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Introduction: Keep Your Content in the Red Zone (Bear Down Edition!)

The NFL playoff season is coming up, and while my Chicago Bears won’t be in the hunt this year (again?!?), I still root for underdog stories. Last Sunday, flipping between NFL Red Zone and game highlights, I headed to the fridge for a quick snack.

That’s when I saw it: the lasagna.

Once the MVP of last week’s dinner table, it was now dry, discolored, and far from its former glory—like a throwback to the ’85 Bears. And just like that, it hit me: this is what happens to content when it sits untouched for too long.

What used to bring in big traffic and SEO wins becomes stale and forgotten. But here’s the good news—just like a coach can make critical adjustments in the Red Zone, you can revive your content and get it back on track.

So grab your apron, your content calendar, and let’s get cooking. Today, we’re tackling content decay and turning those forgotten leftovers into fresh results.

What Is Content Decay?

Content decay is the slow decline in your content’s performance—think fewer “touchdowns” in terms of traffic, rankings, and engagement. Left unchecked, it can push you out of the SEO playoffs.

Why Does Content Decay Happen?

Content decay isn’t random—it’s driven by key factors:

  1. Outdated Information
    The SEO “playbook” changes every year. Content that once won is now outdated.
  2. Algorithm Updates
    Google’s updates can bench underperforming content, rewarding freshness and quality.
  3. Keyword Shifts
    Search trends evolve, and what once ranked at the top might no longer align with user intent.
  4. Rising Competition
    New players (and fresher content) enter the game and take your spot in search rankings.
  5. Evolving User Behavior
    Audiences now crave videos, step-by-step guides, or content optimized for mobile and AI search.

How to Spot Content Decay: Analyze Your Playbook

To identify decaying content, run a content audit. Use analytics tools to look for:

  1. Traffic Drops: Check for declining organic visits.
  2. Keyword Slips: Review search rankings for important keywords.
  3. Engagement Decline: Higher bounce rates, less time spent on pages, and lower conversions are all red flags.
  4. User Feedback: Listen to your audience—comments or feedback may reveal that content feels stale.

Game-Winning Strategies to Fix Content Decay

If content decay is leaving you on the sidelines, here’s how to get back in the game:

1. Update and Optimize Your Content

  • Refresh outdated statistics, data, or references.
  • Fix broken links, optimize metadata, and add new visuals.
  • Align with current search intent and user expectations.

Example: Rework an old blog on “2023 SEO Tactics” into a timely “2025 SEO Playbook for Success.”

2. Add Depth and Authority

  • Update posts with expert quotes, case studies, or deeper insights.
  • Expand articles into more comprehensive, valuable resources.

3. Repurpose Content

  • Turn blogs into videos, infographics, or email series.
  • Break long-form content into snackable social posts or carousels.

4. Remove or Redirect Irrelevant Content

  • If content is beyond saving, retire it—but don’t leave users stranded. Use proper redirects to avoid 404 errors.

5. Enhance Readability and UX

  • Make content easier to scan with subheadings, bullet points, and visuals.
  • Ensure it performs well on mobile and loads quickly.

Playoff Contention: Build a Content Maintenance Routine

Great teams don’t wait for mistakes—they prepare for them. The same goes for content decay. Here’s how to stay playoff-ready:

  1. Regular Content Audits: Review top-performing pages monthly and audit your content library quarterly.
  2. Build Content Updates Into Your Workflow: Plan refresh intervals as part of your long-term strategy.
  3. Stay Ahead of Trends: Watch for shifts in SEO algorithms, user preferences, and competitive content.
  4. Focus on Freshness: Proactively update evergreen content before it starts to decay.

Final Whistle: Content Decay Doesn’t Have to Be a Loss

Content decay may be inevitable, but it’s preventable—and fixable. By identifying the warning signs early and taking action to refresh or repurpose, you’ll keep your content performing at its peak.

So, as playoff season heats up, don’t let your content sit on the sidelines. Take a page from my NFL Sunday snack lesson: fresh is always better than stale.

Whether you’re living in Dallas surrounded by Cowboys fans like me (help!), or cheering on your perennial favorites like the Chiefs, Lions, or Bills, this is your reminder to:

  • Audit your content.
  • Refresh what’s worth saving.
  • Retire what’s dragging you down.
  • Keep showing up for your audience—and Google—ready to score.

Because in the Content Kitchen, every update is a chance to get back in the Red Zone and deliver results that matter.

Now, let’s cook!

About the Author:

Todd Winking is the Senior Brand Marketing Director at d2, originally from Chicago and now living in Dallas, where he cooks up amazing content strategies to help clients keep their messaging fresh, relevant, and high-performing.

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