Content Marketing

How to Keep Content Fresh: Tips for Consistently Engaging Your Audience

08.17.2023 5 Minutes

Content is still king in a digital-first world, and keeping it fresh is vital to executing an effective B2B content marketing strategy and elevating your firm’s online presence.

Fresh content is not only important for search engine optimization (SEO) but also for engaging and retaining readers. However, creating new content regularly can be challenging, especially for marketing teams with other priorities on their plates. In this article, we’ll explore some best practices and strategies for keeping your firm’s content fresh and relevant.

Understanding content freshness for thought leadership

Content freshness refers to the relevance and timeliness of the information shared in a piece of content, such as a blog post, social media update, video, podcast, or webinar. While “evergreen” content remains perpetually relevant (though always in need of minor updates), creating fresh content requires either publishing new and original information or iterating on existing content by adding updated or new insights.

Fresh content is essential to any content marketing strategy because it improves your firm’s authority in the industry, which can lead to increased website traffic, user engagement, and conversions.

Put simply, businesses that regularly publish insightful, relevant content are often seen as more authoritative, or at the very least are more visible in key spaces such as search result pages or social media.

To understand content freshness, it’s essential to consider a few key factors:

  • Relevance: Content must be relevant to the audience it’s intended for. It should address their interests and concerns and provide valuable information—without selling.
  • Timeliness: Content must be up-to-date and timely. It should reflect current trends, news, events, and the latest best (and next) practices in your industry.
  • Accuracy: Content must be accurate and reliable—and should solidly convey a sense of expertise, authority, and trust for your firm. It should be based on credible research, sources or the insights of your firm’s subject matter experts.
  • Uniqueness: Content must be unique and original. It should offer a fresh perspective on a topic and avoid duplicating information that is already available.

Why keep your content fresh?

Fresh content is crucial for any firm that wants to maintain its position as a subject matter expert in their industry and attract new traffic and leads. Publishing new and interesting content not only keeps visitors engaged, but also helps boost search engine rankings, further solidifies your firm’s expertise, and improves website traffic across the board (by providing more opportunities for visitors to find your site).

Regularly updating your content is also a key element in the user experience for your site. When visitors find outdated or irrelevant content, they are less likely to stay on your site or return in the future. By consistently providing new and up-to-date information, you can engage with visitors on a deeper level and build more interest in your firm and service offerings.

Regular website updates play a key role in improving your site’s search engine rankings and generally increasing visibility for your firm—especially as search engines like Google are increasingly prioritizing websites that produce new and interesting content.

5 strategies for keeping your content fresh and relevant

Creating fresh content can be challenging, but keeping your audience engaged and coming back for more is essential. Here are a few quick strategies to keep your content fresh:

  1. Publish original content — The most crucial element in keeping your content fresh is constantly adding new ideas, insights, and opinions to the mix. Having an ownable position and/or unique point of view is crucial to differentiating your firm and providing the quality content that users are seeking. Make sure to constantly publish new thought leadership based on the intersection between your business’s goals and the perspectives of your subject matter experts.
  2. Regular updates — One of the most effective ways to keep your content fresh is by regularly updating older posts. This could mean adding new information, statistics, or insights to an existing article or simply refreshing the design or layout of a page to make it more visually appealing. In fact, one of the best ways to make your site feel new and fresh is to redesign or enhance your homepage to stay on top of changes in user intent or the broader marketplace.
  3. Repurpose content — Repurposing content can also be an effective strategy for keeping your website feeling new and interesting. This means taking existing content and presenting it in a new way. For example, you could turn a blog post into a video, or create an infographic based on a research report.
  4. Keep up with trends — Staying up-to-date with your industry’s latest trends and news is crucial for keeping your content fresh. Make sure to regularly read industry blogs, attend conferences, and follow relevant social media accounts to stay informed. Importantly, try to have an opinion or stance about a particular issue, current event, or industry topic to ensure your firm has a voice in the broader conversation (based on your unique perspectives and subject matter expertise).
  5. Diversify, slice, and dice — Finally, diversifying your content formats can help keep your content fresh and interesting. Instead of only publishing blog posts, be sure to incorporate other content formats such as eBooks, video, podcasts, or webinars. This not only keeps your audience engaged, but also helps to attract new audiences who may prefer different types of content. A common strategy for this involves taking a longer piece of content (such as a podcast or webinar) and “slicing” it into smaller, digestible pieces. For example, take 3-4 good ideas from a recent webinar and turn them into short videos or blog posts to iterate on your existing content.

Make your content marketing strategy a priority

Content marketing remains a powerful strategy for reaching and engaging your target audience, while positioning your firm as subject-matter experts in your industry. And keeping content fresh is a crucial requirement for a successful content marketing program, as well as maintaining your online presence. By keeping your content new and compelling, your firm can attract new visitors, retain existing ones, and improve your rankings in search engine results.

For this reason, content freshness should be a top priority for any business that wants to position itself as a subject matter expert in their space.

Keeping your content fresh involves a combination of strategy, creativity, and persistence—all executed through a thoughtful, strategic content marketing strategy.

By following these best practices—and regularly evaluating and adjusting your content strategy—you can keep your firm ahead of the competition and better meet your digital marketing goals.

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