About once a year or so you should go through your old content and update it. This includes your static content, blog content, and maybe even your social media content. Any piece of content that you use for marketing purposes or PR should be looked at for the following purposes:
- Make sure it still contains factual information
- Ensure it is current in terms of content, facts, and style
- Represents your current company goals, direction, mission, and vision (because these do change over time)
- To keep it focused on your customer’s needs
- Analyze it to see if you can use it for other purposes
- And to be sure you still want it working for you
Not all of your content will need to be updated. Some of it will only need minor tweaks. And still other content will need a major overhaul. Some of it you might want to dispense with altogether for one reason or another (it’s best, if you do away with old content, to redirect it to another content page you control rather than just delete altogether).
Sometimes you can turn a popular blog post into an article. Rewrite it so that it isn’t duplicate content and distribute it to a few publishers around the Web to see if someone wants it.
There are many ways to revamp and repurpose old content. Do what’s right for you and your customers, but don’t be afraid to revisit the past.