Brands should do a competitive analysis to identify areas of content that need an update

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 11, 2020, 4:56 PM UTC

Competitive analysis can also help businesses identify the multimedia elements competitors use in their content.

This piece suggests marketers should identify their high ranking keywords to run a competitive analysis before republishing their old blog posts. Brands should check for other content pieces that show up on search engine result pages (SERP) based on those keywords.

Marketers should use Google Analytics to identify pages that drive more conversions and update the content on those pages. Brands should also delete or combine weaker sections from their articles to maintain audience interest and decrease bounce rate.

Regularly updating statistics, facts or quotes or replacing images in content can boost the relevancy of older pieces. But, businesses should ensure no one is linking to blog posts with the original images or old statistics to prevent losing out on valuable backlinks.

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