You already know that content needs to be of a high caliber in order to appeal to both readers and search bots. Google has made it very clear that they will penalize websites using shady means to artificially inflate their page rank. Plus, you want readers to find quality content that engages them, proves your authority, and keeps them returning for more.
The problem is that even truly stellar content can quickly become outdated. In your efforts to keep up with trending topics in order to optimize, grab attention, and increase targeted traffic and conversions, you may end up with a lot of content that doesn’t exactly stand the test of time.
In fact, you might look back over posts from the last few months and discover that many are no longer relevant to readers, making them somewhat less valuable to your cause, so to speak. How can you endeavor to create content that is as relevant tomorrow as it is today? Here are a few ideas that could continue attracting customers to your website long after the content post date.
Revisit Old Content
When you look back at old content, you should ask yourself a few pertinent questions. What made it relevant? Is it still relevant or was it a flash in the pan? Can you repurpose it for a modern audience?
Evergreen content is content that needs no finessing – it is always relevant, or at least it is relevant seasonally. Examples of this type of content could include a tutorial about how to change a light fixture, something that any new reader might want to know, or the best way to deal with your family during the holidays, something that readers would be interested in during the holiday season.
These articles could easily be re-posted and observe the same level of relevance this year as last. Not all content fits this bill. You need to study your old content to gain an understanding of the differences between timeless offerings and those that your audience would reject today even though they were highly successful a few months or years ago. This can help you to hone your strategy when creating new content.
Update and Refresh
Sometimes even outdated articles can be given a facelift for the purposes of reuse. All you have to do is update the information in order to bring them current and then add a “last updated” notation to show that the information provided is fresh. This won’t necessarily make content timeless, but it will allow for some amount of repurposing by extending the shelf life of previous posts.
Timely vs. Relevant Content
It’s easy to confuse these two terms, but while timely content is not necessarily relevant, relevant content can always be timely. The real difference is the is that relevant content has some kernel of truth that transcends time and speaks to people no matter when it is posted or read.
If you notice that a lot of your content is on trend when you post it, but quickly becomes irrelevant, you might want to start finding ways to imbue deeper meaning. When you comment on universal truths and make your content relatable to the human experience, you’ll find that it remains relevant longer, even if you’re discussing current events or trending topics.
Know Your Audience
First of all, don’t say your audience is everyone. Even political candidates cater to a party, and they really do want everyone’s vote!
If you’re running a business then you have a target demographic, and therefore a built-in audience. This means you have some direction when it comes to creating content that is attractive to this subset of consumers.
Knowing your audience means knowing what interests them, what they are looking for, and what problems they are facing. Your content should focus on readers and help to solve their problems – if you want to attract more visitors you need to take the approach of asking not what they can do for your business, but what your content can do for them.
Focus on the Headline
Make no mistake – you have to sell your content. There are several contributing factors, including timeless content and a strong SEO strategy. However, your headline can make or break your efforts to attract visitors to your website, and more importantly, hold their attention long enough to immerse them in your content.