A mini guide for your next content refresh
In our last issue we talked about how to choose a content piece to refresh, and today, we're talking about the ways to do a refresh.
Heya, creative minds
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Back to business — in the last issue, we highlighted how to identify pieces for a content refresh.
Today, we’re taking you through the process of how to approach the content refresh.
Just to brush up on your facts a bit — content refresh is more than just changing a few numbers and deleting a few paragraphs here and there.
Here’s the right way to do it:
Content’s alignment with the search intent
The current landscape has made it increasingly common for brands to rank for the wrong keywords.
This can be attributed to a multitude of reasons, and it's crucial that you steer clear of this pitfall by aligning your content to the keyword’s intent.
One way to do this is to analyze other pages ranking for the same keyword to understand their approach and avoid misalignment.
Use tools like Content Harmony for an in-depth analysis of your content's relevance.
It can create comprehensive reports based on the keyword and its intent, offering valuable data to finetune your content for search engine optimization.
Regularly reassess your content to ensure it continues to align with search intent over time.
By ensuring that your content is in sync with search intent, you can create superior-quality content that resonates with your target audience and drives conversions.
Audit the external links in your content
An integral aspect of SEO enhancement is to ensure the quality and relevance of the external links in your content.
One way to do this is by regularly auditing these links to ensure they are functioning properly and contain up-to-date information.
If you encounter any issues such as error pages or obsolete information, act quickly and make necessary changes to your content.
Taking these measures not only safeguards your search engine rankings and potential conversions but also strengthens your credibility with your audience.
Further, consider networking with other authoritative websites in your industry to establish beneficial relationships.
These practices can garner valuable backlinks, significantly boosting your SEO and driving more traffic to your website.
As the legends say, improving your SEO is a continuous process requiring consistency and a keen eye for detail.
Look at the images and stats
To maintain your content's relevancy, it is important to ensure your cited research is current and accurate.
Avoid citing outdated statistics that no longer hold relevance to your article.
Instead, either update statistics with the latest available information or remove them completely.
Regularly review and update your images and infographics to keep them fresh and relevant.
Make it a habit to stay updated with the latest industry research and statistics.
This will keep your content fresh and engaging for your readers.
Remember, regular content updates are pivotal for preserving your search engine rankings and converting potential customers into loyal ones.
Try to add more comprehensive details and updated examples
When refreshing an old content piece, it's important to keep in mind that the original piece may contain outdated examples or information that need to be updated.
Adding a new perspective to the piece can help to keep the piece relevant and fresh.
One way to do this is by changing an example or covering a certain point in more detail, which can add depth and nuance to the content.
Consider incorporating new research or data to support your points, which can help to enhance the credibility of the piece.
Another option is to explore related topics or sub-topics that were not covered in the original piece, which can expand the scope of the content and provide additional value to readers.
By adding updated details and examples, you breathe new life into the content, making it more engaging and valuable for the reader.
This constant rejuvenation is the key to keeping the reader interested and engaged.
Look for opportunities to take it to a next level
If you're updating an article that hasn't been touched for some time, there may be gaps for you to fill.
Start by adding more current examples or mentioning brands that have successfully navigated the topic you're discussing, making the article more relevant and enjoyable for your readers.
For instance, if there is a content piece titled "The only guide you'll need to host your first retail event in 2021" you can revamp it for 2023 by incorporating recent examples or highlighting brands that have effectively hosted retail events in 2023.
This will not only make the article more relevant but also demonstrate your knowledge of the latest trends and innovations in your industry.
Publish and don’t forget to promote
Even if it’s just an updated content piece, you still need to promote it as much as a new one. Here’s how you can promote it:
Re-post the updated content on your social media channels with compelling captions to draw attention.
Share the updated piece with your email subscribers, offering extra insights or behind-the-scenes information.
If your piece includes quotes or insights from subject matter experts, notify them about the published post. They're likely to promote the piece from their end, seeing as it features their expertise.
Utilize relevant online communities like Slack, Reddit threads, or Quora to maximize your content's reach.
Ensuring your content reaches a wide audience is an important aspect of content marketing.
Well, refreshing content can be a time-consuming activity, especially if you have a vast content repository.
However, ignoring it can have a significant impact on your search engine rankings and potential customer conversion that you really don’t want to lose.
That's all for today, folks! Stay hydrated, and don't forget to share this newsletter with anyone who needs to learn about content refreshing.
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