How to leverage archive content during slow news periods

The dreaded slow news period. The newsroom is quiet, the trending topics are duds, and your homepage feels like a tumbleweed just rolled across it. But fear not! Your archive—that glorious treasure trove of past content—is here to save the day. With a bit of creativity and a touch of strategy, you can dust off those old gems and make them sparkle for a modern audience. Here’s how to do it without looking like you’re stuck in 2008.

Step 1: Dig Through the Archives (Without Getting Lost)

Before you start resurfacing content, you need to know what you’ve got:

• Identify Evergreen Pieces: These are the timeless classics—how-to guides, profiles, or explainer articles that still hold relevance today.
• Look for Seasonally Relevant Stories: A winter travel guide? Perfect for the chilly months. An old interview with a now-famous chef? Resurface it during Foodie February.
• Check Analytics: Use tools like Google Analytics to find articles that performed well back in the day. If it was popular once, it can be popular again.

Step 2: Update and Refresh the Content

A little sprucing up goes a long way. Nobody wants to read an article that screams, “I was written before smartphones were a thing.”

• Add New Context: Update facts, stats, and examples to reflect the current landscape. For example, if you’re revisiting a 2015 piece on social media trends, sprinkle in some TikTok love.
• Enhance Visuals: Replace grainy images with high-res ones, or add an infographic for extra oomph.
• Improve SEO: Optimize headlines, meta descriptions, and keywords to align with current search trends. Pro tip: use tools like SEMrush to find new keywords.

Step 3: Repackage for Modern Platforms

Resurfacing content isn’t just about hitting “publish” again. It’s about tailoring old stories for today’s platforms:

• Create Social Media Snippets: Break long articles into shareable quotes or quick tips for Instagram and Twitter.
• Turn Articles Into Videos: A well-written piece can easily become a snappy YouTube video or TikTok reel.
• Compile Listicles: Combine related stories into a “Top 10” or “Ultimate Guide” format. Example: “5 Must-Read Features from Our Archives That Are More Relevant Than Ever.”

Step 4: Promote Like It’s Brand New

Just because it’s old doesn’t mean you can’t give it a shiny new launch:

• Newsletter Features: Highlight an archive piece as a “Throwback Thursday” special or part of a themed series.
• Homepage Placement: Give revamped articles a prominent spot on your homepage. Treat them like new content—because, in many ways, they are.
• Social Media Campaigns: Tease the article’s relevance with engaging captions. For instance: “Remember this 2010 feature? It’s back with a fresh twist.”

Step 5: Tie It to Current Events

One of the best ways to make archive content relevant is to link it to what’s happening now:

• Anniversaries: Revisit stories tied to major events or milestones. “On this day, five years ago…” never gets old.
• Trending Topics: Got an explainer from years ago on a now-hot topic? Dust it off and frame it as a “What you need to know” piece.
• Celebrity News: If someone in your archives just hit the headlines, resurface your past coverage of them.

Step 6: Measure and Adjust

Once you start repurposing archive content, keep an eye on the numbers:

• Track Engagement: Use analytics to see which resurfaced pieces are resonating. Are readers clicking, sharing, and spending time on the page?
• Experiment with Formats: If a listicle outperforms a straightforward re-post, lean into that style for future revivals.
• Gather Feedback: Don’t be afraid to ask your audience what they’d like to see from the archives. They might surprise you.

Final Thoughts

Leveraging your archive content during slow news periods isn’t just smart—it’s essential. It keeps your site fresh, engages your audience, and makes the most of the hard work your team has already done. So, start digging, get creative, and let those forgotten gems shine. Who knows? Your next viral hit might already be sitting in your archives, just waiting for a little TLC.