Stock content for the ages.

What happens when you stop publishing new material and take a hard, professional look at your archives?

The Buffer team decided to find out:

Having not published original content on the blog for 30 days, we saw only a 4 percent dip in traffic compared to the previous month.

Basically, they took a professional approach to revising, revamping and repromoting evergreen or stock content – and reaped the traffic rewards.

This is still the least-appreciated aspect of running a website amongst news-centric publishers.

Also worth noting: this is a post from 2015, which I discovered because they repromoted it…