We want more sales and more leads.
This culture of more also means we re always looking to do more—a mentality that we bring into the content marketing practice.
By old, I just mean posts that already exist on your blog — whether you wrote them last month or three years ago.
More importantly, the results of this growth marketing experiment strongly suggest that historical optimization brings significant SEO benefits as well.
Google Analytics is useful for this.
We do newsjacking posts, but updating those posts for this experiment did not make sense since, by definition, their topics were around topical issues.