Does content ‘freshness’ matter? Is old content counterproductive? And how can B2B brands achieve better ROI from the content they create? Read on to find out.
Does content have a shelf life? It’s a good question. And – as tends to be the case with all good questions – the answer is a resounding, “It depends.”
If you came here seeking a simple, long-story-short view, then yes. Of course. Fresh content is best. The vast majority of marketers agree that outdated content undermines efficacy. In fact, almost four out of five say they audit their content at least once a year, with many of those conducting audits more frequently. Reassuringly for those marketers, 55% of B2B buyers say they increasingly rely on recent content before making a purchase.
But great creativity is great forever and the notion of ad fatigue is debated. So, to grasp the nuance here, we must dig deeper. We must answer our initial question with a lot more questions.
Who is the content for? Why is the audience going to engage with it? What are you hoping to achieve? What form does the content take – is it a blog, whitepaper, static ad, video or something else entirely? And what kind of subject matter are you dealing with? Fast-moving news? Straightforward storytelling? A subjective critique?
All these factors are going to affect the useful lifespan of your content.
Move fast on fast-moving topics
Relevance is critical for your audience. So if your content is behind the times, then chances are it’s not going to gain traction. Worse still, old content could reflect badly on your brand. Advocating outmoded or long-disproven ideas does not signal innovation, expertise, authority or dynamism.
In sectors that are evolving all the time (anything vaguely tech related being the prime example), content ages quickly. Similarly, if you’re late to the party on a cultural idea, a joke or well-worn discourse, you risk coming off as trite, dull or cringeworthy.
As a simple rule, the more tactical the topic, the more speed is needed.
Does updating old content work?
That said, not all content needs to be brand-new to be relevant and effective. Reports and whitepapers packed with valuable insights can have a long shelf life, with different data points strategically highlighted over time to maximise impact.
While some industry conversations evolve rapidly, certain topics will remain relevant long into the future. Enter so-called ‘evergreen’ content: guides, best practices and how-to pieces that can continue to provide value long after publication, provided they stay accurate and engaging.
Repurposing under-promoted content is another powerful strategy. If you’ve invested time and money into a high-quality piece, you want to be sure it reaches its full potential. Updating and repackaging it for different channels can significantly extend its lifespan and audience reach.
What other benefits does new content offer?
Fresh content can help brands in a range of different ways. If your content is going to live online then perhaps the most critical benefit is SEO.
The all-powerful algorithms favour newness, pushing unique content to the top of the search pile while burying recycled material, eroding its visibility and engagement as time goes by. In fact, replacing outdated content with new can reportedly increase organic traffic and page views by over 60%.
The lure of free column inches can be a strong incentive too: original research that throws up newsworthy findings is PR gold dust. If you have the resources to get your story coverage, then earned media offers impressive credibility and visibility to potentially massive audiences.
Another highly effective way to wield fresh content is through thought leadership. Thought leadership provides an opportunity to position your brand and spokespeople at the vanguard of ideas and opinions. By its very nature, this type of content is distinctive, new, intriguing and engaging. And by the same token, effective thought leadership cannot be regurgitated.
How to keep your content fresh
There’s no hiding from the fact that keeping your brand’s content fresh, engaging and effective is a challenge. It requires time, effort, expertise and an openminded approach to stay in tune with evolving trends and reactive to events. On top of that, considerable craft and strategic insight is needed to ensure your fresh content works as intended.
AI – astounding though it is – is not capable of ticking all these boxes. It’s a very useful tool, but must be applied by an experienced content creator if it is to successfully deliver against your objectives.
Neglecting content creation or avoiding it altogether are not viable options either. Fresh content forms an essential component of any marketing mix; it supports SEO and drives awareness, visibility, consideration, demand and lead generation, as well as sales. Content’s importance is demonstrated by its ubiquity: 91% of B2B marketers rely on content to reach customers.
But, for most B2B brands, generating fresh, high-quality content through inhouse resources alone is a tall order. That’s where The Think Tank can help. A 30-year track record, glittering with award wins and success stories, shows we know what we’re doing.
Want to create fresh content that gets noticed and gets results?
