How do you update and optimize old content for better performance?
1. Audit and Identify Underperforming or Outdated Content
- Use analytics tools to locate posts, blogs, or videos with declining traffic or engagement
- Identify outdated technical references (e.g., deprecated APIs, old UI screenshots, product names)
- Prioritize content with high impressions but low clicks or conversions
- Flag duplicate, low-value, or off-brand content for repurposing or removal
- Categorize content by type (thought leadership, product how-to, case studies) for focused updating
2. Refresh Content With Updated Information
- Revise product features, services, pricing, or supported technologies to reflect current capabilities
- Update statistics, industry benchmarks, or regulatory compliance info
- Replace outdated visuals with new graphics, videos, or screenshots
- Add recent success stories, certifications, or integration updates
- Include quotes or insights from newer team members or clients
3. Optimize for Search and Social Visibility
- Rework headlines, meta descriptions, and image tags with current SEO keywords
- Update internal links and CTAs to direct traffic to active campaigns or landing pages
- Improve formatting for readability (e.g., use bullet points, H2 subheadings, and summaries)
- Add relevant hashtags and platform-specific tags for social rediscovery
- Adjust post copy and visuals for current platform trends and formats
4. Repurpose and Re-distribute Across Channels
- Turn long-form blogs into LinkedIn carousels, Reels, or short videos
- Extract quotes or stats to create infographics or quote cards
- Break tutorials into multi-part Story or YouTube Shorts series
- Schedule re-promotion of the updated content across channels with new visuals and messaging
- Use content hubs or highlights to archive updated pieces for ongoing access
5. Measure Performance and Iterate
- Track changes in traffic, engagement, and lead generation after updates
- Compare new performance metrics against original baseline data
- A/B test new headlines, visuals, or calls-to-action
- Collect audience feedback through polls or comments for further refinement
- Set a recurring schedule (e.g., quarterly or biannually) for reviewing and refreshing evergreen content
