A week of bringing old content back to life

Warning: this content is older than 365 days. It may be out of date and no longer relevant.

One week ago, I shared with you some ideas about how to bring old content back to life and revive long-dormant pages. I then showed through example how to revive those posts using Buffer and Twitter.

Old money sign

For those that follow me on Twitter, the posts each day tagged with the #obg (oldie but goodie) hashtag were the ones I was bringing back to life after cleaning them up a little.

So, how did it work out? On a week over week basis:

  • I saw an overall increase of about 2.3% in traffic to the website.
  • Bounce rate decreased by about 1%.
  • Time on page increased by almost a minute.
  • Returning visitor rate increased by the same 2.3% as overall increase in traffic.
  • Traffic from Twitter was up by about 37%.

Here was the surprising number that leapt out at me, however:

In terms of conversion to new mailing list subscriber (which is the primary call to action), I saw an increase of 51.28%.

Why? Lots of retweets. Resharing oldies but goodies intelligently and methodically brought a host of retweets throughout the week that brought in new people, people who then took action and subscribed to my mailing list.

A week’s worth of data suggests that cleaning and resharing is a worthwhile practice, certainly worthwhile enough to keep experimenting with and testing more. If you’ve been following along, what have your experiences and numbers been like?

You might also enjoy:

Want to read more like this from Christopher Penn? Get updates here:

subscribe to my newsletter here

AI for Marketers Book
Take my Generative AI for Marketers course!

Analytics for Marketers Discussion Group
Join my Analytics for Marketers Slack Group!


One response to “A week of bringing old content back to life”

  1. Wow! Interesting results. I reshare old posts as well, though it’s not part of such a methodical strategy as was yours (I’m not cleaning them up and putting much thought into timing, just finding what still has value). But this post makes me think I need to take another look at how I share them!

Leave a Reply

Your email address will not be published. Required fields are marked *

Pin It on Pinterest

Share This