One of the best things about the blogging process is that your readers can easily find and reference your old material.
Unfortunately, it’s also one of the worst things, as having your readers view your old and outdated material can decrease the legitimacy of your brand.
Yes, unfortunately, the ancient content of your blog is like a loaf of bread or that bag of chips from Cinco de Mayo—stale and probably better off being replaced. But you shouldn’t just replace your entire blog, right? There’s bound to be some valuable content hiding between the dust and the mold. If you’re stuck with aging blog posts, your best bet might be to refresh your content and reinvigorate it with value.
To Refresh or Not to Refresh Old Blogs
So where do you start when you want to add more value to your old material? The first step is to take inventory and make sure you know what you’re doing. Content revival can be great, but it may not be the right option for every post.
Refreshing Content: Advantages
- More relevance to your users: Refreshing your material keeps your blog current. If you run a tech blog, users want to see recent material about the latest gadgets and gizmos—not a blog about why Compaq beats out Windows 95.
- Enhanced organic SEO and better search engine rankings.
- Better brand image: A busy and updated blog shows that you’re a busy company that values the content it produces as well as readership.
- More inbound links and reposting: This applies particularly if your content marketing strategy has a social media element. Old content can get just as many shares and links as new content.
Refreshing Content: Drawbacks
With all of the supposed benefits of fresh, hip content, what could the downsides possibly be?
- There’s no getting around it—updating content takes time. It’s less time than writing an entirely new post, but either way, you’ll have to put some effort in. Part of this work involves digging through your material and knowing which material can see the most benefit from upgrading. And if you fail in this step…
- You run the risk of hurting yourself. If you don’t have a clear idea of what posts have generated the most clicks, discussions, and leads, you run the risk of changing your heavy-hitter content into something less effective. Keep an eye on your analytics to make sure you’re not doing more harm than good.
Freshen Up Your Content
One of the biggest benefits to refreshing your old content over posting new articles is the time you can save. Who has the time to constantly write about your business when you have to worry about running your business? Small hinges swing big doors, and small changes to your blogs can create a big impact on your readers.
- Don’t save the date, save the URL: Any changes made to your content should have a new date but the same URL. Changing the URL is tantamount to creating an entirely new post in SEO terms. Don’t waste the value your blogs already have.
- Add long-tailed keywords to generate more specific, qualified traffic.
- Create resource centers that make it easier for readers to find the content that might be buried on page 10 of your blog.
- Including landing pages to deliverable material, such as white papers or reports, can add SEO value to the hidden content that isn’t currently being indexed by search engines, as well as adding more URLs through which the search spiders can crawl.
Jazz your content up with the inclusion of multimedia such as video, images, or informational diagrams. These can add a new perspective to your content and attract a bigger readership by offering multiple formats for the viewing of your content. The inclusion of a few relevant videos and infographics can add a tremendous amount of value to your old posts.
Involve Your Readers
- Client testimonials and product reviews help add legitimacy to your brand and are an easy way of crowdsourcing valuable information that both improves your brand image and provides feedback.
- In case you haven’t done it already, allow your users to comment! While comments don’t offer anything new to your post per se, you’d be surprised at how much life a vigorous discussion can bring to an old post.
Keeping It Fresh
When it comes to getting more bang for your buck, it’s hard to beat the value that rejuvenated content can provide. With just a few small changes, you’ll see better SEO results, more inbound links, more sharing, and more eyes on your material.
The material is at your fingertips. All it takes is a little time and elbow grease to see the wealth of benefits that fresh content can bring you.