Updating Old Content vs. Writing New Content: Which Strategy is Better?

Updating old content is improving what you already have. Conversely, creating new content is starting from scratch with fresh ideas and perspectives.

Should I refresh old content or write something new? It’s a question I often hear, and I’ve struggled to decide many times.

In this blog, I’ll explain when we should update an old blog and when to go for new content. I’ll also discuss the use cases of both methods. 

Updating Old Content vs. Writing New Content: 7 Key Considerations

Both updating old content and writing fresh pieces have their own use cases. In this section, I’ve discussed the 7 comparing factors while choosing these two strategies.

1. SEO Rankings

Updating Old Content: Refreshing existing content positively impacts SEO rankings. It sends signals to the search engines(Google, Bing)  that the content is up-to-date and relevant. This leads to more visibility and higher rankings.

Creating New Content: Writing new content covers fresh keywords and topics. It potentially captures new search queries and expands the website’s overall SEO footprint. However, low-authority websites’ new content may take time to index and rank.

📢 Updating vs. Creating New Content: Which Will Be Better For SEO?

Both strategies can improve SEO rankings, but updating old content tends to bring quicker results. In particular, updating the content addresses current trends or fills gaps in existing information. You can update old content using AI writing tools i.e. GetGenie AI with proper keyword and SERP analysis.

Also, old content already has authority and relevance. As a result, updating or refreshing content helps in SEO ranking and increases clicks, impressions, and click-through rates.

2. Audience Engagement

Updating Old Content: Updating existing content creates an opportunity to provide accurate and valuable information to the audience. It can bring both new and repeat visitors from your targeted audience who appreciate the effort to keep content relevant and useful. 

Creating New Content: Fresh content has the potential to generate excitement and interest among the audience. For instance, if you cover trending topics such as “What’s new in WordPress 6.5”. 

It can attract new as well as existing visitors quickly. Also, encourage them in social sharing and discussion. As a result, your new content gains more engagement metrics such as clicks, comments, likes, and shares.

📢 Updating vs. Creating New Content: Which Drives Better Audience Engagement?

Creating new content sparks higher levels of audience engagement. Because it provides fresh perspectives, novel ideas, and timely information. When you present something new, it grabs people’s attention and makes them curious. This curiosity often leads to more interaction with your content.

On the other hand, updating old content may not always generate the same level of excitement among your audience. 

3. Content Variety

Updating Old Content: When updating old content, the core topic or theme remains the same. So, there’s a limit to the content variety. However, you can gain variety in old content by adding new insights, examples, and perspectives.

Creating New Content: Creating new content inherently allows for greater content variety. It can be writing blog posts, making videos, infographics, podcasts, etc. You can cover different topics, formats, and angles in your domain. 

📢 Updating vs. Creating New Content: Which Offers Better Content Variety?

Creating new content offers better content variety compared to updating old content. Also, new content allows to explore various new topics and formats enhancing the domain authority.

4. Information Accuracy

Updating Old Content: You can correct any inaccuracies or outdated information when updating old content. For instance, you’re updating a blog post on “How to Install WordPress in Localhost” 

During the updating process, you need to ensure installation steps are accurate for the latest WordPress version and plugins. Also, verify any changes in best practices or security measures to ensure the information remains accurate and reliable.

Creating New Content: On the other hand, you can present information from scratch with new content.  Also, you can include your fresh perspective, new research, and data. For instance, you can write a new blog post on “How to create a WordPress Website Free”. 

Making a website in localhost is also free. But instead of updating, you can write a new article on this topic. Here you can cover how to create a WordPress site using a free domain, hosting, themes, and plugins. It will add value to your website and target more readers. 

📢 Updating vs. Creating New Content: Which Ensures Better Information Accuracy?

Both updating old content and creating new content can be effective strategies to ensure better information accuracy. You should update content after 3-6 months to provide accurate and up-to-date information

Also, you can create new content when existing content may not fully meet the specific needs or preferences. 

5. Industry Relevance

Updating Old Content: You can update old content data to ensure your content is relevant to the current industry trends, practices, and standards. Also, refreshing old content allows you to capitalize on evergreen subjects by adding new insights or examples.

For instance, you wrote a blog post titled “Top WordPress Plugins for 2023” on your website a year ago. Now, it’s time to revisit and update this post to ensure it remains helpful for users in 2024. You can replace outdated plugins with newer, or more efficient alternatives. This way, your readers can trust that the recommendations are up-to-date and relevant to their needs.

Want to know the best WordPress plugins, check this blog post – 10 Best WordPress Plugins for Blogging Websites

Creating New Content: Adding new content helps to address ongoing trends, technologies, and issues within your industry promptly. 

Also, creating fresh content shows your industry expertise by exploring new ideas and perspectives. Plus, you can maintain audience interest and attract new followers or customers by introducing relevant new topics in your blogs, videos, or other creative content.

📢 Updating vs. Creating New Content: Which Maintains Better Industry Relevance?

Updating old content ensures its alignment with current standards. On the other side, creating new content allows for addressing trends and showcasing expertise. So, a balanced approach with both strategies is the most effective way to stay relevant in the industry!

6. Backlink Opportunities

Updating Old Content: Refreshing old content creates an opportunity to improve and expand backlink opportunities. By updating outdated information or adding new insights to existing content, you can attract fresh attention from other websites or bloggers who may find the updated content valuable. 

Creating New Content: You can increase the chances of other websites linking to your content as a valuable resource by producing new content. Make sure, the new content is high-quality, informative, and fills knowledge gaps. 

Moreover, creating content covering trending topics can easily attract attention from influencers or industry experts. This also helps to get organic backlinks from authoritative sources.

📢 Updating vs. Creating New Content: Which Generates Better Backlink Opportunities?

Refreshing existing content helps to get backlinks. However, it may take time for the new content to gain traction and attract backlinks compared to established content that already has a foundation of backlinks. 

7. Resource Allocation

Updating old content: When you update any old content, it generally requires fewer resources. Since the core content structure and framework already exist, the focus is on making necessary updates. It includes revising outdated information, optimizing for SEO, and improving readability. This process typically requires less time and effort than creating entirely new content.

Creating New Content: Writing new content involves a more extensive resource allocation. When you create new content like an article, video, or creative copy,  you have to go through several processes. 

They include brainstorming new ideas, conducting research, writing, editing, and promoting the content. It also requires a significant investment of time, expertise, and possibly financial resources.

📢 Updating vs. Creating New Content: Which Is More Resource-Efficient?

New content offers opportunities for innovation and exploration. But, updating old content is often more resource-efficient than creating new content. You can update your content in less time and effort while still delivering value to the audience. 

Final Verdict: Make a Balanced Strategy 

Indeed, combining both updating old content and creating new content is the best strategy. It’s a great way to make your content marketing efforts more impactful. With this approach, you can strategize your content well, boost your website’s authority, and keep your audience interested.

Here are the go-to use cases when you choose to update and create a new one: 

✅ When should you update old content: Use cases

• Outdated Information: Update content with outdated information that no longer aligns with current industry trends, practices, or standards.
• Performance Improvement: Refresh content that is underperforming in terms of traffic, engagement, or conversions.
• Keyword Optimization: Update content to optimize it for relevant keywords or search queries, based on keyword research findings.
• Backlink Opportunities: Identify opportunities to attract backlinks by updating existing content to make it more relevant and valuable to other websites or bloggers.
• Evergreen Content: Update evergreen content by adding new insights, examples, or information to keep it fresh and engaging for readers.

✅ When should you write new content: Use cases

• Addressing Trends: Create new content to address current trends, technologies, or issues within your expertise domain industry.
• Filling Content Gaps: Write new content with a gap analysis in your existing content library, covering topics or areas that are not adequately covered.
• Expanding Audience Reach: Produce new content targeting new audience segments or demographics to increase reach and attract new followers or customers.
• Thought Leadership: Create new content to share unique insights, research findings, or perspectives that establish your authority and expertise in your niche.
• Capitalizing on Seasonal Opportunities: Take advantage of seasonal events, holidays, or trends to create timely and relevant content that resonates with your audience and drives engagement.

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