It is recommended to create evergreen content in view of the fact that we rarely have to update it and it can be kept posted for long. So it reduces our work to update the published content. Even in cases we need to do some changes in it, these changes are very limited in nature. So in case of evergreen content too, we need to continue making updates to keep up with the requirements.

What needs to be done to manage content and keep it updated?

We should implement a process through which we can put a periodical content audit in place so as to evaluate what needs to be kept and what is to be removed. We can choose the frequency of audit according to our convenience and requirements. So seasonal content has to be updated frequently in order to keep your content relevant and informative and the content which is already published needs to be scheduled to be published on some future date. In the database settings there are fields, which will not allow the flagged content, scheduled for publishing on a future date to retweet, if you edit it for some reason. So you have to change the settings and over-ride the field in case you want it to be re-tweeted even in case of making some changes to it.

We also have to change our SEO habits of ‘batch mode’ publishing, as this will allow the customers and regular readers to be distracted. As in ‘batch mode’ we can publish a string of previously published files, to be published with minor updating. The good practice is to add one or two such previous files with regular new articles to be published. However there are different types of customer groups:

• Established SEO experts
• People who are not regular to Social Media

In this respect, we have to take extra precaution for the people who are mindful of your previous posts and may detect a rerun of articles with minor or no changes, whereas, this practice can still work for the people, who are not regular to your posts. Re-tweeting, however is still effective for such mass market and still has the potential to reach the not so regular people.

So we can summarize it as follows:

• Be alert to the changes being made in the industry and update it wherever needed on your website.
• Screen the published content on a regular basis and evaluate the action-plan for the existing posts.
• If changes are needed, make it and schedule it for next publishing date
• Don’t publish old content in the ‘batch mode’. You can mix up to 10% of the old updated content with the fresh content
• Make sure who forms your major customer groups; if these are SEO experts and cynical readers, make sure not to republish the previous content blindly. For mass market, this is not harmful.
• Make sure to remove the already published content flagged as “already published.”
• Update the seasonal content, schedule it to republish and re-tweeted.