Why You Need to Keep Promoting Your Existing Content (and How to Do It Well)
Slow seasons can feel scary when you’re a small business owner. Bookings slow down, inboxes quiet, and the pressure to “create more” starts building. But here’s something I’ve learned: slow seasons are often the most valuable seasons. They give you the space to revisit what you’ve already created and make sure that your best work is still being seen.
Your long-form content is not meant to be one-and-done. It is designed to keep driving visibility, credibility and traffic for months and even years when you continue promoting it. And if you are in a slower season right now, refreshing and re-sharing that content is one of the smartest ways to keep momentum going.
The Problem With Letting Long-Form Content Collect Dust
Creating long-form content like blog posts, podcasts, and YouTube videos takes real work. You are sharing expertise, solving problems, and giving your audience something valuable.
But if you publish once and move on, the majority of your audience never gets a chance to benefit from it. Even your warmest followers miss things because algorithms shift and life happens.
This type of content acts as your “big picture” content. It’s your library of resources and value. Why wouldn’t you want to make sure sure that it gets seen and serves? Your past work deserves a spotlight long after its publish date.
For a deeper look at the power of evergreen content, read:
➡️ Why Your Business Needs an Evergreen Resource Library Built on Core Long-Form Content
Why Ongoing Promotion Matters for Long-Form Content
Most people haven’t seen your content yet
SEO strengthens over time when you re-share and update links
Showing up with your best work reinforces your expertise
It takes less time and energy than constantly creating from scratch
This is such an important part of building a marketing system that supports your life, not the other way around.
How to Keep Your Long-Form Content Working
Internal Linking
Each time you publish something new, connect it to something relevant you’ve already created. This increases page views and signals authority to Google, and gives your audience more to consume.
A helpful companion post:
➡️ Simplifying Your Content Marketing Routine for the Busy Fall Season
Refresh and Re-Publish
Update a headline, swap in a new photo, improve the CTA, and share again. It’s not “repeating yourself” — it’s making your message more accessible.
Repurpose Into Short-Form Content
Your long-form content should fuel everything else:
Social captions
Short videos
Carousel posts
Pinterest pins
Email highlights
Google Business Profile updates
Batch scheduling tools like Metricool make this much easier.
Promote It In Your Email List
Include your best blog posts and resources inside your weekly emails. “From the archives” is always valuable to someone new.
Don’t have an email list yet? Check out:
➡️ Why You Need an Email List for Your Business or Brand
Share It on Pinterest
Pinterest is a search engine that rewards evergreen content. A single pin can drive traffic for years. Include eye catching pin designs, commonly used keywords in your titles and descriptions, and catch people where they’re seeking solutions or inspiration!
If you’re ready to get started with utilizing Pinterest:
➡️ The Power of Pinterest for Small Business Owners
Talk About It More
Mention related content in:
Podcast episodes
Collab opportunities
Networking conversations (in person or online)
Resource lists and guides for clients
More mentions mean more reach.
A Personal Content Creation Story From My Postpartum Season
When my daughter was born, I had very little capacity to create new content consistently. I wasn’t posting regularly on social media and blogging took a back seat for a while. Even during that quiet season, and despite my panic of staying visible or relevant on social media… something really encouraging happened.
I continued to get inquiries. I continued booking photography clients. And I continued growing new email subscribers.
That happened because of two things:
The long-form content already published on my website
The email list I had built leading up to that season
Those two assets kept working for me while I was focused on healing, motherhood, and adjusting to a completely new life rhythm. They gave me breathing room when I needed it the most.
How I’m Using My Current Slow Season
Even now, I’m treating this quieter stretch of the year as a chance to strengthen what I’ve already built. I’m:
Catching up on promoting the blog posts that I’d published earlier this year
Creating new Pinterest pins for each of them (eventually posting 5-10 total unique pins per content piece)
Updating posts to include links to their upcoming podcast episode versions
And making sure new readers can find my best work quickly
This is one of the most sustainable forms of marketing you can do. If you’re seeking more smart ways to spend your time during slow season, grab my freebie!
Try This Simple Slow-Season content Strategy
Pick one strong piece of content from your library and:
Refresh one part of it
Add internal links to two related pieces
Create one new promotional asset in Canva
Share it or schedule it immediately
Small moves still move you forward. They also build habits over time!
Final Thoughts
Your long-form content is too valuable to be forgotten after one week. Let your best work continue to serve your audience and your business. And let your slow seasons become seasons of strengthening your foundations.
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