Publish New Content or Update the Old One? Here’s What to Do

Ask a digital marketing agency in London… they would tell you how, for many, the strategy has shifted from producing a newer piece of content to revamping the existing content. A lot of marketers and businesses are now focusing more on updating and optimizing the older content as opposed to publishing new content.

There are many benefits of revamping older content to add more time-relevancy and context to it. For one, you save the resources that you would other have otherwise spend on new content creation. Second, the old content is already indexed and likely ranks on SERP. Improving its search ranking, in many cases, can be relatively easier. The existing URL may already have internal and inbound links.

Owing to these benefits, updating old content is now more preferred. But then this isn’t always an ideal option. Should you update old content or publish new content depends on so many factors, including your niche, topic, the objective of the content, and more.

At times, it’s a good idea to publish new blog posts. At other times, you should refresh the existing blog posts and webpage content. So, the decision is solely at your discretion, based on your existing SEO and content marketing strategies. If you’re confused, consider consulting a good digital marketing agency in Kolkata or London.

Besides, irrespective of the route you choose, either of them requires proper planning and strategies. What kind of new content you want to produce? How you want to refresh the existing content? Such questions should be addressed so as to have a clear understanding of the SEO strategy. Also, in either case, whatever parameters you have chosen to pick one over the other, make sure you thoroughly follow analytics; understand what’s working for you and what not.

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