Picture this: You’ve built a solid WordPress blog that’s driving traffic to your site.
You have a ton of content now.
How do you continue to produce quality content that attracts new visitors and keeps people coming back for more?
The answer is surprisingly simple.
You don’t have to create brand new blog posts from scratch every single time: you just need to learn how to update a WordPress blog post.
In fact, you can actually earn higher ROI more quickly by updating the WordPress blog posts you’ve already published, if you have a good bit of content published.
Updating old posts is a HUGE strategy every content marketer should be using.
Don’t reinvent the wheel. Instead, prepare to grab that low-hanging fruit and learn how to update a WordPress blog post for more ROI.
Here at Express Writers, updating old content is 90% of our entire content marketing strategy for 2021. 😳 Why? It WORKS!
Want to learn how to do it yourself? Check out my in-depth tutorial on YouTube. Then, read the blog recap. Enjoy!
(Disclaimer: This blog contains affiliate links. However, don’t worry! I never promote tools I don’t personally use – and love. ❤)
How to Update a WordPress Blog Post for More ROI (Video Tutorial)
Why Update Old WordPress Content?
Blogs are currently the 5th most trusted online resource.
Updating your old blog posts helps you to provide the most accurate information and maintain your position as a dependable resource of trustworthy material.
The fact is, almost all content will eventually become outdated as facts and figures, research findings, and even cultural norms change over time.
To resonate with today’s readers, your content must be current.
Updating old content is an invaluable way to stay at the top of your game while giving you an opportunity to increase your SEO.
That’s what happened when we updated this blog post on how to build a digital content strategy.
It was already a solid piece, but outdated. It mentioned 2020 statistics and had graphics referencing a past year.
When we updated the whole blog and made it more current, we saw HUGE results.
Not only did it earn a #1 organic ranking and featured snippet for our focus keyword — our newly-created custom graphics even ranked in Google Images for the featured snippet.
What’s better proof of updating older content than earning the featured snippet AND the #1 organic position?
Even before this happened, I decided to go all in and update the 1,300+ blogs on our site rather than creating new ones from scratch.
Now, when you visit our Write Blog, you’ll find that roughly 90% of the articles there are older posts that we’ve updated.
There’s no trick or gimmick to updating old content. It’s a lot of work, identifying which articles need a refresh and giving them the edits they need.
But in the end, it’s totally worth the time.
That’s why Express Writers’ current content marketing strategy is to focus 90% of our efforts on updating old content while just 10% is adding new content.
We’re not the only ones who have seen updated blog posts generate positive results.
Entrepreneur and marketing specialist Neil Patel uses this same tactic to boost his ROI.
For every one blog he creates, his team updates 21 previously published blogs.
This ensures his content is relevant, accurate, and continues to position him as an authority in his field.
Sold on the idea but not sure where to begin?
Read on to learn how to update a WordPress blog post.
3 Parts to Updating a WordPress Blog Post
To effectively update an old WordPress blog post, there are three main things you’ll need.
1. A Team
When updating old content, first build a strategy yourself.
Then, use a writing team, content marketing service, or freelance writers to do the editing and optimize your posts for better ROI.
I use my own team at Express Writers to make these changes for our site.
My staff consists of writers from various backgrounds with different levels of expertise who are prepared to put in the research and quality work necessary to post the most up-to-date information for our readers.
With ten years and over 1,300 blog posts under our belt, we have a proven track record of developing a content marketing strategy that works.
There are three main tools I use for discovering and managing my updated blog posts:
- Airtable: This collaborative software helps me keep a schedule of blog topics and posts I want to update, identifies who is working on that project, and tracks their progress in our system.
- SEMrush: My monthly subscription to this tool helps me discover blog posts ranking in Google that we need to update. Ranking blogs are low-hanging fruit that are already earning you positive results. They should be the first ones you review for updating to boost ROI. SEMrush helps you identify quick wins to build more ROI through WordPress blog post updates.
- WordPress Backend: After logging into your WordPress admin account, you’ll have access to the backend of your site. There you can click on an old post and choose “Edit.” Make whatever changes you’d like, then click “Update.” As long as you don’t create a new post and copy and paste from the old post, you won’t break links or lose any comments or shares.
- Content writers: Already mentioned in #1, Team, but, worth another mention here. I hire my writers at Express Writers! Our expert blog writers work on all of my content. They are a huge catalyst in helping me get the task of updating old content done.
3. A Process
It takes a well-planned strategy to accurately update your old WordPress blog posts.
Watch my YouTube video to see a visual explanation of the six foundational steps to updating a WordPress blog post for more ROI.
Here they are explained in more detail.
How to Update a WordPress Blog Post for More ROI: 6 Essential Steps
1. Find the Right Content to Update (Audit Your Content)
Auditing your content is really a two-step process:
- Use Semrush to identify low-hanging fruit: Not only does this tool help you identify your top three Google rankings and make those blogs consistently better. It can monitor rankings that have declined. When you see which keywords have dropped, those are posts you can optimize to regain a higher position.
- Manually explore your blog posts in WordPress by date: Start with the oldest and work your way up to the most current. Remember, updates aren’t just for body text. Think about SEO title, slug, and meta information as well. This is where having a team is crucial. Whether it’s a writer or a content marketer, a human eye for content is your most critical tool and cannot be replaced.
2. Edit and Update Inaccuracies, Typos, and Wording
You need a writer to read through each article, check for any inaccuracies or wording issues, and then identify and make those corrections.
When a blog post contains errors, not only will readers not trust the information…
They also won’t trust your business, which leads to higher bounce rates and lower conversions.
Your writer should also evaluate the formatting of your post.
Is it easy to read? Are paragraph breaks in the right places? Does the layout propel your reader forward, or is it too clunky to wade through?
Updating these details can help create a more useful post that drives your ROI.
3. Check for Outdated Research, Cultural Changes, and 404 Links
Blog posts can become outdated almost as soon as they’re published.
New research findings can disprove previously cited data.
Societal shifts can change the way people discuss certain issues.
Sources you referred people to in the past may have been removed from the internet, resulting in broken links.
By updating data, writing for the present, and maintaining accurate links, Google sees that you’re providing relevant, current information and will be more likely to place you higher in their rankings.
Updating previous blog posts is an easy and impactful way to ensure you’re providing accurate information to your audience, while jumping on these opportunities.
Doing so will return huge dividends for your business.
4. Craft a New Headline
Your article’s headline is your first opportunity to pique your reader’s interest.
Make sure it’s eye-catching and entices them to read more.
Test out your title with the AMI Institute’s EMV Headline Analyzer tool.
It ranks your headline based on how well it appeals to your readers in intellectual, emotional, and spiritual appeal.
The higher your percentage, the more powerful the headline.
Use this number to make adjustments until you’re happy with the outcome.
5. Update the Images and Copy in Your Content
Images are a great way to engage your reader and make your content more memorable.
They help break up the monotony of text blocks, adding visual interest to your material.
Infographics are especially useful, because they take complex information and present it in a way that’s concise and easy to understand. Readers can quickly skim the data, retain the information, and share them easily with their own contacts.
Whether you go with photos, infographics, or even animated GIFs, always remember to be mindful of your website’s load speed. Optimize your images so they don’t bog down load times and keep readers twiddling their thumbs.
25% of users will only wait three seconds for a website to load before bailing out.
Don’t miss out on readers and possible conversions for the sake of a few pretty pictures.
Need more guidance on how to rank in the top of Google? Check out my free site checklist.
6. Update the Meta Content and CTAs
When updating old blog posts, it’s especially important to look at these two things:
- Meta title and descriptions: This is what people see about your blog on Google’s search page. It drives readers to click on your article instead of someone else’s, so the more specific your information is, the better. From keywords to geographic location, targeted language also helps Google to rank you higher. Consider using Yoast, a WordPress optimization plugin, to rewrite your meta content. It helps guide you in creating effective meta details that’ll yield great results.
- Call-to-Action (CTA): This is what drives conversions. Strategically placed buttons and links should be prominent so readers are led to the next step in their journey. Wording that creates urgency (like “Subscribe today!” and “Contact us now!”) can entice people to act and convert. And that, after all, is your end game.
Consider these blog post bookends carefully when revamping old blog posts.
Make Your WordPress Blog Posts Shine
Now that you know how to update a WordPress blog post, begin building a list of articles you want to revamp, and start assigning them to your writing team.
Soon, you’ll have tons of fresh, new content that readers will love.
This not only builds your relationship with your audience.
It helps Google rank you higher in their listings and drives your ROI.
Ready to build your team? Contact us today to refresh your old WordPress blog posts for more ROI.