Chances are, you’ve got some old content just collecting dust on your site. But just because it’s old doesn’t mean it’s irrelevant! With a little refreshing, that content can be given new life and help attract attention from both search engines and readers.
What Is Content Decay?
Content decay is the gradual loss of traffic and engagement that happens to old blog posts and articles over time. It’s a natural process that happens because people are always searching for new information. As time goes on, your old content is less likely to be found by someone who’s looking for something specific.
There are a few reasons for this:
1. Search engines like Google are constantly changing their algorithms. That means that what may have worked to get your content seen in the past may not work as well now.
2. People’s interests change. They may be interested in something you wrote about a year ago, but not so much now.
3. Your competition is always changing. As new websites and blogs come online, they have the potential to outrank your old content.
How to Find Dead Content?
One of the easiest ways to find old content that might benefit from a refresh is by using Google Analytics. In your dashboard, you can click on “Behavior,” then select “Site Content.” You’ll see a list of URLs from your site.
To identify pages that are getting little traffic or engagement, sort the list based on Pageviews and Avg. Time On Page. The lower those numbers are, the less usefulness your page may have for visitors now.
You can also look at any social media metrics you may be tracking for each piece of content. If a post isn’t getting much attention or interaction on platforms like Twitter or Facebook, it’s probably time for a refresh!
If you’re not sure where to start, you can also manually go through your content and look for posts that are several years old. Chances are, there will be some pages that could use a little love.
Once you’ve identified old content that could benefit from a refresh, the next step is to come up with a plan for doing so.
How to Add Life to Dead or Decayed Content
There are a few different ways you can add new life to old content:
1. Update the post with new information
One option for refreshing old content is to update it with new information. This is especially useful if your post covers a topic that’s evergreen, or always relevant. For example, if you have a post about social media marketing tips, you could update it with new information as social media platforms change and evolve over time.
To update an old post, start by identifying the main points and key takeaways from your original content. Then, research recent trends in that area to see what’s changed or evolved. Finally, add new information to your post to reflect those changes, while still keeping the core message of your original content intact.
Updating old posts is a great way to keep them fresh and relevant for readers, as well as improve their search engine rankings over time. And if you have multiple posts on similar topics, this process can be repeated with each one to ensure they stay up-to-date and continue attracting traffic long-term.
If you’re not sure where to start when it comes to updating your old content, there are a number of tools and resources you can use. For example, blogs like Moz and HubSpot offer helpful advice on improving search engine rankings for your website. Additionally, social media platforms such as Facebook and Twitter often have online groups or forums where you can find tips for staying up-to-date in your field.
In short, if you want to refresh old content, there are many different strategies you can utilize to do so effectively. Whether you choose to update existing posts with new information or create new content altogether, the key is to focus on delivering value to your readers and providing them with the information they need most.
2. Change the format of the post.
If you’re looking to refresh an old piece of content but don’t necessarily have new information to add, another option is to change the format of your post.
One way to do this is by turning a blog post into a video or podcast episode. This can be especially effective if your original content is long and dense, as it may be easier for some people to consume in audio or visual form. Additionally, this can help you reach a new audience who may prefer consuming content in a different format than what you originally created.
Another way to change the format of your content is by breaking it up into smaller pieces. For example, if you have a blog post that’s several thousand words long, you could break it up into several shorter blog posts or even create a series of blog posts. This can make your content more digestible and easier to consume, while still preserving the main message from your original post.
To refresh old content by changing its format, start by identifying the key points from your original content and thinking about how you could simplify or repurpose them in a different way. Then, consider which formats might be most effective for delivering those messages to your readers. Additionally, look for inspiration online for other examples of how others have successfully refreshed their old content in various ways.
Ultimately, there are many different approaches you can take when it comes to refreshing old content. Whether you choose to update it with new information, change its format, or both, the key is to focus on delivering value to your readers and ensuring that your content is still relevant.
3. Create an accompanying piece of content.
If you want to refresh old content but don’t have anything new to add, another option is to create an accompanying piece of content. This could involve creating a video or podcast episode that discusses your original blog post in more detail, or breaking up your original post with additional resources and links.
One potential benefit of this approach is that it gives you a chance to reach a new audience who may prefer consuming content in different formats than what you originally created. Additionally, it can help you repurpose the information from existing posts by turning them into something new and valuable for readers.
4. Promote the content in a new way.
If you want to refresh old content but don’t have anything new to add, one option is to promote it in a new way. This could involve sending the post out to your email subscribers, sharing it on social media, or creating other promotional materials that highlight the content’s key messages and benefits for readers.
One potential benefit of this approach is that it can help you reach a new audience who may not be familiar with your work or who may prefer consuming content in a different format than what you originally created. Additionally, by promoting the content in different ways, you can expose more people to the information and make sure that they are aware of its value.
To promote old content in a new way, start by identifying the key messages from your original post and thinking about how you could share them in a different format or through a different channel. Then, consider which methods of promotion would be most effective for reaching your target audience and look for inspiration online for other examples of how others have successfully promoted their old content.
5. Let it go and focus on creating new content.
If you want to refresh old content but don’t have anything new to add, one option is to simply let it go and focus on creating new content. This could involve moving on from the topic of your original post entirely and focusing on something new, or using the information as a starting point for creating something new in a related field.
One potential benefit of this approach is that it can free up time for you to create fresh, valuable content that engages your readers. Additionally, by letting go of topics that are no longer relevant or useful, you can make room in your editorial calendar for future posts that better match the interests and needs of your audience.
To let old content go and focus on creating new content, start by identifying the topics of your existing posts that are no longer relevant or useful. Then, consider which new topics would be more valuable for your readers and focus on creating content that covers those topics. Additionally, look for ways to repurpose old content into new formats or channels that can be more valuable for your audience.
There are many different ways to refresh old content. Whether you choose to update it with new information, change its format, or both, the key is to focus on delivering value to your readers and ensuring that your content is still relevant. By taking the time to refresh your old content, you can ensure that you’re providing the most value possible to your readers and keeping them engaged with your work.