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UPDATING YOUR CONTENT

5 steps to ensure your work keeps working for you

TRUSTED BY
DrMichaela Michaela Bucchianeri health and wellness copywriting with heart updating your content dark greenery

Updating your content.

You might not consider it a sexy prospect (or even a necessary one), but trust me:

You need to be updating your content. 

Here’s why:

  1. It’s good for SEO. Search engines want to see fresh, relevant content. So, it’s very important that your content continues to be seen as (you guessed it) fresh + relevant to the keyword(s) you’re targeting. (Remember: This is what helps new dream clients discover your content in the first place!)
  2. It’s valuable to your dream client. Online content isn’t meant to be etched in stone for all eternity; it’s designed to be update-able! Simple tweaks to your old stuff can make a big impact in helping your dream client connect with the material + apply it to their life right now. And the more valuable your content is to your dream client, the longer they’ll engage with your content, which is also good for SEO. But, let’s hop off this particular merry-go-round for now + get to the tips…!

Today I’m gonna teach you 5 steps to updating your content, so you can be sure your work keeps working for you:

NOTE: These principles apply to any form of content you’re creating for your business. But for the purposes of this post, we’ll focus on blog content.

1) Fix (big) errors.

This one may seem pretty obvious, but please don’t miss the heart of the message:

Our goal is not perfection. As far as I know, there are no awards given out for Most Flawless Blog Post.

That’s why I don’t want you to sink hours into scrutinizing your old content for micro-errors. Instead, I recommend searching for the errors we actually care about:

  • broken/outdated links
  • glaring factual inaccuracies
  • typos + formatting errors that are both disruptive to the reader experience AND easy-enough for you to fix

EXTRA CREDIT: Once you’ve gone through and fixed these errors (and/or made any of the changes I’m suggesting in this post), go ahead and manually update the Published date on your post. This helps Google recognize the content as, y’know… updated.

2) Replace outdated material.

This is a slippery slope, as online material is considered technically “outdated” pretty darn fast.

But, here’s our goal:

We want (always) to do our best to provide our dream clients with something useful.

With this in mind, I suggest skimming through an old piece of content and asking yourself:

  • What additional material might make this point more clear + compelling to my dream client? 
  • What relevant resources (either my own or someone else’s) do I have access to now that I didn’t when I first created this post? 

These questions should point you to some new ideas:

  • images
  • videos
  • podcast episodes
  • opt-in resources
  • new tips/strategies

Choose 1 or 2 to add in + then call it a day! Remember: You can (+ should!) always come back and make more updates in the future.

3) Optimize for online consumption.

Consuming content online is a unique experience. With unique parameters.

For one thing, there’s a continual flow of forward motion that simply doesn’t exist anywhere else. The moment we start engaging with material online, we’ve shifted into scroll mode.

Take a look at your old content + ask yourself:

  • Is this easy for my dream client to consume?
  • Is it formatted in such a way that it invites scrolling down the page?

One no-fail strategy?

Introduce more white space.

Hit ENTER to your heart’s content + create a line-break after every 1-3 sentences.

Need a little inspiration? Just check out every post I’ve ever written (including this one! 😉 )


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4) Add smart outbound links (+ backlinks).

As you skim through your content, ask yourself:

  • Are there any relevant outside posts / articles / videos / podcasts / organizations / platforms / resources I can link to that would be helpful to my dream client?

Some people worry that outbound links like this will discourage folks from staying on your site, but you don’t need to worry about this. Here are 2 reasons why:

  1. You can configure your link settings to open a new browser window, so folks can check out the linked material without losing their place on your site.
  2. We gravitate toward sources that help us advance toward our own goals. In other words: If they find the linked material you shared helpful, your dream client will come back to you.

EXTRA CREDIT: Contact the authors/owners of any external content you’ve linked to in your post, thank them for creating something so valuable, and share the link to your post. It’ll make them feel good + they may even link back to your post, which creates the type of backlinks that Google rewards!

5) Add/update internal links. 

This one’s fun!

(At least *I* think it’s fun…)

If you’ve been keeping up with a consistent schedule of creating content for your dream client, chances are pretty good you’ve got new, valuable material you can link to in your older content!

Depending on the total volume of content you’ve created at this point, this can feel a little overwhelming. But it doesn’t have to!

I recommend keeping a simple list of your content (+ links to each) in a spreadsheet or on a Trello board.

Then, when you sit down to update a piece of older content:

  • pull up the list + grab the links to any posts that are relevant to the piece of content you’re working on
  • add these links to the older piece of content + save
  • one by one, go to each of the posts you’ve linked to + add a link to your updated piece of content (if it doesn’t contain a link to it already)

EXTRA CREDIT: If a post contains links to a variety of other posts on your site, you can designate it as cornerstone content. (This post on my 10 golden rules of copy is an example of cornerstone content.)


Let’s take action!

OK, here’s your action step for today:

  • Set up a workflow for periodically updating your content using the steps above.

Cheering you on!


TAKE THE QUIZ + FIND OUT!


HI!  I’M MICHAELA. 

I help health + wellness professionals connect with their dream clients through genuine, engaging communication. After spending over a decade studying, researching, and teaching psychology + communication principles, I started this business to empower health + wellness professionals like me to “preach what you practice”. I share practical guidance so you can get clear on your unique value, communicate it with heart, attract + serve the people you love working with most… and actually have fun along the way.

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