A Step-by-Step Guide on How to Revamp and Breathe New Life Into a Dormant Blog

Maintaining an active and healthy blog is key for generating brand awareness, driving traffic, and nurturing customer relationships. However, it’s not uncommon for blogs to fall by the wayside over time with content becoming outdated and infrequently created. 

If your company or organization’s blog hasn’t been updated in years, don’t stress – it’s never too late to breathe new life into your online presence. In this post, we’ll go over actionable strategies for bringing your blog back to life and how to transform it into a content hub that connects with your audience and increases your visibility.

statistic. According to LinkedIn, adding a blog to your existing website can increase traffic by as much as 434%.(source, LinkedIn)

initial assessment.

The first step in bringing your blog back to life is to conduct an assessment of your existing content. Take inventory of all of your posts, categorize them by relevance and quality, and identify any gaps or areas which could stand for improvement. 

google analytics post performance research

Dig into your analytics and identify which posts perform the best with your target audience, and which ones may need to be updated or even retired altogether. If you don’t currently have Google Analytics set up, now would be a great time to get it installed so that you can track your progress and measure results.

tip. If you decide to retire and delete old posts, it’s important to create redirects so that visitors aren’t presented with a 404 if they followed a backlink to that particular page.

develop a strategy.

Now that you’ve assessed your current content, it’s time to develop a strategy for moving forward. Set clear goals, whether it’s increasing website traffic, generating leads, or positioning your brand as a thought leader in your industry. 

Define your target audience and tailor your content strategy to address their needs, interests, and pain points. Unsure of who your target audience is and how to define it? Read this article to help gain a better understanding about how to define your target audience.

identify content opportunities for your target audience

Conduct keyword research by using a variety of tools to identify what your target audience might be actively searching for, then generate fresh content that speaks to those questions or pain points.

Also consider creating a topical map to organize your content to cover a wide range of relevant topics. Creating a topical map for your website is a strategic approach to organizing and optimizing your content for both users and search engines.

If you structure your content around relevant topics and subtopics, your website can become established as an authority in your niche, improve your site’s visibility in search engine results, and ultimately attract your target audience effectively.

tip. Explore the possibilities of writing a companion pieces for existing posts, or write a completely new and updated version of one of your best-performing articles to serve as a follow-up. 

Keep an eye on your competitors’ websites and social media channels to identify any gaps or areas where you can provide unique insights or perspectives. Also, look to industry trends or news to get inspiration for fresh content. 

Set aside time with your team to brainstorm topics that would make a good subject for your blog posts. This could easily be done by mentioning it during a weekly production meeting. Before the close of the meeting, settle on a few topics and start generating outlines for your new articles.

refresh existing content.

With your strategy in place, begin refreshing your existing content to bring it up to date and aligned with your current brand messaging and positioning. Update outdated statistics, facts or references, and refresh the writing style and tone to reflect your brand’s personality and voice. 

If you find any outgoing links that are no longer active, take the time to replace them with something new and adjust the content accordingly if possible. Remember, it’s good practice to have a few outgoing links within your blog articles, but you don’t want to overdo it and come across too spammy. 

You can also consider repurposing evergreen content into new formats, such as infographics, videos, or podcasts, to extend its reach and appeal to different audience segments.

By combining these techniques you can consistently come up with fresh, relevant, and engaging content to expand your blog.

create a content calendar.

It’s always good practice to keep momentum and maintain consistency in the publication of your articles. Create a content calendar in your company’s project management system outlining your upcoming blog posts and publishing schedule and stick with it. 

project management calendar

Plan out topics, keywords, and publishing dates in advance, and assign responsibilities to team members or contributors as needed. Be sure to incorporate a mix of content types and formats to keep your audience engaged and cater to different learning styles and preferences.

Depending on how quickly you want to scale your blog, set goals and commit to publishing a certain number of articles per week or month. Search engines highly value consistency when assessing the quality and relevance of a website. 

tip. Search engine algorithms recognize websites that continually provide fresh, valuable, and up-to-date content. Regularly generated content indicates credibility, reliability, and authority within a particular niche or industry.  

promoting your article.

Once you’ve started publishing new content, don’t forget to promote it effectively to maximize its reach. Share your blog posts on your social media channels, email newsletters, and industry forums to attract new readers and drive traffic back to your website. 

Take caution not to share your articles in social channels that frown upon self promotion. It’s important not to indiscriminately plaster your articles everywhere thinking that it’s an acceptable practice in every social media space. Not everyone wants to see self-serving posts advertising services in their online community. Get to know the rules of the group before you choose to share your article. 

tip. Use compelling calls to action prompting visitors to engage. Make it easy for users to reach out and find out more about what your company or organization does or offers. Keep form fields to a minimum to help reduce friction.  

If your blog comment section is opened up for discussions, be sure to engage with your audience by responding to comments, questions, and feedback. However, don’t feel like your blog needs to be open for comments, especially if you don’t have the time and resources to routinely respond.

measurement and optimization.

Finally, continuously monitor and measure the performance of your posts using analytics tools to gauge their effectiveness and identify areas for improvement. 

Track key metrics such as website traffic, engagement, conversion rates, and keyword rankings to assess the impact of your efforts. Use this data to refine your content strategy, optimize your blog posts for search engines, and ensure the ongoing relevance and effectiveness of your blog.

statistic. The average blog conversion rate is over 5%. The top organic results on Google average a 45.61% CTR. Getting your website to rank at the top of Google’s results pages through effective SEO strategies means you’ll enjoy the highest CTR possible. (source, highervisibility.com)

conclusion.

With the right strategies and approach, reviving a dormant blog is certainly achievable. Conduct a thorough assessment, develop a clear strategy, refresh your content, and implement a consistent publishing schedule. By doing this you can salvage your neglected blog and transform it into a valuable asset that drives traffic, generates leads, and showcases your brand’s voice. Remember, consistency is key, so keep the momentum going. Publish high-quality, relevant content regularly. Interact with your audience, make connections, and participate in the conversation. 

By combining all of these efforts, you’ll be set to position your brand as a trusted source and authority in your industry. With dedication, your blog can become a great tool for generating organic traffic. If you get frustrated throughout the process, just remind yourself of the benefits that come with consistent and valuable content creation.

In the meantime, if you have the capability, why not just simply hide the date for the time being until you can give your blog the attention it deserves?

Does all of this work sound like too much to take on in-house? Or, maybe it falls outside of the capabilities of your internal team? Contact me today to learn about how I can help.

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