Public Relations & Social Marketing Insight

Updating old blog content is an interesting online marketing tactic. It doesn’t require a lot of hard work - unlike creating new content from scratch - and it brings a lot of benefits to the table.

The only catch is that you need to have content that can be updated, and that your blog already has steady traffic and a decent email newsletter list. Otherwise, while you’re still free to apply this method, you might want to focus on other types of growth for your blog, such as increasing traffic and adding to your newsletter list by publishing new content.

So, the main purposes of updating older content is to increase existing traffic to your blog, to get a piece of content higher in rankings, or use tweaks in order to improve conversions....

So, instead of focusing on the popular SEO practices of the day, I doubled down on highly valuable content. It turns out that was the correct strategy. Every single algorithmic change Google has implemented between 2008 and today has rewarded my content-centric approach and torpedoed the SEO link wrestling game.

Now, everybody is catching up to that reality. SEO is turning to content creation as a means to their end. An SEO professional recently remarked to me what a great job I was doing with SEO. I protested. “I don’t have a systematic strategy,” I said. “I’m just producing great content.”...