content-refresh

Copy editing isn't just for new content.

Content Refresh Editing

Copy editing isn't just for new content. Existing pages and posts decay over time — outdated stats, stale examples, drifted brand voice, and missed SEO opportunities. A content refresh applies the same editing rigor to content that's already published.

When to Refresh

• Traffic declining on a page that used to perform well
• Stats or data are more than 12 months old
• Product has changed — features, pricing, or positioning no longer match
• Competitors updated their version of the same content
• AI search visibility matters — outdated content gets cited less (see ai-seo skill)

Content Refresh Checklist

1. Freshness pass — Update all dates, stats, and examples. Replace "in 2024" with current data. Remove references to deprecated features or tools.
2. Accuracy pass — Verify all claims are still true. Check that linked resources still exist. Confirm pricing and feature descriptions match current state.
3. Voice pass — Does the tone match your current brand voice? Older content often reflects an earlier stage of the company.
4. SEO pass — Has search intent shifted for this topic? Are there new keywords or questions to address? Add "Last updated: [date]" prominently.
5. Proof pass — Can you add newer testimonials, case studies, or data points that didn't exist when this was first published?
6. Structure pass — Add comparison tables, FAQ sections, or other scannable formats that make the content easier to consume.

Refresh vs. Rewrite

| Signal | Action | |--------|--------| | Core message still valid, details outdated | Refresh (update facts, stats, examples) | | Brand voice has evolved significantly | Refresh + voice rewrite | | Topic angle or audience has shifted | Full rewrite | | Page structure doesn't match current search intent | Full rewrite | | Just needs updated stats and links | Light refresh |

Refresh Cadence

• Pricing and product pages: Every quarter, or when pricing/features change
• High-traffic blog posts: Every 6 months
• Comparison and alternatives pages: Every 3-6 months (competitors change fast)
• Evergreen guides: Annually, unless traffic drops sooner
• Low-traffic pages: Only when traffic data suggests an opportunity