Hubspot published a brilliant article on using old blog posts to drive leads. I’ve used this tactic as a one off, in particular at OfficeDrop, but the idea of doing it as an optimization strategy is great.
Basically, your old blog posts are likely driving leads. Here’s how you do it:
- Figure out which ones are the real drivers, in terms of traffic and lead gen.
- Seek to update the ones driving conversion to get more traffic and improve conversion.
- Improve the conversion rate on the ones driving traffic, but with few leads.
- I’d add a backlink strategy to push juice from posts that Google likes and point them to pages on your site where you are building authority.
It’s a great post and excellent strategy. Old blog posts are not sacred; in fact Google loves updated content. And you social media followers probably will too.