Q: What’s the best strategy for old blog content and using it to bring new traffic to your website?
A: Conduct a simple content audit.
If you manage a business blog, you know that even your best blog content can age faster than cheese and become just as stale. Maybe it’s still relevant as-is, or maybe a few key points need a review and an update based on industry or market developments. But knowing how to prioritize and get the most value out of this older content can be a challenge. So where to begin?
According to SEMbyotic, a digital marketing agency serving enterprise clients, you should conduct a simple content audit. Here's how they break it down in the following infographic:
Review your old blog content and sort into these three groups:
Conduct regular content reviews.
We know the word "audit" can be a turn off, so how about scheduling regular "content reviews" and going through the steps above? Is there a slow time in your industry? Maybe right after the holiday season or after income taxes are due? Then that's the time to examine your inventory of old blog content and put a fresh coat of paint on those posts that are most valuable to your customers and communities.
You'll be glad you took the time to review and revive these older blog posts. According to Obit Media and their survey of over 1,000 blog content creators, only 55% of marketers update old blog posts but those that do are 74% more likely to see strong results. So as SEMbyotic points out, "there's clearly an advantage to be gained by conducting regular content audits and reviving old but valuable content."
Editor's note: Julee Klein of JKM currently serves as VP of Client Services at SEMbyotic and is the author of the referenced article and designer of the shared infographic.