People remove content when it stops adding to company goals. They fix content when it’s broken by redirecting content or repurposing it as new opportunities arise.
One thing marketing teams and website owners overlook by assumption, however, is that stagnant content can re-perform to previous levels and set new peak performance standards.
The definition I use for stagnating content is: Content which has seen reduced performance contribution toward its original intended purpose, and has therefore slowed down, or stopped adding marketing value completely.
This post examines the top five ways to enrich stagnating content’s performance reflecting its original purpose.
It isn’t about moving the goal posts, but giving the content the boost it needs to return to its intended best.