Is It Time for a Content Marketing Refresh?

Content creation is a huge part of search engine results ranking. It’s difficult to find the sweet spot of relevance, quality, and length to catch the right sort of attention. Once you achieve it, it’s only for a short period. Every piece of content, even good content, doesn’t hold an audience forever.

Not everyone has the means or time to constantly create content from scratch. Fortunately, you don’t have to. Refreshing content is a helpful alternative strategy, and you can do it alongside fresh content or in place of it.

What is Content Refreshing?

To refresh content, go through your old content and see what needs an update. When you refresh old posts and material, include information users want to know that didn’t make it into the original round.

For instance, if you have posts from before 2020, is all the information still relevant? Did the pandemic change anything? If so, add it! Content refreshes include everything from updated information to a new “voice” for a company. Keyword changes and product, images, or business plugs also fit into refreshes.

Tips for Deciding When to Refresh

Just as there are plenty of reasons to create new content, there are just as many reasons to refresh it. Audit your older content and see if any of these apply.

• Dated but Relevant – If you have an older piece of content, such as a page or blog entry, that is still relevant to your target audience and contains the information they’ll want, consider refreshing it. Many people look at the publishing date before clicking a link, and if the content is a few years old it sees less traffic than new, fresh pieces.
• Relevant but Ignored – Sometimes a piece seems to tick all the right boxes but doesn’t take off. If you have content that contains something you know your audience wants but it never got the hits or ranking it deserved, a refresh gives it a second chance.
• Formatting – Any content you publish must be readable. Formatting and the general user experience sometimes need a refresh even if the content itself is still viable.
• Visuals – If your old content doesn’t include images or videos, refreshing it and including visual media often improves its rank.

Conclusion

There’s no need to dump old content or let it fall by the wayside. Occasional refreshes allow you to get the most out of what you’ve already created, and they’re necessary to stay relevant in a fast-paced online world. If you should have any questions about the current content on your website, give the experts at Search SEO Chicago a call today.