Your content doesn’t have to stay outdated once it’s published. Here’s how to keep it up-to-date! [Wednesday: Write with the Pen of the Masters]

Do you know what the best thing about written digital content is?

It’s not because it can reach your target audience regardless of where they are in the world…

… nor the fact that it requires minimal resources to create.

The best thing about written digital content is that you can update it anytime throughout its lifespan!

In other words, regardless of how old your content backlog is, it can continue delivering value for both you and your audience as long as you keep making updates!

Figuratively and literally, your words are never truly set in stone.

BUT… how exactly can you optimize your existing content?

For today’s “Write with the Pen of the Masters,” we’re going to arm you with the insights and knowledge needed to pull that off excellently!

The goal of optimizing your content is to ensure that your existing content library is relevant and accurate so no matter how old your published content is, it’ll be in a position to attract your readers’ attention.

According to Semrush, optimizing your content consistently enables you to keep driving results long after a specific piece of content was published.

For example: If you published an article in December 2019, that piece of content can still deliver value for you and your readers in 2025 as long as you make updates to keep it relevant and fresh.

Now that you know why optimizing your content backlog is valuable, here’s how you can do it effectively:

• Use search intent as a guideline when revising your content.

For those of you who may not know, search intent refers to a user’s primary goal when he or she types a query into a search engine.

When you align your content based on what your target audience is actually searching for, you’ll improve the chances of your content ranking higher on results pages.

You can identify search intent by performing a search and analyzing the results.

For example: If you conduct a sample search using a query like “content marketing software” and see that the results that show up often list the best solution to use, then there’s a good chance that the search intent centers around informational and commercial intent.

This also brings us to the types of search intent you’ll encounter and will need to adjust for:

• Informational – The user wants to learn more about a topic
• Transactional – The user wants to make a purchase
• Navigational – The user is looking for a specific website or webpage
• Commercial – The user is conducting research on products or services

If you want a simpler way of analyzing search intent, you may do so with tools like Semrush, Google Keyword Planner, Moz Keyword Explorer, and the likes.

Once you’re finished analyzing search intent, make revisions on your content based on what you found out.

Remember: The type of search intent that ranks best can change over time. You need to make it a habit to regularly analyze search intent so you can continuously tweak your content based on current and emerging trends.

• Make sure your content is easy to read and is up to date.

The most engaging pieces of content tend to be readable and easy to skim.

Readers are most likely to ignore what you’ve written if they have a hard time digesting the information you’ve provided to them.

As time passes by, the types of content that tend to perform better are formatted in a different way, which is why it’s important that you revisit your content backlog with this in mind.

When making updates, make sure to prioritize the use of active voice, incorporate visuals, use bullet points to break up walls of text and make your ideas easier to understand, and improve the flow of your write-up.

Since this process involves a thorough re-reading and rewriting of what you’ve written, it’s also the perfect time to make updates to the information you’ve previously provided.

This is a crucial step because new information crops up at breakneck speeds.

For example: There’s a good chance that a blog post about content marketing trends in 2019 is no longer relevant by 2025.

Once you’re in the process of updating your content, make sure to add credible sources to back up the statements you’ve made or include expert insights when relevant.

• Add social proof to build trust (if applicable).

If you’re updating content that’s involved in generating subscriptions and/or sales, make it a priority to add customer testimonials, success stories, or case studies when applicable or relevant.

Aside from these tips, make sure to put your target audience at the center of your content optimization strategy.

After all, your readers are your most important consideration when writing and optimizing content.

Always put yourself in your target audience’s shoes when re-reading and rewriting your content. Ask yourself if what you’ve written addresses pain points or provides value.

By going about your content optimization process this way, you’ll be able to leave no stone unturned, putting you in a position to revise your content into its best possible version.

So, what are you waiting for?

The next time you go through your content library, leverage the tips we shared with you!

You never know, these just might be what you need to turn good write-ups into great ones!

About The Dynamic Marketing Communiqué’s
“Wednesdays: Write with the Pen of the Masters”

Who doesn’t find content writing to be a skill that requires a lot of practice and effort?

In fact, many people may even find copywriting very intimidating.

However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!

When you write copy for any brand or for your company, your aim is to make an impact and…

… to get people to remember.

Getting people to remember means getting consumers to buy your product or avail of your service.

… and when you get your content to deliver the results you want, THAT is great copy!

Every Wednesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.

Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.

Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.

Hope you find this week’s insights interesting and helpful.

Stay tuned for next Wednesday’s “Write with the Pen of the Masters!”

Cheers,

Dyane Diasanta
Senior Content Writer
Valens Dynamic Marketing Capabilities
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