A content graveyard refers to the accumulation of outdated or unused content within a company’s digital assets. This includes web pages, blog posts, marketing materials, and other digital content that no longer serves a purpose. Content graveyards are common in businesses that have been producing content over a long period without a consistent strategy for updating or repurposing their material. However, in most cases content from the content graveyard still hold valuable information.
The presence of a content graveyard can have several negative implications. It can dilute a brand’s messaging, confuse visitors, affect the website’s search engine rankings, and waste valuable digital space and resources. Outdated content can also lead to a poor user experience, as visitors may encounter irrelevant or incorrect information.
To address a content graveyard, companies often undertake content audits to identify underperforming content. The next steps involve deciding whether to update, repurpose, or retire each piece of content. Updating involves revising and refreshing content to make it relevant again, while repurposing involves changing the format or context of the content to give it a new life. Retiring content typically means removing it from the website and redirecting the URL to a more relevant page.
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