Content marketing · Marketing

What sort of "housekeeping" should we be doing with company created content?

Rachel Zheng Business Development Manager at Honyee Media

May 11th, 2015

Content marketing must be updated in order to remain relevant and interesting, but also not outdated. But should older content be completely deleted? Or should we try to redirect and/or repurpose it to create more value? What has worked for you in the past? 

Roger Wu co-founder at cooperatize, native advertising platform

May 11th, 2015

Why bother to delete old content?  It is indexed in search and if someone stumbles into it from a long tail search, why not?  We always try to keep our content and we ask our network (we manage a platform of publishers that we connect with brands for sponsored content) to keep the content "evergreen" so that it can be found at anytime.  

Also, people look at their social media streams at different times of the day / week.  Posting something on Twitter to get a hit is much harder than Facebook or LinkedIn.  You can continually repurpose on those platforms as well as a site like Medium to get the maximum mileage out of your story.

What we did is to write a guest story (which should be original), then post it on our social, and on our own blog but link to the original (so we don't get dinged by SEO by using the rel=canonical tag).

Leah Kaminsky-Levy Managing Editor, Content Stragiest and Head Writer

May 11th, 2015

I agree with the above. The only time I would say it should be taken down would be if that content no longer adheres to updated Google search best practices. Like, if an old post has keywords that aren't naturally integrated, or if you participated in a link exchange that would now damage your site's rankings when you get crawled. I would still say though that these posts should be updated to fit new best practices, so that you can still take advantage of that old URL

Christopher Harding Chairman/Founder - Luminary Communications

May 11th, 2015

Largely agree with what's been said -- keeping, re-purposing, etc. all make sense, with one caveat that is likely obvious. If past content is in disagreement or out of alignment with your current direction, then removing it from the site or other places where it may be dredged up is well advised.

We do keep such past content on file internally, however, for a variety of historical reasons -- some legal, some for the sake of tribal knowledge.

Peter] Peter Jones creates solutions for product USP, market messaging, team building, venture and other commercial capital

May 11th, 2015

Nothing more irritating than going back to some really insightful comment, only to find it's been deleted.

Archiving is something that we need a recognised provider to help us with, otherwise storage space can become a problem.

Not something I've needed yet, so good luck searching for the expertise you need.

Selena Narayanasamy Founder/Host at PermissionLESS

May 12th, 2015

If you're going to remove old content (which might be beneficial depending on the volume of content you have, and the engagement that content is getting) be sure to pull the social shares and backlinks to see if it gained any traction. If doesn't have any signal, one can argue that it can be cleaned up because it's dead weight. If it's something interesting that's evergreen or still applies to your industry/business, then definitely repurpose it. Repurpose in visuals and new mediums to breathe new life into it. I've done this successfully with lots of clients in the past - you can repurpose and then update with newer material, while reaching out to anyone who has shared/linked to the old one to let them know it's now updated. This can help garner additional shares.