactic, one recent experiment yielded a 66-percent lift in organic traffic to old blog posts.

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6. Reduce, reuse, repurpose

If you’re not repurposing content, you’re doing it wrong. Combine, reuse or rethink content in new and unexpected ways to generate more with less effort. For example:

• Split larger content assets into blog posts
• Write a blog post based on one section of an infographic you’ve produced
• Map out a blog post series that could also serve as chapters of next month’s eBook.

In addition to getting more mileage from each topic, repurposing challenges you to re-create valuable content assets for different buyer personas and verticals — making content highly targeted and relevant.

9. Befriend data

Track performance through quantifiable metrics, and leverage this data to allocate resources toward top-performing subjects and formats. Once you’ve defined the  objectives and key performance indicators (KPIs) that will serve as benchmarks for content success, you’ll be able to analyze current activities, evaluate performance, define next steps to improve weaknesses and build upon strengths, and calculate ROI. Consider establishing a schedule like the following to ensure that you stay on top of your metrics:

• Daily: Quickly monitor analytics technology for spikes and anomalies. Investigate as necessary.
• Monthly, quarterly, and annually: Record KPIs, looking for trends and potential contributors.
• As needed: Plan for spot-checks into your analytics now and again to evaluate the performance of new content initiatives or particularly innovative content projects.

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Think your old-school marketing content is useless? Think again. Here are 8 ways to repurpose your old-school content to benefit your inbound marketing.

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1) Print Newsletters --> Email Newsletters

2) Trade-Show Banners --> Social Media Images

3) Banner Ads --> Blog Calls-to-Action

4) Whitepapers --> Ebooks

5) Research Reports --> Infographics

6) Brochures --> Website Pages

7) Direct Mail --> Email Marketing

8) Radio Ad Copy --> Tweets 

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By reposting off-site publications on your website using either of those three methods, you are able to repurpose awesome articles and put your content in front of more readers without worrying about a duplicate content penalty from Google.

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Want to get more out of the amazing content you publish online? Of course you do! Writing guest blogs takes a lot of time to research the topic, write engaging content, provide images, and pitch to quality websites. My SEO team and I utilize a few different methods to repurpose our content creation efforts by reposting our external publications on our own blog.

Normally, posting duplicate content on your website is a bad idea. However, the following three strategies address the duplicate content issues and enhance your website’s user experience, RSS feeds, and email marketing.

3 Strategies for Reposting on Your Website

Method 1: Reference with a summary

Method 2: rel=canonical

Method 3: 301 redirect