Every change presents a new challenge and a new opportunity for a growing business. Though some content marketing strategies may remain effective for many years; eventually, most old marketing content needs to be edited, re-written, discarded, or, in some way, re-optimized at some point. The good news is that doing so could help attract new customers to your website and boost your overall SEO performance.
With that in mind, here are four effective tips for re-optimizing old marketing content.
Correct Mistakes, if Any
This should go without saying, but marketing professionals should make it a point to review their old work every once in a while to check for mistakes or factual errors. Even the best copywriters make mistakes from time to time. Thankfully, you have the ability to set the record straight for your readers. Note, if you do decide to make a big alteration to an old blog or article, it may be a good idea to include how and why you’ve updated it – in case any readers become confused.
Add New Information
Odds are, a digital marketing guide first created in 2010 wouldn’t contain much useful information for using advertising platforms on social media sites like Facebook and Twitter. As the world changes, so should your content. In some instances, it may make sense to completely discard old content and write a totally new piece. In others though, you can build off of your previous work and simply incorporate new data and figures into it.
Adjust Your Keywords
Successful businesses evolve and grow with time. So, it’s no surprise that an old blog may not focus on the keywords or topics that matter most to your company now. It’s entirely possible to adjust old content to focus on new keywords and central topics. For instance, it’s fairly easy for a skilled marketer to update an old blog about redesigning an office to place greater SEO emphasis on a particular concept, like office signs or wall murals, to name a few.
Launch it Again
Quietly reorganizing and improving your old content may produce some marginal digital gains. Yet, if you really want to generate new interest in your old content, you should take the time out to give it a proper second launch. Advertise it on social media, send out an email campaign to support it, and promote it on forums where your best customers can find it. Don’t be afraid to admit that you’ve made changes – let the world know and encourage them to contact you further. Doing so will be sure to give your marketing efforts a serious boost!