Why You Shouldnt Throw Out Older Blogs
You’ve made the investment in a blog, and you’ve managed to get your subject matter experts contributing periodically (albeit kicking and screaming). Over time, you find that your company has a “rich” blog database of hundreds or thousands of blogs and articles, dating back months or even years.
However, less is more in this world of small screens and shorter attention spans. So, it’s better to have a few really insightful, on target blogs than hundreds of blogs on topics that no longer relate to your business. Yes, this is counter to the idea of keeping lots of content on your site to attract new visitors through search engine optimization.
However, if those older blogs no longer reflect your company’s offering or philosophy, what is the real quality of the traffic they bring? And, remember, search engines like NEW content – not old static posts that have been sitting on the shelf for more than 6 months.
Make sure your blogs align with the core focuses of your business and are balanced across them. Meaning – if your business has 4 key areas – make sure you have roughly the same amount and quality of content in each of the 4 areas. If you don’t do this – well, it will seem like your business is only serious about those areas where you have the most content.
And, depending on your type of business, you may be adjusting or refocusing your marketing strategy annually, so do the same with your blog. Take a regular inventory of blogs posted and determine which should be retired and which may need to be refreshed.
An annual review of blogs and a regular update of older content can serve two purposes:
Warning: If you cull your blog inventory, take note of social media posts that might link to these older blogs. A handy way to address this is to set a general 303 redirect to “You’ve stumbled on an older topic – check out our latest blogs here” page. When you do this, if someone does find a link to a 5 year old blog that is no longer relevant and clicks, they won’t have a bad experience with a 404 redirect.
Going through a plethora of blogs can be a daunting task, if you’re not well organized. Our Content team helps clients create long term content plans and manages to them. By having a plan in place – it becomes quite efficient to adjust your blog content at any point – as well as have a good overview of your coverage. We would love to help you take an inventory of your blogs as well as work with you to put in place a comprehensive content marketing plan. Contact us to get started today.
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