Keeping your website up to date isn’t just about making sure it doesn’t look like it was designed in 1998 (although that matters, too).
More importantly, it’s about keeping people hooked on what you have to say… and making sure you continue to show up high in search results. Those Google ranking elves are suckers for novelty.
Producing a constant stream of sparkling new content is tricky, though. In this article, we’ll take a look at 6 manageable ways on how to keep website content fresh.
Read on to learn about:
- What kind of content stays fresh
- Preventing content from getting buried on your site
- Repurposing content
- Scheduling Strategies
Let’s take a look at six great ways to keep website content fresh:
1. Make It Easy to Update
It’s really important that you have direct control over what goes on your site without calling IT every time you want to add or change something. The easiest way to do that is to use a CMS system that allows you to edit text, images and video.
Ideally, opt for something that lets you add and replace things like cover images and videos and that incorporates an easy-to-update blog section. This means you can add new valuable or interesting content easily, in keeping with your site’s overall design.
2. Create (and Update) Evergreen Content
Evergreen content is stuff that doesn’t become irrelevant or outdated – at least, not for a long time.
Sometimes it makes sense to publish time-sensitive content or post things that relate to events or issues that will be forgotten in a month: these attract lots of interest in the short term. To get the most out of your content, though, it’s good to mix this up with topics that people are still likely to search for in a year’s time.
Inevitably, things change… but that doesn’t mean that your older content is useless. Rather than saying to yourself, “Well, I guess that how-to guide is useless now that X technology has come along”, why not give the original content a refresh and then market it all over again? This helps you to extend the value of content so that it’s truly evergreen.
3. Link Back to the Good Stuff
Search results aren’t the only way that people find older posts. You can also take the proactive step of linking internally to past content that covers similar ideas or issues.
You can do this by weaving links into the body of your text, for example by linking to an article on top SEO tips while talking about SEO.
Or you could break up the text by emphasizing links to other pieces of relevant content, like this:
Or you could set up your site or blog so that it recommends related content automatically, like the “More Posts By…” button at the bottom of this page.
Social media and email newsletters are your friends, too. Just because you posted a link to a blog post or video when you first created it, there’s nothing stopping you promoting it again six months down the line. Try to find a hook or link it to current events if you can.
4. Map Out Your Site
Is some of your older content getting lost in the sands of time? Are there broken links or orphaned pages that people can’t get to by clicking through logically? Think about how you can move stuff around to make it easier to dig out quality content from a few months ago.
Also, if you’ve deleted some old content but links to it still exist out in the ether, what happens if someone clicks those links? Error messages are never a good look, so it’s much better to set up an automatic redirect to similar, more recent content instead.
5. Repurpose Content in Different Formats
Imagine you’d spent all week interviewing awesome people in your field on camera for a cool 30-second video giving their top tips on a key issue. That’s a ton of work for one piece of content… especially when so much will end up on the (virtual) cutting floor.
Instead, think about how you can get multiple types of content from the same project. In the example above, could you transcribe the full interviews and build them into a long-form whitepaper or even an ebook? Could you divide them up into a few key takeaways from each person and publish them as a series of separate blog posts?
Whatever format a piece of content takes, think about how you could translate it into another medium. That way, you squeeze out even more value for your audience and it gives you more great stuff to post on your site.
6. Create a Content Calendar
Everyone hates deadlines, but unless you have a schedule, producing top quality content will slip to the bottom of your to-do list. Your site will gather dust and you may find you only post things in a panic when you need to push sales, which isn’t very engaging for your audience.
Figure out what topics interest your audience and which you’re uniquely qualified to shed light on, decide on a format… and draw up a regular content calendar. Make sure you include a schedule for posting on social media and incorporating this in your email marketing, too.
Need some inspiration for creating a schedule? Click here: How to Create a First-Class Content Management Strategy.
While there are plenty of ways to extend the value of your content, there’s no getting around the simple fact that you have to create it in the first place. If you want people to find you and engage with what you do, make sure that you keep website content fresh and its creation stays a priority.