As a digital marketing professional or business owner, you probably already know that value is relative. If you own a pizzeria, it’s likely you consider your pizza oven priceless while the owner of a pet grooming shop would view the same piece of equipment as worthless for generating revenue. If your marketing client wants to increase their sales, the chances are good that your client won’t view marketing efforts that are merely intended to provide information to consumers as valuable as those that have a strong call to action to buy something.
Similarly, your blog posts and webpages aren’t created equally in terms of value. With that in mind, which do you think has more value, your older posts or your latest content? If you’re like many, your immediate answer will be your most recent entries.
While that response is common, it’s also wrong.
New Content vs Older Posts
When you stop to think about it, it makes perfect sense that your older posts have more inherent value than your newer ones. Unless a new post goes viral instantly, it will take time for your new entries to drive traffic to your website. In general, a new post is meant to add substance to your site, establish authority, and answer consumer questions in the short-term. Once a recent post does these things over several weeks or months, it can then send traffic your way successfully.
Because it takes time for new content to drive traffic and generate conversions, your old content has more current value for your business. For this reason, it’s just as important for you to refresh your older content to generate the results you want as it is for you to publish new material.
Steps to Refreshing Older Content
Before you start reworking your older posts, it’s typically a good idea to identify the pages that are performing the best. While you may eventually want to refresh all of your older content, it’s wise to start with the material that has the most impressive metrics now.
To determine which entries have performed the best over the past few months or years, you can simply check your website’s analytics. Once you’ve found your best performing entries, make a list of the topics that you can add to or improve upon and put those pages at the top of your refresh list.
After you’ve made a list of the entries you want to refresh in the immediate term, it’s time to get to work. Here are some tips that will help you refresh your older material effectively:
- Improve Content Quality: When you’re working with older content, the odds are good that you can improve the quality of the material. If you referenced a study in your original piece, you can make your older post even better by including more recent research. You can also improve your older material by using keywords that are relevant today and adding new headings and subheadings. If your original work didn’t include any visuals, you should consider creating an infographic and incorporating it into your post.
- One of the most important things you need to avoid as you improve the quality of your material is changing the focus of your older posts. If you make so many changes to your existing page that they combine to effectively alter the focus of your content, it can have a negative effect on the page’s rank.
- Change the Time Stamp: After you’ve reworked an older post, you should change its time stamp from “published on” to “last updated.” Doing this will let viewers and search engines know that your content is current and fresh.
- Identify Linking Opportunities: Identifying linking opportunities is a key step in refreshing your older material. You should look for ways to link to your newer posts as well as opportunities to link to external resources such as any published studies you referenced in your post. If you link to another website or blog, be sure you let the person in charge of it know because they may reciprocate with a link to your content.
- Clean Up the Page: Clean up your pages as you go through your older material. Replace broken links and make sure the external resources you’ve linked to are still in business and relevant.
- Update the Title Tag: You should update your title tag so that it includes keywords that are meaningful today. You need to exercise caution when you do this, however, to avoid negatively impacting the page’s current ranking.
- Repackage Your Post: Depending on the nature of your older content, you may be able to repackage it to further increase engagement. You may be able to make a presentation, an email series, an e-book or even a webinar based on your earlier posts and pages.
- Promote Your Refreshed Content: Once you’ve reposted your refreshed material, you should promote it. You can promote it by sending an email blast to your contact list. You can also promote your reworked content using social media. If you haven’t built up a significant following on social media just yet, you may want to consider promoting your refreshed content with some highly targeted advertisements on your preferred social media platforms. This kind of ad may help generate more shares, likes, links, traffic and, ultimately, conversions.
- While many people automatically think of Facebook, Twitter and Instagram when social media comes to mind, you shouldn’t forget about Quora. Quora is a social answers site where users are responsible for generating all of the website’s content. This platform may give you the perfect opportunity to repost your reworked content to generate more interest and engagement.
If you’re refreshing content for a client, UpCity’s fully integrated digital platform is a great place to do it. UpCity brings thousands of digital marketing agencies and business owners together every month so they can enjoy even greater success together. Our user-friendly software makes it easy to track the effectiveness of refreshed content and monitor KPIs you can use to make your client’s marketing efforts even more impactful. Join UpCity’s growing, active community today.