It goes without saying that the internet is expanding at an exponential rate. While this is great for the consumer, as they are spoilt for choice with content, the same can’t be said for businesses looking to stand out from the crowd.
Along with more competition, this ever-changing online world can also have an affect on old content, which may not be accurate or appropriate for your audience anymore.
In fact, studies show that the shelf life for even a new piece of content is typically a week. Therefore, this is something you need to keep on top of, otherwise all that time and effort spent on creating content will be wasted.
To ensure your content doesn’t die a slow and painful death, here are 6 top tips on how to keep it fresh.
- Create evergreen content
Despite the fact that some content can capitalise on news stories or the latest trends and gain lots of traffic as a result, it often makes sense to go with an evergreen approach, especially in the long-run.
After all, the more evergreen content you have on your site, the less content you have to regularly replace.
- Always optimise
As long as you optimise your content with relevant keywords, you should enjoy greater visibility and more traffic for a prolonged period of time.
This is because search engines continue to rank content for even semi-frequently search phrases. Consequently, you’ll witness a steady stream of visitors coming to optimised pages.
- Build a link profile
This doesn’t necessarily mean chasing external links that point to your site. Instead, identify old content that is still valuable and link to it within newer content.
Your readers will be getting a fresh piece of content as well as an additional resource to something equally relevant. You won’t have to republish old content in order to increase exposure either.
- Redirect to new content
There are a number of reasons why old content might need to be deleted, from restructuring your navigation to deleting obsolete tutorials. But that doesn’t mean you should leave visitors with a blank page in its place.
Any time you remove content, implement a redirect to newer content that your audience would be interested in. This is far better than arriving an arbitrary message saying the page no longer exists.
- Repurpose content
Whenever you’re struggling for content ideas, see what you’ve already created and consider repurposing it. For example, turn a blog into an infographic or a video into a GIF.
By choosing a particularly successful piece of content, which received lots of impressions, comments, or conversions, you can be sure that it will still add value to your audience.
- Replace content altogether
There will be times when you simply need to get rid of old content completely and create something totally original.
However, you can still use the backbone of older content. Just make sure it features new insights or opinions, otherwise loyal audiences will soon pick up on it.
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