copy-editing · content-refresh
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 Existing pages and posts decay over time — outdated stats, stale examples, drifted brand voice, and missed SEO opportunities.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- AI search visibility matters — outdated content gets cited less (see ai-seo skill)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
- Freshness pass — Update all dates, stats, and examples. Replace "in 2024" with current data. Remove references to deprecated features or tools.
- Accuracy pass — Verify all claims are still true. Check that linked resources still exist. Confirm pricing and feature descriptions match current state.
- Voice pass — Does the tone match your current brand voice? Older content often reflects an earlier stage of the company.
- SEO pass — Has search intent shifted for this topic? Are there new keywords or questions to address? Add "Last updated: [date]" prominently.
- Proof pass — Can you add newer testimonials, case studies, or data points that didn't exist when this was first published?
- 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| Core message still valid, details outdated | Refresh (update facts, stats, examples) |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
Source: https://github.com/coreyhaines31/marketingskills/skills/copy-editing/references/content-refresh.md · v2.0.0 · MIT License (c) 2025 Corey Haines.