You may tidy up throughout the year, but there’s nothing like a deep clean to transform your space and make it new again. The same is true for your business’s content. A refresh will liven up your website, blog, and other assets—making them more relevant, and searchable.

What Is a Content Refresh?

A content refresh is simply an edit of your existing content. It typically involves…

  • Taking inventory of your content
  • Auditing your content’s rankings and performance
  • Updating or repurposing your content to improve its relevancy and rankings

Why Refresh My Business Content?

Consider the improvements a content refresh offers…

  • Improved SEO rankings: Minor tweaking to high-performing content can push it higher in search engine rankings. Plus, reworking lower-performing content with new information and keywords can improve their rankings too. And eliminating poor-performing content can improve your website’s overall rankings.
  • Updated brand image: Out-of-date and irrelevant content on your website can make you seem unprofessional or out of touch. By updating or removing old content, your website will be current and on-trend.
  • Enhanced user experience: When your content is updated, visitors to your website can better find what they’re looking for. So, it’s important to optimize content for your target audience and also include new products, services, and influencers where applicable.

Getting Started with a Content Refresh

The best first step of a content refresh is to do conduct an inventory of your content. This inventory should list all of your content assets—web pages, blogs, media, etc.—and where they’re located. Many CMS platforms will allow you to download this information. A web-crawling tool can also be helpful.

Once you have an inventory of your content, transfer it to a spreadsheet so you can organize it for an audit. Important categories to add to your spreadsheet include the following items:

  • Original publish dates
  • SEO rankings
  • Key analytics, such as views, audience, conversion rate, or bounce rate

Before you audit your content, you may want to remove content under a year old from your inventory spreadsheet since that information is least likely to need a refresh.

As you review the remainder of the content, keep an eye out for…

  • Expired information: Do you have content that references events that have passed, technology that is outdated, employees who are no longer with your company, or cultural references that are no longer relevant? If so, remove that information.
  • Opportunities for optimization: Don’t be afraid to adjust keywords, title tags, meta descriptions, and more.
  • Missed branding opportunities: Do you have blog articles that don’t include a call to action or don’t reference relevant products, services, or promotions? If so, you may want to add this in.
  • Old publish dates: No matter how relevant your content may still be, old publish dates give visitors the impression the information is outdated. Make a few tweaks to this content and republish with a new date.
  • Errors: Keep an eye out for typos and misinformation.

Which Content Should I Refresh—and When?

Any and all content on your website, and elsewhere, can be refreshed. In addition to webpage and blog copy, you may also want to update headers, images, and other media.

As for when you should refresh your content, that’s up to you. Some businesses perform a content refresh once a year, others do it quarterly, and some segment it throughout the year. Just be sure to put it on your calendar so that it doesn’t get overlooked.

More You Can Do with a Content Refresh

Another big advantage of a content refresh is creating spin-off content. Let your old content grow legs and work harder for you! As you review your website, look for opportunities to not only refresh existing articles but also create new ones.

You can pluck information from existing content to create new items of interest:

  • Article series
  • Listicles
  • Social media posts
  • Graphics
  • Podcast and video scripts
  • Email series
  • Presentations

Evaluating Your Results

Promote your content as if it were brand new—because, in a sense, it is! As you update and republish content, share the new and improved articles, videos, and more on your social media platforms. This will drive traffic back to your website.

Next, you will want to evaluate your content refresh to see how well it’s performing. But don’t be tempted to judge its performance right away. Reviewing your rankings and analytics about 60-90 days after your refresh should give you a more accurate picture of the impact of your refresh.

Who Can Help My Business with Content Writing?

Some businesses have writers and content specialists on staff who can assist with the painstaking work of combing through a website and making relevant updates, but many companies don’t have the manpower or expertise.

That’s where a company like Precise can step in to help. We have the most updated SEO knowledge and we can edit, rewrite, and even promote your content. If you’re ready to spring clean your content, give us a call today!

 

Precise, Jennifer SellersJennifer Sellers has 20 years of experience as a professional writer and
award-winning editor. A lover of language, she has degrees in both English
Literature and Linguistics. However, her obsession with the written word
started when she was a young girl. In her youth, she spent hours hidden away
with books, or pecking away at a toy typewriter.
Jennifer is passionate about creative storytelling, and she also takes
nerd-like delight in content management and planning. Reflective of her
skills and values, she wholeheartedly believes in Precise’s mission to raise
the standard of modern content and helping to ensure that every message is as
inspiring as it is Precise.
A North Carolina native, Jennifer currently makes her home in Greensboro,
N.C. She still spends a lot of time reading books… and these days she
prefers her MacBook Pro to toy typewriters.

 

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