You write a great blog post and post it to your social media channels. You get some mentions, you get some traffic. You might even get a couple of links, and you sit back waiting for it to rank. But what then?
Your blog content needs to be managed. Over time virtually all blog posts can either mature like a fine wine, or decay into the mouldy tub of takeaway which lives at the back of the fridge.
Once you're post is written it shouldn't be left on the shelf forever, but should be lovingly looked at every now and again to make sure everything is looking as good as it should. And why should you manage your blog content? Because of the following things:
Your post is time sensitive:
Industries such as online marketing change quickly - very quickly. If you're post is out of date it can be annoying on the one hand and down right damaging on the other. Two examples:
When writing an old post on Ifttt I came across a huge number of other posts explaining how brilliant the Twitter recipes were. BUT, Twitter launched it's new API back in September 2012, which meant Ifttt had to remove all of its Twitter triggers. So, 7 months down the line, all the blog posts are out there now full of redundant info about recipes which you just can't produce. End result - it's annoying and time is wasted.
If you're a small business searching around for information on how to improve your SEO you're still more than likely to come across blog posts which were written a few years ago. These were the days before Google Panda and Penguin when things were altogether a very different ball game.
But if I come across you're blog post, say from 2010, and don't know anything about SEO. Well, why wouldn't I follow its advice? The information in the post could be badly out of date by current standards, but if you're the one who wrote the blog post way back when, the bottom line is that your blog post could do more harm than good.
It's not just your advice that wastes time, but it could really damage a business when they ending up attracting a penalty from Google for poor SEO.
Your Post has Mistakes:
If you've ever written a blog post in a rush then there's a chance you've missed something. Do your images have correct alt text's? Could you write a more compelling meta description? What's your spelling like? They're all things which can easily be missed out or done wrongly, so it pays to spend some time making sure everything is correct.
End result - it can help click through rates if you appear in search results and means you won't lose business when people leave due to sloppy spelling.
Your Post doesn't have Relevant Internal Links:
If people have taken the time to read something you've written then they might also be interested in something else which you've published. With relevant internal links to other useful information you get an increased time on site from your visitors and they get a better user experience by finding lots of quality information.
Example: Say I've written a post on marketing with Twitter. People might also be interested in the article I've written on Facebook so I can provide a link to it. Simple. But whenever you add a new article it pays to go back to the Facebook article and link back to the Twitter one.
If you've put in the effort to get someone to your site, then you may as well keep them there. So with each new post that's added you could always add relevant links back from older posts.
All in all a blog is a fantastic thing but if you're dedicating your time to write engaging, well written posts, make sure you put some of your energy managing what you've already written to be as good as it can be.