Content Marketing – Ensure That Your Old Blog Posts Remain Evergreen

Neil Patel just posted a great article on Content Maintenance: How To Ensure That Your Old Blog Posts Remain Evergreen.

Here’s a quick summary of the key points in the article.

  • Even though updating old content has been proven to help your SEO, it still doesn’t get much attention from an Internet that’s always on.
  • After the editing process is done, the content is published on blogs and shared in social media.
  • If you’ve worked with content for a very long time, you’re probably familiar with each of these stages, at least in theory.
  • Content maintenance is often discussed but infrequently delivered on in the neverending push to create fresh content.
  • Marketers seem to prefer to skip to the end of the life cycle where we decommission old content in favor of new ideas.
  • Do you want to neglect content that you could update to create more valuable pieces?
  • Some brands have seen astronomical success, like this company whose traffic grew 1,800% when they started focusing more on maintaining their old content.
  • Think about some of the benefits that evergreen content bring to your website.
  • These are the pieces of content that Hubspot calls a Pillar Page.
  • Content maintenance is about creating a sustainable relationship with an ever-growing audience by keeping your posts reliable.
  • The only way you can ever reach that amount of success is if you put the same amount of effort into your own content.
  • So let’s look at some methods to help you update and maintain the older content on your site.
  • Whether it’s an early 2000’s style background or a broken link, there will be technical issues that you have to tackle when you start going back to your old content.
  • Even if you published your content in peak condition for its day, I can guarantee that you’ll find at least one element that’s changed in the subsequent years.
  • The easiest way to audit your content for broken or outdated links would be to use the Chrome extension LinkMiner.
  • Since broken links hurt your SEO, leaving an older link that “Used to be good” in your content will actually end up hurting you in the long run.
  • Yet another change that you may encounter with an older piece of content is due to upgrades and shifts in how we upload and consume media.
  • If you have older content that relies on Flash, it’s not going to survive much longer even if it is good.
  • Finding a way to renovate that content for a modern audience could help it remain evergreen for years to come.
  • Because an older page may not have the structured data that makes pages SEO friendly for these types of searches, your content is less likely to rank as high as it should.
  • Giving the content and structure a refresh can do wonders for your SEO, but you have to put in the effort.
  • It should be said that you can’t and shouldn’t update every old piece of content.
  • If you focus on maintaining and revamping these pieces of content, you have a good bet that you’ll be able to continue leveraging them in the future.
  • Each piece of content you create has a purpose, and that purpose should be kept in mind in your long-term efforts.
  • If you feel like your content could be doing better, you can always check out different ideas for revamping your pieces in a new format.
  • A short while after they post the initial blog, they create a video with the same content.
  • It’s the same information, but it’s been presented in a way that revitalizes the content and brings it back into the limelight.
  • If you focus on ways to recreate and leverage your most popular posts, you’ll never neglect content maintenance again.
  • This is a slightly different approach than focusing on popularity because it opens the door for more “Underperforming” content relative to a post that was originally made to be evergreen.
  • Depending on your needs, it can provide an actionable content maintenance plan that helps you grow the effectiveness of your evergreen content.
  • If the answer to all three questions is yes, then you have a piece of content that can be updated.
  • Since your most relevant content is going to be viewed and shared more, focusing on creating and revamping relevant content can improve your overall content lifecycle.
  • You can even A/B test elements like titles and imagery with your subscribed readers to help you find and keep the content that works best.
  • Another way you can evaluate relevance would be to analyze how your content is used and what actions are taken from it using heat maps.
  • You may not like it, but you can’t just ignore your old content.
  • If you want to create the kind of evergreen content that grows your brand, you have to keep putting effort into it.
  • If you really want to get serious about maintaining your content, commit to sacrificing some of your time to it.
  • You can’t have an overnight success with evergreen content.

With the right approach, you can create a powerful content library that will stay relevant and boost your brand for years to come.

Here’s a link to the full post –