Content Refresh

A content refresh is the process of periodically reviewing and updating your existing content.

Content refreshes add significant value to your content. However, it’s not as simple as picking a random piece of content for treatment.

To refresh your content most effectively, you need a content refresh strategy. And that requires a little bit of thought.

Why Content
Refresh?

Content creation is hard work. You select a topic, do the research, remind yourself of your target audience, and then get drafting. You properly structure the content, edit thoroughly, and post it where it will be most effective. You’re done, right?

Not so fast. There’s more to content than creation and distribution. With periodic content refreshes, you turn your content into the gift that keeps on giving.

How To Start a
Content Refresh

First, you need to develop your content refresh strategy: what is your method for identifying content to refresh, how frequently do you intend to refresh content, and what are the key elements you focus on during the refresh process? 

The refresh process allows for experimentation. Is there an easy tweak that could make select keywords stand out better to search engine algorithms? A careful refresh is how you find out.  

Getting Underway

A sensible first step in a refresh process is to double check all the links in the content. 

Link decay, also called link rot, is when links become defunct after the target page has been moved or deleted. This is very common一in just two years, an average of 30% of links in a piece of content will be dead. The figure may be even higher for business websites.

Once you’ve identified and replaced dead links, it’s time for some routine updating. Change tense and dates as necessary, and replace old figures with more recent data if possible. 

Typical Content Lifecycle

Next, reexamine what point the piece is trying to make. Since the piece was originally published, what new studies complement or challenge your arguments? Are there industry developments that raise new questions?

Finally, relook at the overall structure of the piece, with your changes incorporated. Make sure that the overall feel and flow of the work remains on point.

Just like the tree that falls down in the forest that nobody sees, your content is no good if no one finds it. Smart use of analytics and a little strategizing can give your piece staying power.

CEO | Richard Pattinson

What CMC Offers

Content refreshes are most effective if done systematically, carried out at regular intervals and in a data-driven way. At CMC, we:

  • Use analytics to determine which content could most benefit from the refresh process. We examine everything from reader retention to search engine performance.

  • Ensure that all statistics, facts, and links in the selected content are up-to-date.

  • Restructure the content to make sure the updated piece maintains flow and readability.

  • Adjust the wording so the content is search-engine optimized for the appropriate key words. 

  • Redistribute the content via the most effective channels.