Why You Should Not Neglect Your Old Content

Content is, and always has been, king. Sure there is a sudden emphasis on content marketing that started in these past couple of years. But really, content is the very basis of what makes the web.

And as an online marketer this is perhaps one of your most important focus. You work hard to publish new blog posts, send new tweets, launch new ebooks and market your products and all that. Rinse, repeat, and pump your valuable time into creating fresh, new and engaging content.

Fresh content that almost instantly becomes old.

New stories get pushed off from your homepage, posts move to the second page, your offers are no longer relevant. It is easy to put all this work into creating new content and neglecting your old one.

Chances are, a significant chunk of the monthly page views of your blog is of old content. Items that you published more than a month ago, start ranking well in search results, get shared, linked to and bring in traffic and visitors.

Which makes perfect sense.

But at the same time it is imperative that you optimize your old content too — new content gets that initial surge of direct traffic via email, social sites and search engines, but old content that has had time to marinate is also equally valuable.

Sure, it may be outdated. The information you shared in a blog post may have accumulated holes and may not be completely accurate. An ebook you created could be filled with inaccuracies.

And this is where this strategy comes into play.

Updating, republishing and re-promoting your old but valuable content can not only prove to be a timesaver, but is perfect for use as ramp up. Identify your targets, dig deep into your web analytics and look for your old content that still gets a high amount of traffic.

Then decide on how you can repurpose it. It could be as simple as updating an offer, reflecting new changes in an ebook, or even highlighting a popular blog post. Just don’t forget to have an effective CTA (call-to-action) and optimize your old content for conversion.

Work out and employ a strategy here, and you could be generating new leads with very little work.

Leave a Comment Below

  • Smart. One way I think of it is if people are googling something specific, there’s a chance they’ll find your older posts or articles rather than just the homepage to your website. So as you said, old content is still very much important.

  • Is there a strict cutoff to follow here? For instance, after 1 month, is it too old to bother with or is there no real time lime to worry about?

  • Nice points showered throughout this post. I happen to agree with you, but had never thought of it like this before. Thanks for sharing your point of view.

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