Faced with an ever changing landscape of marketing trends, keeping your content fresh can feel like a daunting task. We’ve seen many brands reach out to a top Florida advertising agency when they hit a breaking point and their content has become unmanageable, but we want to share an effective how-to guide that will make your (and your content marketing agency’s) life much easier. By following these simple steps, you can keep your content fresh … without the stress.
1. Create a foundation of evergreen content
While current news, timely statistics, and cutting-edge trends all have a place in your arsenal of content, evergreen material that never goes out of style or “ages” should be the foundation of your digital footprint. This content should anchor your search strategy with keywords that will always be relevant to your brand.
Many companies shy away from creating evergreen content in fear that all the related, popular topics have already been covered. Even if that were true, you can leverage your team’s unique voice or expertise to add a brand-specific spin that will freshen up timeless topics. Your brand should also consider developing content for secondary, or long-tail, topics and keywords that will still drive site traffic, but have less competition against them
2. Repurpose your best material
Partner with a content marketing agency or use a search tracking tool such as Ahrefs to monitor how your content is performing in search. If you see a certain keyword ranking drop, it’s time to refresh your material on that topic. Repurpose your best features by punctuating evergreen content with links to news or new statistics. In addition to strengthening your brand’s position on a certain topic, this also helps build backlinks within your site, establishing your credibility in the search ecosystem and bolstering your ranking.
Remember, you aren’t the only person speaking about a certain topic, so just because you’ve said it once, doesn’t mean you shouldn’t revisit the topic with relevant updates for your ever-growing audience.
3. Let your content marketing agency spice up your content type
You may also want to republish popular topics in a new format. While you may be great at writing blog posts, that same content could capture a different audience if it were translated into an infographic, how-to guide, or formal whitepage.
Most people gravitate toward the type of content they create best, so we recommend using a digital agency to help break out of your routine and reframe pieces into new formats. Learn more about how our team can translate content into new and engaging styles here.
4. Don’t forget about User Generated Content (UGC)
If you have awesome followers and influencers engaging with your brand, let them shine. Share and promote your users’ good content. Contributors love to be recognized and will probably consider being featured on your social media, blog, or page as a tremendous compliment. UGC also has the added benefit of generating over four times the clickthrough rate of brand content according to Shopify, so you can’t go wrong.
Once you’ve mastered these simple steps, you should be well on your way to a maintainable content strategy that serves your brand and your customers. Click here to contact our team and get started on refreshing your content today.
