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 Existing pages and posts decay over time — outdated stats, stale examples, drifted brand voice, and missed SEO opportunities.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• AI search visibility matters — outdated content gets cited less (see ai-seo skill)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Core message still valid, details outdated	Refresh (update facts, stats, examples)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