Does Your Blog Content Wither and Die? Revive It!

Recycle ContentIf you’re one of the many smart bloggers who also build their email lists and deliver a blog newsletter, I bet you put a lot of effort into creating high-quality content.

Often, that valuable content is timeless, but only appears on the most-viewed part of your blog – the homepage – for a short time. Other posts push it off into your homepage and into oblivion.

This is frustrating – after all, other subscribers could benefit from this content, right? Even if they sign up days, weeks, months or years after you first published it?

Fortunately, with a simple email marketing tactic, you can resurrect your content from the depths of your blog and keep it in front of your ever-growing, ever-changing audience.

Turn Your Blog’s Best Content Into an Automated Email Newsletter

There’s no reason to put all that hard work into creating great content, then get just one round of clicks, comments and other actions from it. Why be satisfied with that?

Much of your blog’s content isn’t only relevant at one particular time. And to borrow from an old NBC slogan, if subscribers haven’t seen an old post, it’s new to them.

Get that old content out to them and make it fresh again!

Create an Autoresponder Campaign For Your Blog in 3 Easy Steps

1. Identify Your Best Content

Go through your old blog posts and figure out which ones are the truly high-quality ones that all subscribers need to see, even if they’re years old.

2. Turn Each Post or Group of Posts Into an Email

There are a handful of ways to go about this:

  • The fastest, simplest way is to just copy and paste your full post content into an email, style as you see fit (if necessary) and save. No introduction, no conclusion, just the post as a standalone.

    I don’t necessarily think this is the best solution for everyone, but it’s far better than doing nothing – and if you’re really too pressed for time to do more than that, then at least do that.

  • Copy and paste a compelling excerpt from your article, add a link to read the full post, and then add a brief introduction and conclusion to the email.

    I like this method because it encourages clickthroughs, but you may find that including the full post is better.

    Either way, including an intro and conclusion is a good idea because it gives you a chance to build context and continuity into the series of emails you’re sending.

  • If you have two or more good posts on a topic, write an email that combines the ideas in those posts and links to them in context (this is something you might be doing with blog posts already).

    The more posts you have on a topic, the less you need to write.

    In fact, if you have say, 10 posts on a topic, you could write a simple introduction (“a lot of our readers want to learn about ______ because ______, so here are our most useful resources about that”) and then just provide a list of links to those posts.

3. Add Your Emails To Your Follow Up Series

Once you have your emails together, create them as follow up messages.

As you create each one, think about how much time you want to pass between those messages and schedule accordingly.

Remember, new subscribers will also be getting your new posts (right?), so spacing the emails too close together could be overkill, especially if a subscriber gets your new posts and your old posts on the same day.

  • One way to get around this: deliver your follow up messages only on a certain day of the week – a day when you don’t send your regular blog newsletter – using Autoresponder Send Windows.

    For example, if you normally email your latest post/s to subscribers on Tuesdays, you might tell us to only deliver your follow ups on Fridays.

    That way, you could deliver these emails as automated weekly tips without sending subscribers 2 emails on the same day.

As you create more quality posts, you can either continue adding emails to your follow up series or edit your existing ones to work those posts into the emails you’ve already created.

Examples of Email Campaigns That Do This

  1. Darren Rowse shares how he did this for his site
  2. In our recent video interview with Ramit Sethi, he talks about doing this for his site

  3. At AWeber, we do this in some of our own email campaigns.

    For example, if you join AWeber and subscribe to our customer training series/newsletter, you’ll see some emails that take posts from this blog and rework them into email messages designed to expose you to educational content that you might not have ever seen otherwise.

Do You Revive Your Blog’s “Oldies But Goodies?”

What results have you seen from doing this? Any tips on this for the rest of your fellow readers?

Share your thoughts below!

Update: I happened across a recent post from AWeber customer Lynn Terry with some good thoughts on this topic.