Free Assessment: How does your inbound marketing measure up?

Get Started

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started

Free Assessment:

The 5-Step Guide to Keeping Your Best Content From Going Stale

By Carly Stec

The 5-Step Guide to Keeping Your Best Content From Going Stale

The 5-Step Guide to Keeping Your Best Content From Going Stale I don't know about you, but my Spotify account is where playlists go to die. 

Seriously, I'm notorious for keeping the same playlist on loop for weeks until I'd rather do unthinkable things than hear any of the songs again. 

Like Spotify playlists (and Wonder Bread), after awhile, it's easy for your older blog articles to start feeling a little stale

Maybe the stats have expired or the examples have been overdone, but suddenly your once top performing post becomes zestless.

Rather than chalk it up as a loss and move on, consider what can be done to breathe new life into your content and get it back to driving traffic and converting leads. 

To help you out, we've come up with a 5-step checklist designed to make the content makeover process nice and simple.

1) Refresh your images

Did you know that the brain processes visual information 60,000 times faster than the time it takes for the brain to decode text?

(Of course you did. You're a marketer. And not for nothing, but this statistic gets brought up in pretty much every article you read about visual content.)

While you may attribute the success of your favorite eBook or blog article to the words you tirelessly worked to perfect, it's important that credit is given where credit is due.

Sure, your words may have driven it home, but visual content does, in fact, have an influence on a piece of content's effectiveness.

The trouble is, not all images are timeless. 

While this crappy iPhone photo of my thumbs up served a purpose at one point in time, it pales in comparison to the imagery available to me now that we've invested in a stock photography subscription. 

Point being, revisiting old visuals and replacing them with new ones could be the difference between this:


...and this:  Keep_your_best_content_from_going_stale

Or perhaps the quality of the images isn't the problem, but rather the actual subject matter. As technology evolves, it's likely that you'd want to replace a dated image like this:


with something more relatable, like this:


2) Revisit the information

Let's say you have a curated post of marketing statistics from 2013 that still picks up traction.

Rather than sit back while you feed visitors dated insights, consider doing a sweep of the post to replace any old information with something new and relevant. 

This type of maintenance is important for two reasons. 

First, the more up-to-date your articles are, the more valuable they will be to visitors looking to uncover information on that topic. If someone comes across your post and it's riddled with old hat tips and stats, they aren't going to hesitate to move on to the next search result. 

The second reason being that Google knows when you update your content (they know a lot of things.) In fact, Google measures the "freshness" of all of your documents to generate a score that they use to rank your pages for certain search queries. 

Point being, the amount of changes you make to older content matters, and while changing a sentence or two certainly doesn't hurt, updating a more sizeable portion of the content will have a bigger impact on your score. (Source: Moz)

3) Add some tweetable text

People are quite lazy.

I realize that I'm generalizing here, but it's hard for me to believe that I'm the only one who has texted a family member under the same roof to avoid getting up to ask them something (...or maybe that is just me. Awkward.)

Point being, if you want visitors to do something (download an offer, subscribe to your blog, tweet your article) you have to make it as simple as possible for them to take action. 

Adding tweetable text to your article serves as a way to increase the likelihood that visitors won't just read your article, but they'll also pass it along to their following. 

For older articles, this is gold. 

Chances are these articles have already had their 5-minutes of fame on Twitter, however, making the articles easily shareable will make it easier for them to resurface and be seen by new eyeballs. 

To create tweetable text, we used the free tool, ClickToTweet. Here's how it looks in action:

The 5-Step Guide to Keeping Your Best Content From Going Stale [Tweet this]

(You know you want to tweet that.)

4) Rewrite the introduction

I like to tell stories. I've got a lot of them (some better than others...)

Lucky for me, I've found that the introductions to our blog posts serve as the perfect place for me to apply my love for storytelling to paint a picture for the reader and connect real-life experiences to different marketing applications. 

For us, this approach has helped us to not only attract readers but hold their attention. 

If you find that some of your more popular posts lack strong introductions, try to identify a story or analogy that you can use to relate back to the topic at hand.

Need an example? Our marketing director, John Bonini, happens to be a highly skilled storyteller too. Check it out:


By updating your existing content with a new, relevant story like this one, it'll be easier to keep visitors from bouncing off the page. 

5) Switch up the CTA

Take a look at a few of your best performing blog articles. What CTAs are they employing?

It's important to remember that as your blogs age, so do your premium content offers. 

Let's say you have an article about social media best practices, but at the time when you wrote it, you didn't have an offer relating to social media in your library. 

Now that a few months have passed, and you had a chance to bring that said social media offer into being, switch out the existing CTA with one for the new offer. 

It's that simple. 

With a more strategically aligned CTA in place, you're opening up new opportunities to convert visitors.

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.


Marketing Strategy
Published on February 5, 2015

Recent Articles

How a Lack of Sales and Leadership Buy-in Is Killing Marketing Morale Worldwide
March 6, 2023 • 5 min read
Website Conversions in 2023 — STOP, START, KEEP
January 25, 2023 • 5 min read
Sales vs Marketing in 2023: What’s The Difference?
January 5, 2023 • 7 min read
How To Set Content Marketing Goals for Growth
December 29, 2022 • 6 min read
Should You Hire An Agency to Create Your Content?
December 12, 2022 • 4 min read
24 Essential Questions for Understanding Your Ideal Customer (+ Infographic)
December 1, 2022 • 5 min read
HubSpot Pricing: Your Guide to Everything HubSpot Costs for 2023
November 20, 2022 • 13 min read
Take It From an Expert: You Probably Don’t Need a New Website
November 16, 2022 • 4 min read
Inbound Marketing Benefits Explained (Updated for 2023)
November 15, 2022 • 6 min read
Want to Win More and Improve Company Culture? Do More Role-playing
November 9, 2022 • 4 min read
4 Ways To Recession-proof Your Website In 2023
November 1, 2022 • 5 min read
Why Trust Is the True Currency for All Business
September 5, 2022 • 7 min read
The Big 5: Best Business Blog Topics to Drive Traffic, Leads, and Sales
August 29, 2022 • 10 min read
What is a Content Strategy? (Definition + Templates)
August 25, 2022 • 12 min read
10 Marketing Objective Examples To Guide and Focus Your Strategy
August 18, 2022 • 6 min read
What Marketers Need To Know About Switching to GA4 [Google Analytics 4]
July 30, 2022 • 5 min read
How To Inspire Your Marketing Team To Try New Ideas
July 25, 2022 • 5 min read
Do I Need To Invest in Marketing When My Business is Thriving? (+ Video)
July 21, 2022 • 7 min read
How Much Does It Cost To Become a World-class They Ask, You Answer Case Study?
July 16, 2022 • 12 min read
Demand Generation vs. Lead Generation: What’s the Difference?
June 6, 2022 • 5 min read
What Small Business Leaders Need To Know to Thrive During a Recession
May 23, 2022 • 7 min read
Blog Editorial Calendar for 2022: Templates, Examples, and Tips
May 21, 2022 • 6 min read
Green Energy Inbound Marketing Strategy: The DIY Approach to Getting More Customers
May 7, 2022 • 9 min read
33 Most Important IMPACT+ Resources To Train Your Marketing Team in 2022
April 26, 2022 • 13 min read
SaaS Inbound Marketing: How to Get Started With Your Strategy (+ Examples)
April 16, 2022 • 9 min read