Back to Learning Center
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
Free Courses & Certifications

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
Marketing Strategy

What Smart Marketers Do With Their Existing Blog Posts

By Carly Stec

What Smart Marketers Do With Their Existing Blog Posts Blog Feature

Screen_Shot_2014-08-14_at_2.05.33_PM-1Our top 3 most viewed blogs post from this month weren't published this month. 

In fact, they weren't even published this year. 

The beautiful thing about business blogging is that your content continues to build momentum over time.

While the post you put out this morning is busy stirring up attention, your existing posts are showing up on search engine results pages driving even more traffic and leads. 

So before you pile on another new blog post, consider what you're already working with. You see, the solution isn't always more content, but rather learning how to blog smarter, not harder

Instead of writing until you're spent, we've identified 5 tips to help you squeeze more results out of what you already have in place right now.

Update the CTA

It's likely that doing an audit of your existing content will help you turn up a lot of new conversion opportunities. 

If you're a HubSpot user, you can use the page performance tool to sift through your published posts to uncover what's seeing the most traffic. Once you take note of what's working, revisit each post individually to assess the call-to-action alignment. 

Maybe you published a blog post on social media last year but you didn't have an offer on social media until this year. Simply swap out the old call-to-action with the new offer to open up more relevant opportunities for conversions

The goal of this is to direct visitors from older, existing content, to newer, more relevant marketing resources. 

Refresh the Content

While your content strategy should focus content that will remain relevant and interesting beyond the passage of time, some posts will require upkeep. 

In order to sustain your readers needs over time, it's critical that you have a plan for regularly updating posts to ensure they remain applicable. 

If you're leaving outdated content up for grabs, you're putting your business at risk of losing credibility in the eyes of your readers. 

Revisiting your old content also serves as a great editing technique. 

As a content marketing manager on a small team, I write all day, everyday.

With that being said, I've found that when I revisit old blog posts it's easier for me to see the content for what it really is. With fresh eyes, I can more easily identify readability issues, spelling errors, and weak spots. 

Feed Social Media

Platforms like Twitter, Facebook, LinkedIn, and Google+ move at such a fast pace that it's likely that more than half of your followers didn't see your post from this morning let along your post from 3 months ago. 

 It's important to keep in mind that as your social following grows, you gain access to more and more people who may not have seen some of your existing posts. So rather than tweet them and delete them from your queue, find a way to filter them back in. 

After all, people's time lines are constantly changing. While your post about how to generate more leads may not have struck their interest 3 months ago, they could be having a slow month right now and find the resource incredibly valuable. 

Support The Sales Team

Every time you publish a post that pertains to buyer persona pain points, you're providing your sales team with a valuable resource to use on their next call or in their next email. 

Do yourself a favor and block out some time to sit down with a few members of your sales team. Ask them about the common questions, objections, and concerns that prospects call upon, and use this information to compile a list of resources for them. 

Next time a prospects raises a question, they'll have a resource of yours to send their way. This helps to build the credibility and trust necessary to close a sale. 

Create New Offers

Believe it or not, your blog archive is best equated to a treasure chest in terms of offer opportunities.

Rather than start from scratch, start by considering the common themes that you cover on your blog. (For us, we focus a lot on areas like content marketing, search engine optimization, and lead generation.)

You'll want to approach your blog content archive with these themes in mind in and effort to round up a handful of posts that share some common ground. 

With anywhere between 3-5 articles centered around one subject, you can then begin to string together a powerful piece of premium content that can be offered up in exchange for a visitor's contact information. 

This type of strategic repurposing had the ability to provide your business with a big return for just a little bit of effort. 

Topics:

Marketing Strategy
Published on August 15, 2014

Recent Articles

Why You Might Want to Hire a Marketing Coach Instead of an Agency for Your Business

By Kimberly Marshall on October 26, 2021
7 min read

9 Crucial Elements Every Homepage Should Have [+Video]

By Ramona Sukhraj on October 21, 2021
6 min read

How To Become a Better Coach (for Business Consultants, Sales Coaches, and Marketing Strategists)

By Kimberly Marshall on October 20, 2021
8 min read

Get Clients To Seek Your Approval, Not the Other Way Around (Podcast)

By Kimberly Marshall on October 13, 2021
1 min read

Why Your Business Always Needs to Invest in Marketing — in Bad Times and Good (+ Video)

By John Becker on October 7, 2021
8 min read

How to Grow a Digital Marketing Agency (with Coaching Services)

By Paul D. Grant on October 6, 2021
6 min read

Hire Freelance Writers with Caution (Read this First)

By Paul D. Grant on September 27, 2021
10 min read

5 Key Elements of a Winning Inbound Marketing Strategy

By Kimberly Marshall on September 14, 2021
14 min read

How to Get the Most Out of Your 2-week HubSpot Free Trial

By John Becker on September 13, 2021
5 min read

Free inbound marketing courses and training

By Paul D. Grant on September 10, 2021
4 min read

Drift report on pandemic fallout reveals seismic shift in marketing strategy

By Paul D. Grant on September 9, 2021
2 min read

How much HubSpot do I need?

By John Becker on August 17, 2021
4 min read

Inbound marketing strategy: 7 steps to success

By John Becker on August 11, 2021
8 min read

How can the StoryBrand framework be used for inbound marketing?

By Zach Basner on July 21, 2021
6 min read

8 business blog design examples that keep readers engaged

By Steve Polito on June 16, 2021
6 min read

Think you’re paying too much for HubSpot? Here’s how to get your money’s worth

By John Becker on May 5, 2021
5 min read

Do I need to hire a HubSpot specialist, or can someone on my team handle it?

By John Becker on April 30, 2021
4 min read

Every website agency talks about strategy; How is IMPACT different?

By John Becker on April 19, 2021
5 min read

Customers aren’t getting what they need from my website; What can I do immediately to change that?

By John Becker on March 8, 2021
6 min read

6 tips for creating a successful HubSpot and Salesforce integration

By Joe Bachir on February 12, 2021
5 min read

Is your marketing still relevant in 2021?

By John Becker on February 11, 2021
6 min read

How to best use your 2021 marketing budget so your company rebounds

By John Becker on February 8, 2021
4 min read

53 best marketing books you need to read (updated for 2021)

By Allison Melnik on January 21, 2021
15 min read

Digital marketing budget: How much should you spend per month?

By Eric Dunn on January 14, 2021
9 min read

The 10 marketing KPIs you should be tracking (updated for 2021)

By Carolyn Edgecomb on January 5, 2021
9 min read