Our Knowledge

There’s life in the old dog yet: reinventing content

Did you know a successful content strategy isn’t all about writing streams of new content? You can give your old content a new lease of life, and it’s really good practice to update your previously created content where possible.


Like anything, content ages. Did you know freshness is a ranking factor? It can become less insightful and helpful for your visitors and then, shock horror, the chances are stacked against it ranking as high in search engines anymore.

Audit Audit Audit

It’s a really good idea to prioritise which content (whether it’s blogs, listicles or infographics) you need to update, and a content audit is a really great starting place. Our tried and tested approach covers the following:

  • Keeping a log of the content you’ve created and putting it in a central spreadsheet for easy update
  • Looking in your Google Analytics account and identifying the content that doesn’t seem to be getting as much search traffic as it used to
  • Cross-referencing with your Google Webmaster Tools account to find the keywords you’re ranking for at the top of page two (these are the ones in need of a boost!)

A change is as good as rest

Try not to fall into the trap of merely updating the information – also consider how you can streamline the user experience of the content, and genuinely make it more helpful.

Are there statistics or guides that you can link through to?

And once the post is ready you could simply publish it as a new post under the same URL or choose to publish under a new URL (but remember if you’re doing this, add a 301 redirect from the old URL so you don’t get penalised by Google…and old visitors don’t visit a redundant page).

Pimp the headline

It’s common knowledge that more people read the headlines as do the body copy. Your audience doesn’t always have time on their side – that’s why headlines matter. They can make or break the success of each post you publish.

There are plenty of blogs and tools that discuss the best practice of writing an amazing headlines but always remember these golden rules:

  1. Tell them what you want to tell them. Remember, your reader might only read that line
  2. Your headline is a promise and you should always deliver on that promise in your copy text

Remember your ABC

And if you remember nothing else about your content reinvention, make sure it’s about sticking to the ABC the KISS principle.  

  • Number one: KISS. Keep it short and simple.
  • Number two: ABC. Accuracybrevity and clarity.

We’ve talked about it in previous blog posts, but it’s a worthwhile reminder that your existing and prospect customers receive a barrage of persuasive messages – somewhere in the region of 400 a day.

Of that content, 81% is deemed to be totally unnecessary.

If you know you’ve got heaps of content already but you’re not sure where to start, go to the beginning. We recommend with a list with what you’ve got already.

And if you want a razor sharp focus to help define how you could benefit from content reinvention, then why not give us a call?

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