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spring cleaning for your content

#ContentWritingChat Recap: Spring Cleaning for Your Content: Boost Your Reach & Profitability with Julia McCoy

Are you updating your blog’s archives?

Or are you letting that older content collect virtual dust?

If it’s the latter, it’s time to make a change and luckily, this week’s #ContentWritingChat has all the tips you need! We talked all about spring cleaning your content to keep everything fresh.

#ContentWritingChat Recap: Spring Cleaning for Your Content: Boost Your Reach & Profitability with Julia McCoy

Our guest host this week was our own CEO, Julia McCoy. Updating older content is something she’s spoken about before, so she had a ton of great tips to share with everyone! If you want to polish your archives, this is one recap you’ll need to read. Let’s dive in!

Q1: What’s the purpose of updating and “spring cleaning” our online content?

So, what’s the big deal with spring cleaning your content? Is it really necessary? Will it really bring in some big-time results? Here’s what a few people from our chat had to say:

Julia knows that giving your older posts a refresh can give you a boost in ROI. You don’t want to miss out on that, so make updating your archives a priority.

As Sarah said, you want to keep everything updated for your readers. No one wants to stumble upon a post that’s terribly outdated with old information.

Lexie said you want to make changes to your content that will help get it in front of more readers. You also want to make sure it’s accurate for when they do visit your site to check it out. After all, you wouldn’t want to risk hurting your authority.

As Gene said, it’s possible you’ve learned something since you originally published the post. This is a great opportunity to update it with the new information you’ve picked up.

Q2: For someone who wants to get started with spring cleaning their blog, what are the first steps they should take?

Now that you’re ready to get started with your spring cleaning adventure, you might be wondering where to begin. After all, a big archive of content can certainly feel overwhelming! Here’s some advice to help you out:

These steps from Julia will help you identify where to begin when it comes to spring cleaning your content. Consider if you’ve had any branding updated, what could be better optimized, etc.

Sarah and her fellow team members take a look at their analytics. You can see what’s bringing in the most traffic and update those posts to ensure they’re accurate and continue to perform well.

Lexie said you can also see which blog posts have a high bounce rate and work to reduce that.

Maria’s priority includes making sure every post is full optimized. She also looks out for any broken links that need to be updated.

Think about which of your blog posts are doing well and which ones aren’t. Determine what improvements you can make to boost the results of the posts that are slacking.

If your content isn’t getting the reach you hoped for, you can always make improvements to generate more views.

Q3: How can you determine if a post from your archives is worth updating?

With so many posts that you’ve published, which ones do you start with? It depends what your goals are! Check out these suggestions:

Julia encourages people to track and update the blog posts that rank highly. If you have something that’s ranking on Google, but it’s outdated, make that a priority. She relies on SEMrush to help out with this.

Determine if the post is still relevant to your audience and whether you have anything new you can add.

Make sure you’re updating those posts that continue to attract readers.

After all, it’s important those posts keep performing well!

Q4: Once you’ve found a piece to update, what changes can you make to improve it and boost its success?

There are all kinds of improvements you can make to your blog posts to keep them fresh. But here are a few suggestions to help you get started:

Some things you’ll want to update include: new meta title and description, updated copy, refreshed stats, improved voice, and new CTAs.

Gene suggests adding new ideas or going deeper into the topic you originally wrote about. He also suggests cleaning up the formatting, as this will enhance readability.

As Lexie said, you’ll want to update your meta description to take advantage of those extra characters Google gave us a while back!

Don’t forget to update images, statistics, and any design elements you’ve incorporated.

You can also add recent news and more visuals. Make sure you also test all links so you know they’re still working.

You can even get creative and add more content variety. If you’ve recently gotten into video, consider creating a video for some of your older posts.

Q5: From an SEO standpoint, how can updating your older content be beneficial for your blog?

So, what is all of this going to do for your blog’s SEO? Here’s what you need to know:

If you’re not updating content, you could be missing out on more rankings. Don’t let that happen!

As Sarah said, search engines want to see that you’re offering the best to readers, plus they love fresh and relevant content.

Search engines will notice those updates and that can improve the credibility of your site in the long run.

Maria knows making updates will keep your content relevant. Very crucial!

And by making these updates, you increase your chances of attracting more readers.

Q6: What can you do to ensure you get the most reach once you’ve updated an older blog post?

Your post is all updated, now what? You need to make sure plenty of people are checking it out, so you’ll want to try out these tips:

Julia suggests sharing your updated post on social media and sending it to your email list.

Gene agrees! It’s important to spread the word wherever you can.

Let everyone on your go-to social media platforms know you’ve freshened it up with new information.

You can even tag people who might be interested in seeing the updated version of your post.

Share it with social media followers, online communities, and your newsletter. Don’t forget to consider ways to repurpose the post to generate more traction.

Q7: Which tools can help you effectively spring clean your blog?

To help you clean up those archives, check out these tool suggestions:

SEMrush and Google Analytics are just a couple of tools Julia turns to.

Lexie relies on SEMrush as well, plus a few others.

For writing, the Hemingway App certainly comes in handy. But if you’re updating graphics, Canva or Buffer’s Pablo tool can really help.

Gene also suggests Hemingway, as well as Grammarly.

Canva, Google Analytics, and BuzzSumo are just a few must-haves!

A lot of love for Google Analytics and SEMrush!

Q8: Are there any brands that are doing a great job at updating their archives and keeping content fresh?

Take a cue from these brands because they know how to give their archives a major refresh!

As Julia said, Content Marketing Institute and SmartBlogger have done a great job at updating their archives.

Carla said ProBlogger has done a great job at this as wlel.

Another one in favor of Content Marketing Institute!

Come join us for the next #ContentWritingChat! Follow @ExpWriters and @writingchat, then be on Twitter every Tuesday at 10 AM Central.

updating your old content

#ContentWritingChat Recap: Best Practices on Updating Your Old Content for More Results with Andy Crestodina

Quick question for you! Do you take the time to update the blog posts that are buried in the depths of your archives?

If not, you should be!

And that’s exactly what we’re teaching you how to do in this week’s #ContentWritingChat!

So, if your older content could use some sprucing up, let’s dive into the recap for some great tips!

#ContentWritingChat Recap: Best Practices on Updating Your Old Content for More Results with Andy Crestodina

Our guest host this week was Andy Crestodina. Andy is a speaker, a content marketer, and the co-founder of Orbit Media. He shared some fantastic advice with us that’ll help you make the most of the content you’ve already published.

Q1: Why is it so important to keep you older content updated and fresh?

If you’re wondering why keeping your content updated is so important, it’s time to listen up! Check out these responses from the chat on why it’s a must for any content creator:

As Andy said, it’s worth updating your old content for quality and efficiency. Instead of creating something new, you can easily improve upon what’s already there. Sometimes that older content of yours is still great and therefore worth being updated.

Kristen knows that it would be pretty awful if a potential client stumbled upon an older piece of content that didn’t exactly give off the best impression. You risk sending them running far away from your website.

And as Andrea said, you never know when someone might find one of your older posts. You want to make sure it’s updated to your current standards.

Jason pointed out that sometimes the topic is still relevant, but the data could use some updating. You don’t want readers coming across a post that’s filled with outdated information.

Giving your content a refresh is a great way to ensure it stays relevant and shareable!

Julia said updating your old content is actually a great way to boost conversions, especially if those posts are already ranking well in search results.

As Mike pointed out, links can break, trends can change, and facts get outdated. These are all important things to look at improving in your older blog posts.

If it’s still getting traffic, Cristy knows it’s worth updating to keep it relevant for your readers.

Even if a piece of content is old, it could still be getting a lot of traffic. As Ashley mentioned, you might be surprised to see what gets the most traffic when looking through your analytics. It’s better to deliver those site visitors an amazing piece of content.

Q2: Which brands do an amazing job at updating their older content? Tag them and let them know!

Which brands can you learn from when it comes to keeping your archives fresh? Here are some great examples that are worth checking out:

Lisa Jenkins, Social Media Examiner, and Michele Linn all do a great job at keeping older content updated and fresh. Andy’s blogger survey even revealed 55% of bloggers update old content. Don’t you want to be part of that group?

Julia said Content Marketing Institute does a great job at updating old blog posts.

Cheval is a fan of Rebekah Radice and how she transforms blog posts into podcast episodes.

HubSpot is another brand that’s doing a great job according to Liliana.

Kristen thinks Campaign Monitor does an impressive job when it comes to giving their blog posts and infographics new life on social media.

Zala said Buffer is another brand that’s doing a great job at keeping their content fresh.

Q3: Once you’ve chosen an older post to update, what steps can you take to freshen it up?

You have your blog post all picked out… Now it’s time to actually give it a makeover, but you need to know where to begin! Here’s how you can get started with updating your old content:

Andy feels the purpose is to truly upgrade the content. He encourages you to add detail, examples, images, contributor quotes, video, and formatting.

He even shared some great statistics that show media and formatting are essential.

Jason shared some great ideas such as compiling new data, polling users, conducting A/B tests, and more.

These are all great tips from Andrea. Make sure you’ve gotten rid of old or irrelevant information, add useful information, update the visuals, and include additional multimedia.

Julia shared a pretty impressive list of things to do when updating your old content.

Don’t forget to refresh your links as well. As Ryan pointed out, you can link to other relevant content on your site and others, which gives people more to read.

Older content needs to be aligned with your current branding and strategy.

Cristy recommends updating links, any research or data within the post, and the publish date. For any post that received a major update, you can always republish it as if it were brand new. You can include the original post date and the date it was updated for reference.

Lexie said to make sure your post has a call to action (CTA). You need to get people to take action after they’ve read your content.

Q4: What are some great ways to repurpose older content for maximum mileage?

Once you’ve begun updating your old content, you might also want to think about ways you can repurpose it. A blog post can easily be transformed into another format based on what works well for you and your audience. Here are some great ideas:

As Andy said, if your content worked well as a blog post, you can always publish it in a new format. Try turning it into a video, an infographic, or an ebook.

Not only will a video be beneficial for those who prefer it over written content, but it’s a great way to boost views on your YouTube channel.

Leah suggests using a blog post as content for a Facebook Live broadcast.

Another great option, as Cheval suggested, is to turn your blog post into a podcast episode.

If you shared tons of valuable information in your blog post, it could become a great infographic.

Your blog post can easily become a video, a slideshow, or a podcast. It all depends what works best for you and your audience.

Q5: When you’ve finished updating your old content, how can you get more eyes on it? What promotion strategies do you use?

When you have a fresh piece of content, you obviously want tons of new people to check it out. How can you do this? Check out these promotional tactics for a boost in traffic:

Andy shared some helpful ideas for increasing views on your content. You can schedule it on social media, send it out as an email newsletter, link to it from the high traffic pages, add it to your homepage, link to it in your email signature, and pin it to your Twitter account.

Danielle’s advice is to treat your updated content like new content. The same tactics you normally use for a brand new post can still be applied here.

Make sure you’re sharing your content in relevant places. If your audience is there, it’s worth scheduling out a share to boost traffic.

Lexie said you shouldn’t be afraid of using paid social either. Boosting a post on Facebook can be very effective for getting more eyes on your content.

There’s no harm in running ads on content you’re really proud of!

Brent’s advice is to answer questions and share your content with people. You can do so through Twitter chats, on Quora, and many other ways.

Q6: How do you measure the success of older content that you’ve updated? Which metrics are important to track?

After your updated content is live, you’ll want to keep an eye on some key metrics to see how it’s performing. Here’s what you should pay attention to:

Traffic, engagement, links, sharing, and rankings are all important things to look at for Andy.

Lexie suggests tracking time on site/page. She also said to include a CTA to tell people what that next step is.

For Jason, he pays attention to view/open rate, page view duration, and how conversion rates have increased. These are all important things to track!

Julia is all about those conversions. For the team here at Express Writers, it’s a good sign when potential clients start a new chat with our customer service from a blog post.

Gaby said to measure engagement, traffic, shares, links, bounce rate, and feedback. You can compare those stats to how the post was performing before the update to see how much you’ve improved.

Q7: Do you use any tools to help you update and repurpose older content? Share them!

When updating your old content, there are plenty of tools out there that can help you get the job done. Check out these suggestions from the chat:

As Andy knows, Google Analytics is a must for any content creator.

Danielle agrees because Google Analytics is a go-to for her as well. It’ll show you which posts are worth updating because you can easily see how they’re ranking.

BuzzSumo is a great tool to see what’s popular within your industry. Andrea also like LumenFive.

Gaby suggests using BuzzSumo, Google Analytics, Photoshop, and social media.

Google Analytics and SEMrush are must-have tools for Julia.

Canva and Adobe Spark are both great tools to check out.

Q8: How do you choose which piece of content to update? Are there any qualifications?

Now that you have all these tips to go forward with, you might be wondering which posts are worth updating. To find out, you’ll want to keep this advice in mind:

If your blog post is written on an evergreen topic, but has some outdated information, then it’s worth updating.

Julia said to look for content that’s already getting views, traffic, and rankings. She said this is an indicator that it’ll be worthwhile to update.

Lexie’s advice is to find content that your audience connected with previously and improve it. If the content resonated before, there’s a good chance it’ll resonate again.

Content that sparked interested or conversation is often worth a refresh.

Chelsea chooses to update content that’s relevant to current trending topics or new projects that she’s working on.

If a piece of content did well before or has once again become relevant, it’s worth improving it with an update.

Sabjan said to choose posts to update based on the engagement it received. You’ll want to keep an eye on bounce rate, shares, and views.

Ready to join in on the next #ContentWritingChat? We’re hanging out on Twitter every Tuesday at 10 AM Central! Make sure you follow @ExpWriters and @writingchat for all the latest!