Why Is Fresh Content Important?
No conversation around digital marketing and your online business presence is complete without touching on the importance of content - but why is fresh content so important? After all, if your webpage copy and a collection of blogs serve and provide all the information your client needs in one hit, why should you spend time continually adding to and refreshing that copy?
It all comes back to those three letters that are so important to an online strategy - SEO.
In this blog, we will be offering some insight into the importance of fresh copy and content and will also be sharing a few top tips on how to freshen up your content quickly and easily.
How Does Fresh Content Impact SEO?
SEO stands for Search Engine Optimisation and focuses primarily on the way that search engines view your website and online presence as a source of insight and value to your customers. SEO is what encourages a search engine to display your website and landing page as a top-level result attributing to a specific customer search, and requires a combination of keywords, links, and high-value copy.
Fresh content isn’t just brand-new copy - for example new web pages and blogs, though these are important. It also means keeping on top of the old and existing copy and ensuring that it is up to date, relevant, and plays into your wider SEO strategy.
The link between the two is simple. Your SEO strategy is all about the way you use words - and the way you use words is essentially your copy and content. Keeping all your words and content sources fresh and relevant is the best way of always integrating popular keywords into your website, always ensuring that you are answering the most up to date customer questions, and always and consistently adapting your website and online presence to meet the demands of the search engine algorithm.
The Benefits Of Fresh Content
Fresh content is important to your SEO strategy, assuring the search engine that your website is not only relevant to a specific search but that it is an active business, regularly updating and refreshing content. But it’s not just SEO that fresh content benefits.
Another important factor of fresh content, and a key reason to always focus on delivering it, is because it helps your brand establish and consistently build credibility. Think of it this way: if you visited a website that appeared in your search results and you then noticed that their last blog was posted over a year ago, or that they are selling or marketing something which is out of date or no longer relevant, the likelihood is that you would start to question that website and brand’s credibility.
Fresh content and new posts show customers that you are actively engaged with the current market, and that you are constantly looking to deliver value. If you know a brand posts a new blog or article every week and you enjoy and gain value from their content, the chances are that you will start to look out for that new blog on a weekly basis - and this forms the start of a loyal and long-term customer relationship.
How To Add Fresh Content To Your Online Platform Quickly And Easily
So, how can you factor fresh content into your online presence and ensure that all your touchpoints are not only connected but providing an optimised, fresh, and seamless customer journey?
Update Old Posts
Old blogs, articles, and posts should be considered an asset. They have been serving your website and delivering value in the past, and rather than deleting them, you should look to build on them and update them to help them contribute towards your online strategy while ensuring that they are relevant.
This won’t always be possible - and sometimes you may find that references, jokes, and products are completely outdated and impossible to bring to the current market. These posts should be deleted.
Create New Posts
The easiest way to create and add fresh content to your site and online presence is to create new blog posts and new web pages. This means keeping on top of industry news, finding new topics to discuss and draw followers in, and exploring different types of blogs that engage your audience.
Change Up Your Keywords
Keywords change almost as quickly as fashions and trends, as they relate to the things that your target audience is searching for in order to end up on your website or find your brand. Conduct regular research into keywords and make sure that your content is always reflective of the most relevant search terms - both the niche keywords and the wider and more open keywords.
Expand Your Focus
Fresh content doesn’t just come from blogs and web pages - it needs to focus on your entire online presence, including any ads, business platforms, social media profiles and more. Help yourself by creating a calendar of sources you need to update every time you do a content refresh so that you don’t miss any sites out.
Update The Visuals
Fresh content doesn’t just have to mean words and copy - it can also refer to the imagery and the foundational design of your website (after all, when was the last time you engaged with a brand that had a terrible website in terms of design and user experience?) Where possible, keep your visuals and imagery and consistent as possible with your brand, bringing brand colours into your web design and always focussing on the user experience and customer journey as they move between webpages and other platforms.
Everything your customer sees is an opportunity to celebrate and showcase your brand, so use every chance you get to make a good, valuable, and credible impression.
