Content marketing – using what you publish online as part of the overall marketing plan for your small business – is one of the most effective tools for solidifying your company’s brand identity, reaching potential new customers, and building customer relationships. When content marketing is done correctly, it can be a major contributor the growth of your business and increasing its bottom-line profitability.
One trick to using content marketing effectively and efficiently is learning to use refreshed existing content, such as previous articles published on your small business website, in a way that advances your current marketing and branding strategy.
Benefits of Refreshed Content
Periodically refreshing your existing online content is an important part of your total content marketing strategy. Refreshed content is economical to produce; it’s much faster, easier and less expensive to update existing material than to produce completely original material. There’s no need to produce all-new content continuously.
For example, suppose that you wrote on your company’s blog about using online accounting software such as QuickBooks to track employee time sheets. That information is likely still relevant for your clients, but the existing article may be a bit outdated. However, you can update it with a simple rewrite, adding some new material about the latest time sheet software that can be integrated with QuickBooks.
Refreshing content keeps your content and brand identity relevant. It avoids having your website appear dated, and it enhances your online presence, since search engines like Google reward fresh content. Updating information you provide for your target customer base conveys the impression of expertise and authority, and it solidifies your brand as a company that’s on top of the latest trends and innovations in your industry.
It’s natural for your brand identity to shift somewhat over time in response to changing marketplace conditions or advancements in your company’s capabilities. Refreshing content allows you to adjust your published online marketing material to reflect your brand image more accurately.
How to Refresh Your Content
Good choices for content to refresh are articles that have been extremely popular with your target audience – refreshing them will boost search engine optimization – or articles that contain outdated material. Look at material that you can update or rewrite easily to portray your current brand image more accurately. For example, services that were once minor components of your business may have become primary services that your company is now particularly recognized for. Refresh the existing content to show your company’s position as a market leader for those services.
In refreshing content, check keywords and meta tags to ensure you’re highlighting the points that are most relevant to the article topic and your brand identity. Update statistics or references, and check hyperlinks to make sure they still link to functional web pages. Consider replacing accompanying graphics with fresher images. Check the design to ensure that it is responsive – easy to read on tablets and smartphones – since more people use smartphones to access internet content, and Google ranks non-responsive pages lower in search results.