Rediscovering Hidden Gems: Old Content Worth a Second Look

I WORK FOR ORGANIZATIONS THAT NEED SOMEONE THEY TRUST AS A PARTNER AND CHAMPION FOR THEIR BRAND. AS AN OUTSOURCED DIRECTOR OF MARKETING, I JUMP RIGHT IN AND FOCUS ON WHERE THE NEED IS THE GREATEST AND MOVE FORWARD FROM THERE. I AM CURRENTLY TAKING ON 1-2 NEW CLIENTS. PLEASE FILL OUT THIS FORM SO WE CAN SCHEDULE A COMPLIMENTARY CONSULTATION.

In the ever-evolving world of online business, one challenge stands out – keeping your content fresh and engaging. Whatever your niche may be, there’s a finite number of topics you can write about. Eventually, you might find yourself faced with the need to recycle some of your past content. But fear not, for this is not a setback; rather, it’s an opportunity to breathe new life into your blog. Topics change, audiences evolve, and revisiting old subjects can be a smart move in your content strategy. In this blog post, we’ll guide you through the process of identifying and updating your old content for continued success.

Identify Promising Posts

Google Analytics

The first step in revitalizing your old content is to identify which of your posts continue to attract organic traffic. Head over to Google Analytics, and follow these simple steps:

• Log into your Google Analytics account.
• Navigate to “Acquisition” > “All Traffic” > “Channels” > “Organic Search.”
• Select “Landing Page” as your primary dimension.
• Set the time period to the past month.
• Now, scroll through the list of pages and pay special attention to those that were published quite some time ago (over a year) but are still popular in search results. These are your prime candidates for an update.

Google Search Console

Another method to uncover old posts deserving of an update is by using Google Search Console. Here’s how:

• Access Google Search Console.
• Go to “Performance” > “Search Results.”
• Look for pages either at the bottom of the Search Engine Results Page (SERP) (position 7-10) or on the second page of search results. From an SEO perspective, these pages are ideal candidates for updating, as doing so might propel them to top positions and bring in more traffic. Ensure that the topics are still relevant.

Update Them with New Information

Updating an old post is often simpler than creating a new one from scratch, making it an attractive option. However, there’s still work to be done if you want your updated post to shine as if it were brand new:

• Stay Current: Check if there have been any recent developments in your field and rewrite your post to reflect these changes.
• Freshen Up Visuals: Replace outdated images, such as those showing old interfaces, with new and relevant ones. Visuals can significantly impact engagement.
• Review and Update Links: Click on each link within your post to ensure they still work. Replace any broken or outdated links with more relevant and reliable sources.
• Optimize for Current Best Practices: Your writing style may have evolved, and so have editorial guidelines and SEO requirements. Make necessary edits to align with current best practices.
• Update the Publication Date: Change the publication date to indicate when the post was last updated. This signals freshness to both readers and search engines.
• Promote Like New: Treat your updated post as if it were brand new. Promote it across your social media channels, newsletters, and any other platforms you use to reach your audience. A sufficiently updated post can provide value even to those who have previously read it.

The Role of an Outsourced Director of Marketing

But what if you don’t have the time or expertise to execute these content updates effectively? This is where an outsourced Director of Marketing can become your secret weapon.

An outsourced Director of Marketing is not just a hired hand; they are a partner in your business’s growth. They not only work to understand your business and your goals but also serve as a sounding board, a strategic partner, and a champion of your brand.

With their expertise, an outsourced Director of Marketing can guide you through the process of identifying which content needs updates, ensuring that it aligns with your current business objectives, and executing the updates efficiently. They bring a fresh perspective and the latest marketing strategies to the table, helping you make the most out of your old content.

Breathing new life into old blog content is a savvy strategy for maintaining and increasing your online presence. By identifying promising posts, updating them with fresh information, and promoting them effectively, you can harness the potential of your existing content to reach new heights of success. So, don’t hesitate to revisit your archives and bring your timeless content back into the spotlight. Your audience will thank you, and with the help of an outsourced Director of Marketing, your business will thrive.

Ready to Revitalize Your Content? Verde can help! Book a consultation now to harness the power of an outsourced Director of Marketing.