Updating old content can make a big difference in your marketing strategy

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Imagine (or find) a content that you published for over a year. At the time he was successful, but reading today you realize that there are some things that have changed since then. Yes, the world is updated, new studies emerge, behavior change.

Thus, what you do? Creates another scratch material or updates the old content, making it even more complete, more optimized for search engines and for conversions and even more amazing?

Many professionals may think the ideal is to produce more content and pages to increase the chances of being seen. More indexed pages = more results. Right? Wrong!

This is because Google is full of content. Facebook is full of content. And the internet as a whole is full of content.

Thus, how to act? How to stand out in the midst of so much content on the same subject? Creating multiple pages and posts on the same topic or having a super content dismembering all possible points on this issue?

In this article I will explain what a content update, the advantages of this practice and give some examples of content (posts and eBooks) already updated here on RD.

Why outdated content can harm your strategy

To begin, put yourself in the place of your reader. Imagine accessing a post on a topic you are researching and realize that he is too old data or information that is already outdated.

Frustrating, right? But know that all blogs are at risk, after all, the world does not ask for permission for you to upgrade.

Let us assume that your company blog has a post with “5 tips to promote content on Facebook,” written in 2012.

In this scenario, there are two ways out:

Number 1: Create an entirely new content on the subject, with more current data, a new approach, new printscreens / images (if any) and nomenclatures. Solution: write a post from scratch, with other tips, keeping the two posts on the blog.

Number 2: Using the old content as a base and make specific changes, adding new information, updating outdated information by entering new internal links and reotimizando for conversions and for organic search. Solution: Upgrade the old post, adding new tips and eliminating the tips do not work anymore.

Analyzing the above scenario, we find a greater potential for results in the second option. Because? I explain in the next section.

Why upgrade older content can make a big difference in the marketing strategy of your company

The content update helped us quite DR to have a high volume of production in the year 2016. It was one of the great learnings of the year, I quoted the post as the RD blog posts reached 300 in the year: 12 hacks used as content editor .

But you are wrong who think that updating content is a hack only to increase the volume with little effort. Updates were very good for our content strategy as a whole. And no, they are not necessarily made with less effort than creating something new.

Some benefits that this practice can bring are:

    1. Strengthen the authority: Keeping readers up to date on issues related to your market, reinforcing its authority on the subject;
    2. Improve conversions: Optimize posts that are not having good conversions by inserting new links, CTA’s, banners, etc;
    3. Increase Organic Traffic: Optimize posts so they have a better performance in search engines;
    4. Improve the quality of post: Leave the better content, adding extra information that you had not thought of before;
    5. Scale production of content: Some content need constant updates. Knowing this, you can predict when to upgrade them and have a better predictability of the content that will be launched in the year.

How to update content: care and tips that you must have

I have already presented some advantages over the method of updating contents on this post. But that does not mean you should start updating posts like there’s no tomorrow.

Some precautions you need to have before you republish these materials.

1. Analyze whether it is worth updating content

Update the content is not only change his date or create a paragraph more. Hardly this will work, because it is something so small that it should have no effect on your strategy.

Another detail is pay attention to the content type. If a news story or a very factual post probably will not be worth updating it because it is perishable in nature. The case of evergreen content is different, they are content that does not have an expiration date and may remain always current, since updated.

Learn more about it in the post Why you should write posts with no expiration date .

So, do an analysis to understand whether this update will generate results. This analysis can be done in various ways. I will mention two:

IF THE

Take the most relevant keywords for your business and see where Google’s position your post or page is.

You need to get stronger in the race with competitors if you want to have good organic results. Advance a Web search shows that 71% of clicks on Google results are between the 1st and 6th. If you want organic results and is not, at least in 6th place, we need to improve.

Read the post Keywords: all you need to know to master the subject.

And remember: this is a constant analysis. An updated post can climb in the rankings, but nothing guarantees that it will be there forever.

Season and point releases

Start year, carnival, christmas, black friday, back to school and holidays are usually a good time for you to update your content and promote them.

You can use a special date to promote a related content. Instead of creating a new, update an existing one, let the best and promote it again to his audience.

And even that is not a commemorative day, many materials require annual updates. This is because its contents may contain a very old statistics, outdated practices, classifications that have been modified and a number of small details that can make a lot of difference in the content.

At the end of this post we will show some examples of materials that are constantly updated here on Digital results.

2. Write down everything about the old content

It is important that you know everything that was updated content. Therefore, create a spreadsheet and put there that you changed the URL (if applicable, which generally do not recommend), it changed the title, added images, changed the CTA, added links etc.

If a blog post, also put the number of views and Leads generated organically before the change. Filter a date (eg 30 days) and thereafter compare the new results to see if it was worth the effort.

3. If a blog post, be sure to change the date

An updated post it as a new post. So to republish it, do not forget to change the date for it to go up in the feed and appear on the first page of your blog.

4. If you changed the URL, do not forget the 301 Redirect

Some posts and materials here DR gained a new URL when they were updated.

We do not recommend, but it is necessary when it is necessary to optimize a post for SEO and the old URL is too long, for example.

In this case, the Redirect 301 is essential to pass the authority of the old URL to the new one . Moreover, it will make links (internal and external) who were directing to the old URL does not become invalid.

5. What is not a content update

The content update is the union of several factors and not the simple addition of specific things and low stress as:

  • Change only the date;
  • Add a paragraph;
  • Make a correction;
  • Add an image;
  • Change the title;
  • Change the CTA.

Now if you change the date, add new information, correct mistakes, add more images, change the CTA and change the title, then yes, we have a content update by the book!

Bonus: Examples of content that RD updated

As was said, we use quite this update tactic in the RD content strategy. This allows that the contents do not become outdated. And that goes for both the posts of this blog and for educational materials we produce.

Below, check out some examples of posts and materials that have already been updated in the DR:

posts

What it is and what it is for Lead Management

The was made that: Inserted links to new posts and cast materials, new Featured image and context update.

Persona: How and why create one for your business

The feat was: New URL, new featured image, content update and new CTAs. Url old: how-and by that create one-to-customize-your-company /

Glossary of Terms blogs

The feat was:  New title, new URL, new image, and update content addition and new CTA for Blogs ebook. Url old: you-know-all-the-terms-related-to-blogs /

Call-to-Action: everything you need to know

What was done: New title, new URL, new image, and update content addition, new CTAs for eBook CTA, optimization for KW “Call to Action”. Url old: 11-tips-to-make-your-call-call-to-action-be-noticed-and-clicked

Understanding how Google works

The feat was: New URL, new featured image, content update, update statistics, new CTAs and new video. Url: understanding how it works, google

eBooks

The Complete Guide of SEO – 2nd Edition

What has changed: Greater depth of topics covered, more practical exercises to apply from today and new optimization tips to win the first places on Google.

Introduction to Marketing on Facebook – 3rd Edition

What has changed: updated Tips taking into account all the changes on Facebook from one year to the next, updated printscreens due to layout and adding important information changes.

The Definitive Guide Email Marketing – 3rd Edition

What has changed: Greater depth of strategy and tactics of Email Marketing, clarity on what works (and what does not) in email campaigns, new segmentation tips, Autoresponder and Marketing Automation, subjects of templates for use in different situations , and a Glossary of terms Email Marketing;


Before you post, leave the prepared ground for possible updates. This post is an example of content that can be updated in the future, it is only the first version. Possibly, when we have more information about this practice or other tips on how to do it all here, we will update.

Finally, I would like to leave the question: Have you ever updated content on your site? Already familiar with the strategy or have any other tips to share? Tell us in the comments!