Why Updating Your Existing Content Is So Important (And How To Do It)

Why Updating Your Existing Content Is So Important (And How To Do It)

Creating an effective content strategy is fundamental to your marketing efforts, but it’s usually about creating new content. Yet, your existing content may be even more important than creating new content because existing pages already have unique data, including rankings and on-page engagement. It’s much more effective to use your own data than relying on third-party numbers that your competitors have the same access to as you.

On March 15th, I was honored to be the guest host of the #VCBuzz marketing Twitter chat for the second time! Our discussion was focused on the benefits of updating your existing or older content and how to go about doing it. So, how do you create a content updating strategy or include updating your current content in your content strategy? Let’s discuss!

Why Updating Existing Content Is So Important

Q2 Why is updating old content so important and why do so many brands fail to do that?

Creating quality content is challenging and time-consuming, so you want to extract as much value out of it as you can. Your older content is a gold mine of benefits, which you’ve already spent time, energy and resources on, so don’t forget about it.

Updating your older content delivers a better user experience, so visitors find value on your site or blog, stay longer and show interest in your products and services. This includes visitors referred by backlinks, which will help boost your site’s SEO.

Updating older content and fixing broken links will also strengthen your site’s SEO by welcoming search engine crawlers and helping them index your site, boosting your rankings. Dead links stop search engine crawlers in their tracks.

Our society tends to focus on what’s new, which is why brands often fail to update older content. Once content is published and initially distributed, it’s put on a back shelf and forgotten about. Don’t do this and lose so many benefits!

Updating older content will also give you fresh ideas for new content! Approach a topic you previously blogged about from a different perspective, or explore a previous topic more in-depth by creating a series.

How To Identify Content That Needs Updating

Q3 How to identify content that needs updating? How to get better organized with content updates to turn it into an on-going process?

Use a tool like DeadLinkChecker to find broken links that may be damaging your rankings and usability. There’s a free tool, Multi Check (for multiple websites) and Auto Check (which runs on a regular basis and emails you reports).

Also, visit your website regularly! Before you create new content, look at older content you’ve already published on the same topic. Check popular posts to see if they need updated or can be enhanced with fresh information. Check pages before sharing!

Moving forward, include your older content in your content strategy. Dedicate time and resources to updating older content, refreshing your blog/site and cleaning up broken links on a regular basis. Make it an equal priority with creating new content!

Key Elements of a Successful Content Update

Q4 How to update content? What are the key elements of a good content update?

First, check for broken links, missing videos, corrupt images or loading issues. Are your images optimized or are they slowing down the page from loading? Have you used images without permission? Get permission, or replace them with appropriate ones.

Next, look at the copy. Is the headline drawing traffic, or can it be improved? Reread the article and captions. Is the content still relevant or does it need to be refreshed? Add any new information that will bring the content up-to-date.

Make sure your content is readable (and skimmable) with appropriate visuals, short paragraphs and different sections, or headings. White space and proper formatting are your friends on screen. Add relevant videos, GIFs, polls or other media!

Recommended Writing & SEO Tools

Q5 What are your favorite writing and SEO tools?

My favorite writing and SEO tools are Headline Studio and Email Subject Line Tester by CoSchedule, Microsoft Word, EvernoteWordPress.com and DeadLinkChecker.

Review the entire How to Update Your Old Content chat, and join future #VCBuzz marketing Twitter chats on Tuesdays at Noon ET.

Tweet Us (Or Leave Your Feedback in the Comments)

How does updating your existing content currently fit in your content strategy?

Do you delete content from your blog, or is everything worth keeping?

What are your favorite writing and SEO tools?

CCC’s Chief Content Marketing Officer,
Jaime

Vlog Update: Why Have We Been Quiet? Repurposing Content & More

Why Have We Been Quiet? Repurposing Content & More | A Vlog Update

Hello! It’s been a minute (or over six months) since we’ve published new content, so I wanted to jump on with an update. Watch the video below, or scroll down for more.

While we haven’t been publishing new content, we have been updating a lot of our older content. It’s so important to do that to make sure that your content is continuing to deliver value to your audience. Remember to keep an eye on your older content, especially if you see posts generating traffic or you plan to share an older post on social media. Revisit the post to see if it needs updated to continue to be relevant.

Part of the reason we’ve been focusing on updating our older content is one of our goals for 2020—to focus more on distribution while reusing and repurposing our content. It’s time-consuming to create quality content, so we wanted to focus on the distribution and promotion of our content even more, which we accomplished. So, we’ve been going back and resharing a lot of older content, which is still relevant, or updating it in order to still be relevant.

You can share older content in its entirety or take individual tips out of it to share. For example, pull a key point out of a blog article to tweet to your community or share in an Instagram Story. This tactic will allow you to continue to promote and share your content long after you initially create it.

Updating older content on your blog will help your search engine optimization (SEO) efforts, too. Refreshing older articles and posts will draw search engine crawlers to your site.

We are going to publish new content on the CCC blog while continuing to update our older content. Catch all of our new posts by subscribing via the signup box on top of the sidebar on the righthand side of the screen. Scroll down the sidebar to check out recent posts, popular content, categories and keywords. The latter two options will help you find content on a specific topic in addition to the search box in the top righthand corner.

As we create new content, we’d love to hear from you. What topics would you like covered in marketing, writing, social media or small business/entrepreneurship? Maybe you’d like to see a fresh take on a topic we covered previously, or you may be interested in something new. Comment on this post or contact us with topics you’d like to see!

We’re also looking for guest bloggers. We would love to hear your ideas on marketing, writing or social media-related posts, or you could share your small business or entrepreneurial experience for our audience. Reach out, so we can share your story!

Thanks for stopping by. We’re looking forward to hearing from you!

Cheers,

Jaime

Let’s get social:

How Search Engines Work: An Infographic to Improve Your SEO

How do you find information today? Chances are, you Google it. That’s the same way that potential customers find information on your products and services. Will they be able to find you?

This handy infographic by the UAB Collat School of Business explains the science behind Google, as well as other search engines.

  • How do search engines work?
  • How can I improve my site’s rankings?
  • What differentiates Google from Bing and Yahoo?
  • Who’s Archie?!

”The

University of Alabama at Birmingham Online

Are you interested in improving your SEO? Check out our other posts on search engine optimization, including 5 SEO Techniques That Will Boost Your Web Presence, or contact us to discuss driving more targeted traffic to your website or blog.

What’s your favorite search engine?

What’s a product or service that your searched for online?

How did you find the CCC blog?

Thanks for visiting!
Jaime

Let’s chat (about SEO, your web presence or otherwise):
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