Refreshing Stale Content with Optimization and Promotion





Blog Date

June 6, 2024


UK, Manchester

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Refreshing Stale Content with Optimization and Promotion

Refreshing Stale Content with Optimization and Promotion

If you’re anything like me, your blog has accumulated a wealth of content over the years. Posts that were once bursting with fresh insights and timely advice have slowly transformed into digital relics – forgotten by search engines and abandoned by readers. But fear not, my fellow content creators! I’m about to let you in on a little secret that has the power to breathe new life into your stale content: historical optimization.

Now, I know what you’re thinking – “Optimizing old content? Isn’t that just a fancy way of saying I have to do more work?” Well, my friend, let me assure you that the effort is more than worth it. In fact, after implementing a historical optimization strategy here at MCR SEO, we’ve been able to generate 76% of our blog’s traffic and 92% of its leads from content that was already published. Yep, you heard that right – nearly all of our results are coming from posts we wrote months, or even years, ago.

The Content Conundrum

As a content creator, you’re probably all too familiar with the content conundrum – the more you publish, the harder it becomes to stand out. In fact, according to a Forrester report, an estimated 50% of enterprise content goes completely unused. That’s a whole lot of wasted effort, if you ask me.

But instead of throwing in the towel and saying, “Welp, guess I’ll just have to write even more content to stay relevant,” we decided to take a different approach. We realized that the key to scaling our blog’s success wasn’t in cranking out new posts at a breakneck pace, but rather in optimizing the content we already had.

Uncovering the Goldmine

It all started when I returned from maternity leave and dove headfirst into our blog’s Attribution Reports. These nifty little tools allowed us to see which of our posts were directly responsible for generating the most leads. And let me tell you, the results were nothing short of mind-blowing.

Imagine this – we were generating 92% of our leads from just a fraction of our total blog posts. Yep, you read that right. 92% of our leads were coming from just a small slice of our content library. The other 8%? That was spread across the remaining thousands of posts we had accumulated over the years.

Now, I know what you’re thinking – “How is that even possible?” Well, my friends, it’s all thanks to the power of search engine optimization (SEO). You see, the majority of our top-performing posts were ranking high in Google, driving a steady stream of organic traffic month after month. And as we all know, traffic is great, but leads are where it’s at.

The Historical Optimization Approach

Armed with this newfound knowledge, we knew we had to make a change in our blogging strategy. Instead of solely focusing on creating brand-new content, we decided to shift our attention to optimizing the content we already had. And thus, the historical optimization project was born.

The first step was to identify our high-traffic, low-conversion posts. These were the posts that were bringing in tons of visitors, but not generating many leads. We tackled this by using a data-driven approach to conversion rate optimization (CRO). By matching the most relevant offer with the specific keywords people were using to find the post, we were able to increase conversion rates by an average of 240%.

But that was just the beginning. We then turned our attention to the posts that were converting well but weren’t getting much traffic. Using a combination of search engine optimization (SEO) tactics, like updating and republishing the content, we were able to boost organic search views by an average of 106%.

And the best part? This wasn’t a one-time thing. We’ve incorporated post updates into our regular blogging editorial strategy, churning out 2-3 optimized republications per week. The result? We’ve tripled the number of monthly leads we generate from our refreshed content.

The Secret Sauce

So, what’s the secret to our historical optimization success? Well, it boils down to a few key factors:

  1. Relevance: By aligning our offers and content with the specific keywords people are searching for, we’re able to better meet their needs and drive more conversions.

  2. Freshness: Google loves fresh, up-to-date content. By regularly updating and republishing our older posts, we’re signaling to the search engines that our information is still relevant and valuable.

  3. Scalability: Unlike the arduous task of guest blogging to build backlinks, our internal optimization approach is much more manageable and sustainable in the long run.

The Takeaway

If you’re a content creator who’s been tasked with growing and scaling your blog’s success, historical optimization is a strategy you simply can’t afford to ignore. By unlocking the hidden potential in your existing content, you can not only generate more traffic and leads, but also provide a better user experience for your readers.

So, what are you waiting for? It’s time to dust off those old blog posts and give them a new lease on life. Trust me, your future self (and your bottom line) will thank you.

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