We are constantly talking to our clients about the value of creating fresh, engaging content for their website and marketing activity, and don’t get the wrong impression from this short post, this is still a massively important part of any business growth strategy.
However, there are ways of getting more from content and never think that you only get one shot at reaping the well-documented rewards here. If you have a lot of old content lurking in the history of your site, don’t ignore it, with a little work it could be just as useful today as it was when it was first created.
Yes, fresh content is the thing everyone works hard to create but does this mean you should just ignore all the older content?
Why bother addressing old blog posts?
On many sites, the sheer number of pages are the biggest reason to consider improving or scaling back old content. If past content managers chose quantity over quality, heaps of old posts eventually get buried, all evergreen topics have been written about before, and it becomes increasingly harder to keep inventory of your content.
Giving your old content a new lease of life is like tuning an old car. It’s not about pimping your ride and making it radically different. If it’s running ok and still worth keeping then tuning it up with a few light repairs are worth it.
Updating old content can be a project like a spring clean, but to get the most benefits, if you create a lot of content, updating it should be built into your content marketing strategy and implemented on a regular basis.
The risk of not doing this is that customers will find old content, see it’s out of date and then form an opinion about your business.
Our advice is this: Take a look at the archived content, what is still relevant today and how can that be used in a fresh piece of content? Think about how thoughts and opinion have changed since it was written and consider breaking it up and creating a past, present and future updated version, or simply update with more relevant and current editorial.
Let our Head of Content and his team loose on your archived content and we’ll probably be able to produce a wave of fresh content for you to use! We’re available on info@goldsanddigital.com so drop us a note.