The Challenge
B2B blogs are pumping out more content than ever before, but over time (and faster than you think), content decay is setting in. Once-useful pieces are shoved to the back of your blog navigation like forgotten takeout.
The Solution
A blog refresh. We take the best parts of your content and make it perform like new with targeted keywords, fresh internal linking, high-authority external links (with stats that aren’t from 2016), and an intent-focused CTA to a lead generation asset, demo request, or other high-value target. Voila!
The process
Discovery Call
Partner on a productive, 30-minute call to discuss your content goals, unburden your blog frustrations, and hatch a plan.
Content audit
We scope out your blog landscape, look at performance metrics, and prioritize a batch of content with the greatest potential for boosted results. Then, we decide on the roadmap and cadence for refreshes. You’ll approve a set of content briefs that outline the details for each refreshed asset.
Execution
Dig in and get cleaning. You’ll receive a new piece of refreshed content each week, edited to your satisfaction (usually in 1-2 rounds). If you need publication help, we’ll set up your refreshed and optimized posts for posting, social shares, and gratuitous praise.
Performance review
You’ll get a post-refresh report that shows how your content performs with SEO and linking improvements. This reporting gives us valuable insights for continuing the good work in future refresh batches.
Is this service for you?
Content refreshes are the perfect solution if you’re…
A busy in-house content marketer who doesn’t have time to keep up with the “housekeeping” elements of the blog. You need a knowledgeable partner to swoop in and straighten things up.
The decision-maker in your content or marketing team who’s facing the grim prospect of performing engagement and conversion miracles with a slimmed-down budget and a freeze on headcount.
A business owner with a healthy content library of evergreen content that just isn’t performing the way you thought it would. If you’ve looked at your analytics and thought, “Where is everyone?” This is for you.
Investment and Logistics
What to expect from this Project
Financial Investment
Monthly content refresh packages start at $1,500 for the deliverables described below, based on the original word count (approximately 1,000 words) and the complexity of the refresh.
For smaller budgets, we can discuss your needs and come up with a plan.
Time Investment
A 30-minute discovery call to discuss your goals for the project. (I promise it will be enjoyable!)
A one-hour planning meeting to lay out the refresh roadmap. For ongoing engagements, this can occur quarterly.
A short creative brief approval. This quick (but essential) step helps me get your content drafted and published on schedule.
Editing time should be minimal, although the initial batch may take longer as I refine for tone and brand specifics.
The great thing about refreshes? Once the system is in place, the production cadence becomes predictable and low-touch, giving you time to focus on higher-value tasks.
Deliverables
For each month of blog refreshes, you can expect:
A content roadmap outlining the content cadence and delivery dates for each batch of refreshes.
Four (4) detailed creative briefs outlining the updates, keywords, linking, and revised outline for each blog.
Four polished and complete blog assets written to your brand specifications, using SEO best practices.
A 30-60 day post-publication SEO report detailing key performance metrics for each asset.
Timeline
3-4 weeks (one asset per week). You’ll start the month with four new briefs and end it with four new pieces of content!