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How do you refresh existing content to increase its value?

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You've spent hours creating valuable content for your audience, but how do you make sure it stays relevant and engaging over time? Content marketing is not a one-and-done activity, but a continuous process of optimizing and updating your existing content to match your goals, audience needs, and search trends. In this article, you'll learn how to refresh your content to increase its value and performance, and what tools and strategies you can use to make it easier and more effective.

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Leverage seasonal updates:

Refresh your content by aligning it with current seasons or trends. For example, transform "5 spring cleaning tips" into "5 fall cleaning tips" to maintain relevance and attract seasonal interest.### *Utilize content consolidation:Merge similar articles into a single, comprehensive piece. This not only eliminates redundancy but also enhances the quality and depth of your content, improving SEO and user engagement.

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1 Why refresh your content?

Refreshing your content can be beneficial for both your audience and SEO. Updating your content can help you align with the latest algorithms, keywords, and user intent, which in turn can improve your rankings and visibility on search engines. Additionally, providing fresh, relevant, and helpful information can boost your traffic and engagement. You can also increase conversions and leads by updating calls to action, offers, and landing pages to match your content and audience stage. Lastly, refreshing your content can help you establish authority and credibility in your niche.

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Dorien Morin

Social Media Strategist | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer |?? #StrategyTalks
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The MAIN reason to refresh your content is to get maximum ROI for minimal investment. Let me repeat. Easy to do as in, minimal effort. With maximum outcome! If you've not done this - get started ASAP. Here are some ideas for refreshing, updating or reusing older content: ★ Add or change the season "5 spring cleaning tips" -> "5 fall cleaning tips" ★ Change the year "The 2023 guide to buying running shoes" -> "The 2024 guide to buying running shoes" ★ Change numbers "7 tips to paint your home" -> "13 tips to paint your home fast" ★ Change locations "9 kid-friendly hotels in Las Vegas" -> "9 kid-friendly hotels in San Fransisco" Now go re-produce and have fun!

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Eric Novinson

Freelance Writer at Self Employed
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Refreshing content's very useful when you've learned more about the original topic so you can add more keywords and information your readers want to know. You can use this information to turn a mediocre article into a great one.

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2 How to audit your content?

Before you begin refreshing your content, you should audit your existing content to determine what needs to be updated, improved, or removed. A content audit is a comprehensive analysis of your content inventory, performance, and quality. You can use tools such as Google Analytics, Google Search Console, or a content audit template to gather and organize data about your content, such as metrics regarding its performance in terms of traffic, engagement, conversions, and revenue; its relevance to your audience's needs, interests, and pain points; its accuracy; its quality in terms of readability, usability, and SEO; and any gaps in your content strategy. Based on the results of the content audit, you can prioritize and categorize your content into four groups: keep, update, consolidate, or delete.

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Eric Novinson

Freelance Writer at Self Employed
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It's a good idea to check Google's search console to see what articles are indexed as well. The articles that aren't indexed are the ones that need the most attention. They can reduce the overall quality of your site and lower the visibility of your other articles because Google uses some site-wide ranking signals.

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Walter Lim

Digital Marketing Agency Boss | Chief Content Strategist | ACTA-certified Trainer | 120+ companies 380+ workshops 6,700+ trainees
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Beyond these areas, it maybe useful to also look at your entire inventory of content and see if there are overlaps (bound to happen) as well as opportunities for merging content if need be. Beyond text, do also look at your images and visuals to see if they are still relevant — these should also include videos, as well as embedded ones.

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3 How to update your content?

Updating your content involves making changes to improve its value and performance. Depending on the audit results, you may need to update different aspects of your content, such as the content itself, the format, SEO, and CTA. For example, you can add new information to support your points or remove outdated information. You can break up long paragraphs into shorter ones or use subheadings, bullet points, images, or videos to highlight key points. Additionally, you can update your title, meta description, URL, headings, and keywords to match your target audience's search intent and queries. Lastly, you can change your CTA text, color, or placement to make it more visible and relevant. All of these updates will help you deliver a better user experience and authority.

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Eric Novinson

Freelance Writer at Self Employed
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It's also useful to check if an article is ranking for keywords that you didn't originally include in the article. If you find those kinds of keywords, it's a good idea to add relevant information about them when you update the article. It's very likely that the updated article will rank well for those keywords.

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4 How to consolidate your content?

Consolidating your content involves merging two or more pieces of content with similar topics, keywords, or goals into one comprehensive piece. This can help you eliminate duplicate or competing content, increase the depth and quality of your content, boost your ranking and visibility, and enhance engagement and conversion. To do this, you need to identify the pieces of content that can be consolidated through a content audit and keyword research. Then, choose the best piece of content to serve as the main piece, redirecting the other pieces to it using 301 redirects. After combining the best elements of each piece of content into the main one, edit, format, and optimize it for readability, usability, and SEO. Finally, update your CTA, offer, and landing page to match the consolidated content and audience stage.

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5 How to delete your content?

Deleting your content can help you improve quality and consistency, enhance performance and SEO, and streamline your content strategy and management. To do this, you need to identify the pieces of content that need to be deleted based on your content audit and performance metrics, remove them from your website, CMS, and social media platforms, use 410 redirects to tell search engines that the pieces of content are permanently gone, and update your sitemap accordingly. Additionally, you should monitor your analytics and SEO to see the impact of deleting your content on your traffic, rankings, and conversions.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you refresh existing content to increase its value?

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4

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6

1 Why refresh your content?

2 How to audit your content?

3 How to update your content?

4 How to consolidate your content?

5 How to delete your content?

6 Here’s what else to consider

Content Marketing

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How do you refresh existing content to increase its value?

1

2

3

4

5

6

1 Why refresh your content?

2 How to audit your content?

3 How to update your content?

4 How to consolidate your content?

5 How to delete your content?

6 Here’s what else to consider

Content Marketing

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