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Should You Create New Seasonal Content or Update Existing?

Your seasonal content is looking a little dusty. Is it time for a quick refresh, or do you need to start from scratch?

Should you create fresh seasonal content or give your existing content a makeover? Learn the importance of both options and review strategies for determining when one approach might be more optimal. 

The Importance of Updating Older Content

Updating existing content may not have the same allure as shiny new seasonal content, but don’t underestimate the power of a good refresh. Here are a few reasons why updating existing content might be the way to go:

1. Maintained Existing Authority

Established content may already have accumulated traffic, backlinks, and features in the SERP, contributing to your website and content authority. Updating these pieces allows you to capitalize — and potentially compound — on this existing authority.

2. Enhanced User Experience

Outdated information can lead to frustration among people who click on the page. For example, if your content still enthusiastically suggests that users purchase the latest CD, you may want to consider a refresh.

3. Improved SEO Performance

Both search engines and searchers favor fresh, up-to-date content. By revisiting older pieces, you may improve SEO ranking by including more timely and relevant keyphrases, updating links, improving formatting, and more. 

4. Cost-Effectiveness

Updating existing content is often more cost-effective than creating new ones from scratch. Consider budget, as this strategy may allow you to leverage existing resources while still delivering valuable content to your audience.

The Value of Creating New Seasonal Content

At various times throughout the year, marketers dust off their Santa hats or break out the beach balls, tailoring their content strategy to suit the current season or holiday. While updating existing content can prove beneficial in some scenarios, there are more than enough compelling reasons to create new content as well:

1. Expand Your SEO Footprint

While refreshing older content can help maintain authority, new seasonal content can help you accrue more authority through new topics and search queries.

2. Seizing Seasonal Opportunities

Seasonal topics and keywords often gain traction during their respected popularity window, increasing the likelihood of improved conversions, traffic, and brand awareness. Conducting thorough keyword research and audience analysis can unearth untapped seasonal topics ripe for exploration.

3. Addressing Fresh Topics

If your audience is clamoring for content you haven’t addressed, it might be time to whip up something entirely new. Creating new seasonal content allows you to address emerging trends that may not have been covered in existing pieces.

4. Expanding Your Content Arsenal

Variety is the spice of life, and diversifying your content portfolio can keep your audience engaged and coming back for more. Whether it’s experimenting with different formats (hello, video content!) or exploring niche subtopics for the season, creating new content can breathe life into your marketing strategy.

To Update or To Start Fresh? 

How do you decide whether to create new seasonal content or update existing content? Ultimately, it boils down to a few key factors:

1. Content Performance

Take a deep dive into your content analytics to identify high-performing pieces, as well as those that could use a little TLC. Are there seasonal articles with dwindling traffic that could benefit from a refresh, or are there gaps in your content strategy that warrant new creations? 

By leveraging data-driven insights, you can maximize the impact of your content efforts by better discerning between net new content or optimizations.

2. Relevance

Is the seasonal trend still, well, trendy? After all, you don’t want to be the one still talking about fidget spinners when the rest of the world has moved on to something else.

As the seasons change, so do the tastes and preferences of your audience. What was trending last year may no longer pique their interest today. Therefore, if the topic has become stale or outdated, creating fresh seasonal content could reignite audience engagement. But a simple update might suffice if your old content still aligns with audience interests and seasonal themes.

3. Accuracy

When deciding whether to refresh or create new content, assess the accuracy of existing pieces. If they contain outdated or erroneous information, updating is essential to maintain credibility and trust. However, if the core content remains relevant and accurate, creating new seasonal content can supplement it with the latest insights.

4. Available Resources

What resources do you have at your disposal? If you’re short on time, money, or manpower, updating existing content might be the more practical choice. On the other hand, if you have the resources to spare and a killer idea up your sleeve, go for it! 

5. Why Not Do Both?

Feeling torn between new seasonal content and content refreshes? Who says you have to choose? In fact, embracing both strategies is optimal. New seasonal content injects excitement and novelty into your brand, while content refreshes ensure that your existing content remains relevant and optimized for search engines. Together, these strategies form a powerful one-two punch that can elevate your content efforts. So why settle for one when you can have the best of both worlds?

Why Not Do Both… with GPO?

From creating new seasonal content to refreshing existing pieces when needed, GPO does it all. Our comprehensive blog program follows SEO best practices to get your content ranking high in search. Contact us today to discover how we can supercharge your brand’s online presence.

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