My Blog Update

Every once in a while, things need to be updated. Your mailing address, your wardrobe, your hairstyle, your media collection. Things get outdated, stale, and irrelevant — it’s just the way of our constantly changing world.

Unfortunately, your marketing content is no exception. Over time, what once was an accurate, fresh piece of content becomes, well … not so much.

Luckily, just like it’s easy enough to change your address, go shopping for stylish new clothes, get a brand new haircut, or buy new music, it’s also pretty easy to update your content.

And doing so can help you extend the life of your popular, high-performing content as well as save you the time and resources from creating content from scratch. Not too shabby, huh?

So sit back, read on, and learn all about how you should approach and execute the process of updating and republishing your outdated blog content. Your blog readers will thank you for it.

Updating Old Content? Why Bother?
If you’ve been blogging for a while, I’m willing to bet you’ve got some old, stale content lurking in the shadows of your blog. But why should you care? That stuff is buried deep in the depths of your blog, and no one is going to see it anyway. Right?

Wrong.

As you probably know, one of the main benefits of blogging is the search engine optimization (SEO) value it provides. In fact, earlier this month, I analyzed traffic to this very blog and found that in July 2013, 69% of the blog post visits we received in July were to blog posts published prior to July. That’s a lot of traffic. And it makes sense considering that 45% of the traffic to our blog in July came from organic search.

This means that any given moment, someone could stumble upon a blog post you wrote months (even years) ago that ranks well in search. This is one of the biggest advantages of blogging — content that continues to drive results in terms of traffic and leads over time. But if that searcher doesn’t bother to check the date/time stamp on that blog post, they might have no idea they’re reading outdated and possibly inaccurate information. Yikes.

Okay, that’s one good reason. The other reason is that not everyone who is reading your blog now, was reading your blog months and years ago. And even if they were, it also doesn’t mean they read every single article you published. By updating and resurfacing some of your older yet high-performing evergreen posts, you can extend the life of your best blog content as well as increase the results it continues to achieve over time.

Finally, it’s often much easier and quicker to update and republish an old post than it is to write a new post from scratch. While I wouldn’t recommend you do this for every post you publish — you should still be publishing lots of new, original content — this is a great way to shave some valuable time off your content creation efforts while still maintaining a consistent publishing frequency.

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