Get More Mileage Out of Your Content Marketing

by Rachel Stewart - 10/30/14

A steady flow of fresh, relevant content is critical to establishing and maintaining an audience—but don't forget about the content you've already created.


Revisiting and updating content can foster credibility, build preference, and drive higher search results. Here’s how retaining and maintaining content on your website or social media platform could boost your digital presence—and your bottom line.

Blog posts, press releases, and newsletter articles are great ways to connect and motivate action from your audience. Once you hit the “Post” button, content can take on a life of its own and continue to be discovered through online searches for months or even years. Since creating new content takes time and money, take advantage of this content’s longer shelf life by revisiting your archives and identifying posts readers hone in on—then you’ll know what topics you need to continue offering.

Keep the Conversation Going

Much like a chapter in a book, newly refreshed content builds on previous information and adds depth to the story. Here are four techniques for updating your content and keeping readers coming back for more.

1. Revisit the headline. Make your content easy to find with clever-yet-clear headlines featuring at least one of your select keywords. For example, use "heart health" instead of "cardiac care" and test variations of new titles to improve your overall ranking by conducting a Google search of options prior to posting. For social media posts or e-blasts, keep titles short and direct.

2. Link back to previous posts. In addition to tagging your content for contextual relevance, add depth to new articles by including a hyperlink to past content for better engagement and click-through rates. This can include a past study or a novel perspective on a tried and true topic that’s valuable to your audience.

3. Find fresh stats. One of the best ways to update old content is through research. Including the latest statistics and compelling data points can further inspire trust from your audience.

4. Consider the call-to-action (CTA). Do your previous CTAs still align with your current conversion goals? Take time to revamp them to ensure your audience has the proper tools to reach you or another resource, such as a specific service line, scheduling number, or directory. 

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