Every Scribly content strategy begins with a full content audit to determine whether your existing website is set up for success. There’s simply no point creating new content without doing this step first. We start by pulling every URL from your website into a spreadsheet and check for everything that needs fixing. 

We then identify content gaps or areas with competing content (known as “cannibalization”) and remove, update, or consolidate any redundant pages. We spot outdated links, duplicate pages, offers, events, or writing that simply isn’t in step with your current content guidelines. 

Now we can refresh your old posts. We do this by: 

1. Updating old content with new and relevant hooks (the opening statement that grabs the reader’s attention), statistics, external and internal links, trends, and more. 

2. Ensuring any content linking to outside articles and sources are the most up-to-date, in-depth, and credible versions (linking to outdated or spammy websites can hurt your website’s Google rankings)

3. Ensuring content has a unique POV or spin that differentiates it from other new content that covers a similar topic or subject.

4. Paying attention to headings and sections, ensuring we’re using eye-catching descriptive headings, using H tags correctly to break up the content and make it readable and crawlable for search engines, and adding any new sections to answer updated questions your target audience is asking online. 

5. Adding visuals that fit your brand and business throughout the post to break up text and improve time spent on page. We also optimize all image descriptions and alt text of help your search rankings and discoverability through Google Images. 

6. Ensure your old posts match your current brand guidelines, tone of voice, and personality—and that they’re actually speaking directly to your ideal client. 

7. Changing up formats when it makes sense to do so: Think lists, how-to guides, and combining separate posts into genuinely useful, long-form content. Blogs over 3,000 words receive three times more traffic than shorter posts as they can answer all your prospects’ questions in one helpful piece of content. 

8. Updating your contextual calls-to-action to ensure they’re seamlessly integrated with your content, supporting your users’ customer journey, and moving them through your sales funnel. 

9. Ensuring your old content is targeting the right keywords as part of a larger, ongoing keyword strategy. We want to see a good balance of content distributed across your sales funnel and targeting different keywords to ensure your content is working to grow your organic traffic, educate your target audience, and ultimately, drive conversions. 

10. Repurposing your updated content through different formats (think infographics, social media posts, email newsletter content, and more) to get even more eyeballs on these newly made-over posts!