marketingskills Refresh vs New Content
Overview
Given a page and its performance data, decide the best content action: refresh (update existing), consolidate (merge pages), prune (remove or redirect), or create new. Uses traffic trends, SERP competitiveness, content quality, and business value.
Inputs
- Page URL and current performance data (GSC/GA4)
- Content quality assessment (depth, freshness, accuracy)
- SERP competitive analysis for the page's primary query
- Business value of the topic
Workflow
- Assess the page's current content quality:
- Outdated information or examples
- Thin content compared to top SERP results
- Missing entities or sections
- Poor user engagement signals (bounce rate, time on page)
- Assess traffic potential:
- Total search demand for the primary query
- Authority feasibility (can this site rank?)
- Seasonality or trend direction
- Decision matrix:
- Refresh: page has good bones, query is stable or growing, authority exists
- Consolidate: page is thin, overlaps with another stronger page on the site
- Prune: query demand declining, page has no unique value, better to redirect authority
- Create new: new query opportunity, site has no existing coverage, authority is feasible
- For refresh: pass to content-refresh-brief for the detailed brief.
- For create new: pass to seo-content-brief.
- For consolidate/prune: recommend the target URL or redirect destination.
Output
Content action recommendation with rationale, expected impact, and handoff to the relevant skill.