If you’ve been around content marketing much at all, you’ve probably heard the term “evergreen content”. This is kind of an interesting concept, because while the information that is offered in this content is universal and timeless, the format of the content or the medium in which it is conveyed may still change and evolve over time. Even the most basic informational pages and business websites need to refresh their content as a regular part of the marketing strategy.
If you’re still looking for more reasons to invest in fresh content, read on.
People Want Updates Yesterday
Today, people are very impatient by nature. They want new information on a regular basis, and they want it as quickly and efficiently as possible. Rather than checking for updates weekly or monthly, many users are now expecting daily updates, or even updates multiple times per day, via social media or other channels. If you aren’t putting out new content on a regular basis, you’re not keeping your audience updated on the latest information and resources. And if you don’t, your competition will. Don’t let your audience get stolen away.
Search Engines Are Looking for New Content
Google and other search engines have one job: to provide users with relevant content and information that is updated and give the best possible online experience. Old, outdated content is not going to be the best of anything, so if you don’t update your content, you aren’t going to look that good in the eyes of the search engines. They’ll instead direct people to similar sites that offer current information with more frequent updates.
Your site will also be indexed more regularly if you publish fresh content. Once a website has changed, Google and other search engines take note and will re-index the site accordingly. This gives it more attention, rearranges the search rankings, and gives you yet another chance to get listed at the top of the search results.
New Keywords and Audience Targets
Fresh isn’t just about updating the old. It’s also about creating the new. When you generate new, never-before-covered content, you are giving your business the chance to reach out to a new audience segment or target different keywords than your other content marketing efforts. If you target more keywords, you have a broader reach. If you find new audiences, you again increase your reach. It’s all about reaching as far as you can, and fresh content will ensure that you get there.
Revamping content just re-targets your keywords and audience segments. It doesn’t really offer anything new, and in fact, it can remove some brand authority because you replace older content with fresh material. In addition to updated, relevant copy, you also need to have a history of resources and information to add some credibility to your reputation as an industry authority. That’s why you should create new content, rather than just updating the old.
Social Media Thrives on Current Content
Much like the search engines, social media sites often pay more attention to fresh content than old, recycled information that’s been around for years. When your audience sees you as a reputable brand authority, they are going to be more likely to share your material. When you publish fresh content, you’re creating a fresh opportunity for shares and visibility. Plus, the fact that you’re continuing to strive to educate and assist your customers will allow you to build your brand authority along the way, as well. All of this leads to a much stronger and more visible social media presence than what you can expect when your content is tired and has long-since passed its shelf life.
Speaking of Brand Authority…
This is, by far, one of the most crucial elements of your marketing efforts. Of everything else that you do, and no matter what other marketing strategies you employ, nothing will matter if you’re not able to create and reinforce a sense of authority within your industry. The global economy of the Internet puts you up against a lot more competition than you are typically used to, and you have to make sure that you stand out that much more as a result.
The best way to do this is by establishing and maintaining your business as an authority within your industry or niche. If you can do this, you can generally convince your audience that you are the best for the job inherently, which means any additional resources you offer are just going to be the icing on the proverbial cake for most of your clients.
Instant Gratification Isn’t Just for Millennials
The younger generation gets a lot of flak for their inability to be patient or wait for anything. Growing up in the age of the Internet has created a sense of urgency and a demand for “right now” solutions among many people, but also among many businesses. It’s easy to be tempted by the instant nature of the online world that we live in, and it’s hard for companies to keep up with the ever-changing demands of the modern audience. With fresh copy, you can keep your audience happy, deliver new resources for their evolving needs, and ensure that your content is on point from every angle, no matter what industry you are in.
Stale Content Is a Sign of Stagnant Companies
Social media, email servers, text messages, and other instant messaging and social engagement tools all respond instantly and intuitively, and they all deliver immediate results when you incorporate fresh copy rather than just recycling old material. When users search for something online, they are going to notice if your website is outdated or lacking newer posts. Check out your blog. If your last post wasn’t within the past couple of days, you’re already heading downhill.
Whether you’re just trying to grow your brand through content marketing, or you are troubleshooting to figure out what’s not working in your current marketing efforts, check your content. Fresh copy will give you fresh results, along with a fresh perspective regarding your online marketing efforts.