It's no secret: Companies publish tons of content every year. Some of it attracts readers, some of it even goes viral, but, unfortunately, most of it falls flat.

Over time, it's easy to end up with a large logjam of mediocre content. At my company, we call it the "content graveyard."

You may think it's not a huge concern; unfortunately, though, all that mediocre content is doing actual harm.

With all that dead content out there, it's very possible you have multiple articles on the same topic essentially competing with each other for search rankings. Also, stale blog content can confuse your readers because it's likely not aligned with the current direction of your industry, and maybe even your own company.

Ultimately, stale content breaks trust with your audience, hurts your reputation, and doesn't position your company as the go-to resource in your industry.

The good news: you can do something about underperforming blog content.

You can take simple steps to update your blog content and get more ROI from existing efforts without having to publish anything new.

Three Steps to Refresh Your Content

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ABOUT THE AUTHOR
image of Kelsey Raymond

Kelsey Raymond is a co-founder and the CEO of Influence & Co., a content marketing firm that helps companies showcase their expertise through thought leadership. Its clients range from venture-backed startups to Fortune 500 brands.

LinkedIn: Kelsey (Meyer) Raymond

Twitter: @Kelsey_M_Meyer