How publishers squeeze new traffic out of their old content

The Atlantic, which uses archival material on both the print and digital sides of its business, now generates more than a quarter of its traffic every month from older content. At publications like Business Insider, the figure is even higher.

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Focusing heavily on updating older content has driven big gains. “If we have a list of the Best Burgers in San Francisco, for instance, if we’re not updating that at least yearly and probably more often, we’re doing a terrible job,” said Ben Robinson, Thrillist’s chief creative director.  

http://digiday.com/publishers/publishers-wring-new-traffic-old-content/