What does one do with such content? The first step in this process is to build a list of all your blog posts that don't bring any traffic to your business. Put each of these articles into one of the following buckets: Bucket 1: Outdated news content that is still relevant to a section of the audience today. Bucket 2: Content that is relevant today but does not bring traffic. Bucket 3: Content that is not relevant today. The third bucket of content is neither relevant nor can it be revived in any way to bring new customers to your business. User engagement: Content in buckets one and two have a valuable part to play in your SEO strategy. Google algorithms have evolved quite a bit over the past few years and long-form content ranks better than short articles that are under 500 words long. It is a good idea to revive these pages by sharing them on your social media channels once again. Repurpose: Marketers put a lot of effort into researching and publishing articles, and it is a shame to not make the best use of such valuable content.
Over the past nine years, I have consulted dozens of clients on their marketing campaigns. A lot of my assignments have been related to organic brand building and content marketing. Today’s question comes from Gregory Bullock from TheraSpecs. He asks, “What is the best strategy for dealing with outdated/low performing blog posts?”
Bullock tells me that his company website has a lot of blog posts related to clinical research from several months back. Many are outdated and do not bring any new traffic. What does one do with such content?
This is a common issue businesses face across industries. In recent times, for example, a lot of UK-based businesses are talking about GDPR and its impact on their specific industry. There is a wealth of information to be sought here. Yet, a couple of years from now, this information is going to be redundant. Worse, if you run a news-focused business blog, your articles are going to become stale even before the week is over.
There are a number of steps you could take to fix this problem.
Categorize your content.
The first step in this process is to build a list of all your blog posts that don’t bring any traffic to your business. Put each of these articles into one of the following buckets:
Bucket 1: Outdated news content that is still relevant to a section of the audience today.
Example: This news item on The New York Times website about the U.S. Tax Bill was published in Dec. 2017 and may not bring traffic at the end of the news cycle. But it is going to be of interest to anybody in future who is researching on their taxable income.