The process of creating, editing, and publishing new content all the time can be exhaustive. That’s why a content refresh strategy can be a quick and effective way to get your website seen by the right people.
Meet SuperOffice.
SuperOffice is an award-winning Customer Relationship Management (CRM) platform from Oslo, Norway.
They launched in 1989 — yes, that’s way before Salesforce — and have more than 6,000 companies that trust their CRM tools for revenue growth.
SuperOffice provides a full suite of CRM tools to manage relationships, such as:
- Sales tools for growing your revenue
- Marketing tools for better communication
- Service tools for improving customer experiences
Its no surprise their philosophy is — turn your relationships into revenue.
Are you ready to build strong, long-lasting relationships?
Steven’s Content Strategy.
I got the opportunity to work with Steven MacDonald — expert SaaS marketer and former content strategist at SuperOffice.
Together, we worked on various projects for the SuperOffice blog which included:
- New blog content; and,
- Landing pages.
We achieved a few visible wins — such as a 61% increase in free trial sign ups by updating some of the button CTAs to “Start Today.”
As time passed, I was asked to assist with Steven’s content refresh strategy.
What is a content refresh strategy?
If your website’s blog is active, you likely publish content on a weekly, bi-weekly, or monthly schedule.
Overtime, you start to accumulate a healthy amount of content. Some of that content might get more backlinks, longer read time, and higher rankings.
However, not all content is created equally.
Some content goes stale and the best way to breathe new life back into them is — you guessed it — doing a content refresh.
As Steven wrote in a SendFox newsletter unveiling his content refresh strategy:
It’s much easier to refresh a piece than create a new one from scratch. It’s also a lot easier to refresh content that already ranks in a high position than to take a new piece and get it to rank (at least, on page 1, anyway).
His steps to refreshing content are:
- Identify content that needs a refresh
- Refresh it
Sounds easy, right?
Steven’s two-step content refresh.
Disclaimer: What you’re about to read comes straight from the genius of Steven MacDonald. His newsletter comes packed with actionable insights — and — you won’t find any promotional crap inside. Seriously, there’s not a single link in his newsletter.
- Identify old content that needs a refresh.
- Simply go into your Google Analytics > Behavior > Site Content > All Pages
- Filter by page type, i.e., /blog
- Compare your blog posts with the last 6 months
- Look for content that’s dropped
- Add that piece of content to your refresh list
- Refresh it (here’s a few ways to do that).
- Change the publish date
- Update title tags
- Update statistics
- Add new graphics
- Share a unique, personal story
- Reference new research and case studies
- Add a summary of key points
- Cut the fluff and add more depth
If you refresh one piece of content per week, the compound effects are massive. You’re looking at generating thousands of additional visits.
Steven macdonald
Results and Improvements.
I was skeptical during our first content refresh project because this was an unfamiliar — and uncommon — SEO strategy.
A few weeks after submitting the refreshed content, I got the following email from Steven:
“The content refresh project you helped me with has already delivered 15,000 additional visits.”
This was all the proof I needed to continue with content updates alongside original content for the SuperOffice blog.
Do you think content refresh strategy would give your old blog content a boost?
Improve revenue, growth and site performance with:
- Customized strategy built from your business data.
- Relevant messaging that get people excited.
- Rapid updates that respond to market trends.
- Optimization for both people and search engines.
Get all of that and much more with a WebOps approach for your website. See our plans or book a call to find a plan that’s right for your business.
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