How to Update Old Content for Marketing

Why Content Marketing Fails, and How to Fix It

It’s no secret: Companies publish tons of content every year. Some of it attracts readers, some of it even goes viral, but, unfortunately, most of it falls flat.

Over time, it’s easy to end up with a large logjam of mediocre content. At my company, we call it the “content graveyard.”

You may think it’s not a huge concern; unfortunately, though, all that mediocre content is doing actual harm.

With all that dead content out there, it’s very possible you have multiple articles on the same topic essentially competing with each other for search rankings. Also, stale blog content can confuse your readers because it’s likely not aligned with the current direction of your industry, and maybe even your own company.

Ultimately, stale content breaks trust with your audience, hurts your reputation, and doesn’t position your company as the go-to resource in your industry.

The good news: you can do something about underperforming blog content.

You can take simple steps to update your blog content and get more ROI from existing efforts without having to publish anything new.

Three Steps to Refresh Your Content

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What are you seeing? Help us analyze Google’s March 2019 core algorithm update

What are you seeing? Help us analyze Google's March 2019 core algorithm update

The March 12 2019 Google core update is still very fresh for most of us right now. It is still too early to tell exactly if there are any patterns or areas that this specific update hit harder than other areas.

What are you seeing? Please take our survey to let us know how this specific update impacted your web sites. Please fill it out for each site that you think was impacted on March 12th and ask your colleagues to do so as well.

If you’d like to wait for Search Console or other analytics tool to update before you submit the survey, feel free to wait a few days.

What’s next? After we collect enough data, we will review the data for any patterns or similarities. We will report back with any details or insights we find from the data.

So stay tuned. So make sure to stay tuned because we will be providing a more detailed analysis of the 3/12 Google core update in the upcoming week or so.

What can I do now? For now, sit tight, and look at our previous advice in our original story from Google.

About The Author

Barry Schwartz is Search Engine Land’s News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on SEM topics.

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