COMMENTARY: Blogging - The gift that keeps on giving

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By Traci R. Gentilozzi

 
It can sometimes be difficult to come up with new topics for a  blog. But the truth is, you don’t always need to publish brand-new blog content. 

If you blog regularly, you already have a treasure chest full of ideas at your fingertips. Old blogs really are a gift that keeps on giving. Just pull out a gem from the treasure chest, dust it off, rework it and ... whala ... you have fresh content!

Here are some tips for making those old blog posts “new” again.

Time for a makeover 

If your living room is getting drab, you might liven it up with a fresh coat of paint, right? You can basically do the same with blog posts; that is, re-invigorate them with a makeover. A blog makeover can include:

• changing the images or graphics in the post.
• refreshing outdated information.
• adding more content (i.e., new legal developments, recent case law, etc.).
• revising the format of the post.
• rewriting the headline, subheads, etc.
• including new tips or practical examples.

Once you’ve given the blog a makeover, be sure to change its publication date. This way, it will once again appear on the first page of your blog.

Keep in mind that sometimes you may not need to update an old blog post at all. If it’s a “classic” that is still relevant, just repost it without changing a thing.

Create a spinoff

Much like a television show produces “spin offs,” you can take a single concept from an old blog and create fresh, new content around it. In other words, one blog post can lead to many others!
 
For example, maybe your firm practices personal injury law and last year you published a blog outlining personal injury protection (PIP) benefits under the No-Fault Act. Why not create separate blog posts that details each PIP benefit? That way, you can discuss the benefit in greater detail, discuss relevant case law, offer some practical tips, etc.

Another way to spin off a blog post is to explore the topic you already wrote about from a different perspective. For example, you can take that same general PIP benefits blog post and look at it from an insurer’s point of view or a medical provider’s perspective, making sure to address the legal concerns and/or relevant case law.

Same content, different format

The truth is, some people do not like to read or do not have the time to read. What does this mean for your blog? It means there is an audience that you’re likely not reaching. However, these non-readers would probably listen to or watch blog content.
 
You can capture the interest of this untapped audience by turning written blog posts into podcasts, infographics, slide shows or videos. By doing this, you not only put a fresh face on old content, but you can publish the “new” content on other sites with a backlink to your own site. In turn, this will bring more visitors to your website. 

If you’re uncomfortable producing videos or speaking for podcasts, you don’t have to do it yourself. With the help of websites like Fiverr, you can hire outside people to do it. 

For instance, get someone to narrate your blog post. Guess what? Now you have a podcast. Or get someone to convert your blog into a PowerPoint presentation. Guess what? Now you have a slide show. Then if you combine the podcast with the slides, guess what? Now you have a video.

You can post these reformatted blogs on sites like YouTube (video); Vimeo (video); Visual.ly (infographics); iTunes (podcast); and Slide Share (slide shows).

Show off your best

In the world of blogging, there some posts always perform better than others. Problem is, once you’ve been blogging for a while, even the most engaging blog posts end up buried in your website archives. Why not push these top performers to the forefront again? This way, new website visitors can find them.
 
One way to show off your finest blogs is to create a web page dedicated solely to them – a “best of” page that houses your best material. Depending on the web platform you use, there are various ways to do this. 

Don’t be a hoarder

A good way to make old blogs new again is to publish them on another website with a bigger audience. In other words, share your content with other websites and other people who may want to read it.
 
While many websites require never-before-published content, numerous sites welcome content that has already been published on your own blog. Some of these are Medium, Vox, Mashable, Entrepreneur and HG.org.

Long live the classics

Classic songs never die. The same is true for blog posts. If blogs published years ago are still relevant and provide valuable information, then update and republish them using the above-mentioned tips.
 
The point is this: don’t let your blogs sit around collecting dust in an archive where they cannot be found. Brush them off, give them new life and let them get the attention they deserve. 
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Attorney Traci Gentilozzi is the owner & operator of 360 Legal Solutions PLLC, a company that focuses on legal content development and social media promotion for sole practitioners and small law firms.

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