Instead of creating content that may feel like scrapping the bottom of the content barrel, it may be easier to freshen up your old content by bringing it up to date.
Over time, ideas, strategies, products, methods or recipes that would have been appropriate at the time of creating the content, may have changed or evolved.
We often see this change in fast-paced industries such as business, technology and finance. Changes to government legislation, development in technology or reforms can quickly make content outdated and no longer relevant.
Our 9 tips will help with giving old content a new lease of life and making it more appealing and relevant to your readers.
1.SEO and Keyword Research
With all content, you want it to be found and relevant. There is no point in reworking old content when there isn’t as much demand for the topic, compared to when it was first published.
To avoid this mistake, use tools such as Google Keyword Planner, Uber Suggests or Story Base to determine, high-level keywords and similar words or phrases that are being searched for in your industry and including them in your content creation.
Remember to make your keywords relevant to the content and natural without heavily increasing the keyword usage or over-stuffing.
Make use of opportunities to use Long-tail and Short-tail keywords when freshening up your content. Using spreadsheets will make it easier to list the keywords, phrases and the search volumes and can be used later on for inspiration on creating new and linking to old pieces of content.
2.Evaluate Whether Your Content is Relevant
Using that data gathered from your research, you will have an idea as to what is still relevant and what is not. Unless your old content is completely outdated such as “How to install MS-DOS”, you most likely would be able to refresh the content to make it applicable to today’s market.
Keyword research gives a good indication to search volumes, but it should be taken with a pinch of salt. Just because, search volumes may be low, doesn’t mean the topic should be ignored. Refreshing content with low search volumes could easily help you with higher rankings on SERPs by including new and relevant information.
Key Performance Indicators (KPIs) are a good way to determine any strategy. By setting goals and KPIs from the outset will help determine the best direction to take and how to measure your progress.
Success can be measured in a number of different ways such as how many people comment on a post, like, share or take some form of action such as completing a form or making a purchase.
Metrics can be used to determine what is and what is not working. You can then make adjustments to your strategy to ensure your content will be relevant both today and in the future.
Remember to keep in mind any changes to your audience that may have occurred since the content was first published, to now – Has your audience matured or are you appealing to a more technical crowd?
4.Ask The Audience
A great way to find out what your audience is looking for is to ask them. You can do this either by email, setting up a poll on your website or on social media to find out what they want or don’t want from your site, such as more videos, images or infographics.
The information can then be used to get a better insight into what your current audience is looking for and how best to keep them engaged going forward. Using Blogger Outreach is a great way to reach influencers in your industry to gauge their opinions and thoughts.
5.Make Your Focus As Unique As You
Although other businesses or blogs maybe touching on similar areas to you, you need to remember to stick to your niche and what makes you different from your competitors.
If a piece of content that was previously published didn’t work as well as you were hoping, give it an overhaul with a unique angle that your competitors may have missed or failed to touch on, that embraces your core values, goals and objectives.
6.Turn Text Into Different Formats
Unfortunately, the written word is becoming a thing of yesteryear. With more audiences changing the way they consume content, you need to ensure that your content is available across as many multiple formats as possible.
Consider turning your text content into a video or podcast. With your content in a video format, audiences can then consume your content across many different platforms such as YouTube, Instagram Stories, SnapChat, Live Video etc. The video content can also be used in a downloadable audio version for podcasts and optimised for voice search results.
By having your content available in multiple formats and shared across more platforms, you will have a greater chance of reaching new audiences and getting more people visiting your website compared to when the content was originally created.
7.Create an Infographic
Data is far easier to consume in a colourful visual format than text. By creating an infographic that summarises the content, you will make it easier and quicker for your audience to pick out the key facts and figures at a glance.
By refreshing your old content into a visually appealing infographic will make the content easier to digest by the reader and more likely to be shared across social media even if it was previously overlooked in the past.
8.Turning Video Into A Live Session
It’s not only text content that can use a refresh, videos can also be refreshed to meet the ever changing needs of the audience. By turning your old videos into live sessions, you have the opportunity to directly reach your audience in the moment.
Go through your popular videos and address the questions your audience may have commented upon, ask and answer new questions and build upon your current engagement.
9.Conduct An Interview With An Expert
There are high chances of your content being previously covered by other competitors. By getting an expert in the field to answer questions or give their opinion will give a deeper insight into the challenges or opportunities they face in their industry.
Experts can include customers, employees, thought leaders, heads of departments and even getting competitors in on the action.
Interviews can then be published in blog, audio, video or live session formats and used to engage audiences and get them to ask questions in real-time and will also help build your credibility.
Refreshing old content can also take you down memory lane to the earlier days when you first started your business or blog and reignite the fire that first inspired you to start and see how far you have come.
Leave us a comment about how you get on and if you have any tips for us to include.