Marketing experts have been promoting the fact that content is highest in repetition for a decade. But only because of the content be able to having value does not mean that working have value.
On the contrary, bad content can be transferred from assets to liabilities. Even if your content is hermetically sealed when it is published, it can become irrelevant or - worse - inaccurate over time.
Here are some of the worst ways in which outdated content can hamper your business.
Even if your content is hermetically sealed when it is published, it may become irrelevant over time or even … [+]
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You are missing an unrealized value
Every reseller knows that content is not free. Even user-generated content requires a significant amount of time, effort, resources and creativity to be repurposed for the benefit of your brand.
Part of the reason why content is so expensive to create is that it has many inherent values - a value that can last a long time if maintained. Often, when companies allow content to become obsolete, they miss the last part of this inherent lifetime of the value of their content.
One of the best ways to find out if outdated content on your site is worth updating is to evaluate its unrealized value. The MarketMuse content revision tool defines this as “subtracting the current value from the potential value” of a piece of content.
If you find that your unrealized value is significant, you may be missing the opportunity to capitalize on marketing investments you have already made. One of your primary goals for the content of your website should be to increase your authority on the topic. Thematic authority is one of the main criteria that Google uses to identify useful content.
You are undermining your own authority
It is no longer acceptable to just create content as part of a good marketing strategy. Everyone does it. If you want to stand out, you also need to cultivate unique perspectives and show that you master your craft.
All this is ultimately translated as brand authority - an element that is necessary in a modern world full of information. As the Forbes Communication Council explained, the greatest value of the brand’s authority is that it nurtures consumer trust.
When you allow your content to become obsolete, it sends a bad message to your audience. If your content offers old information or even completely incorrect information, it will take root in their mind that you are not a good solution to their problems.
You look out of touch
Relevance is everything. As the customer relationship management platform SugarCRM says: “Consumer expectations change over time […] which is why establishing a transparent relationship with customers is so crucial. ”
This “transparent relationship” requires continuous improvement of your understanding of the customer. You need to examine their input and respond to their feedback.
Outdated content undermines your ability to be accessible, connected and relevant to your customers. If a consumer reads an outdated blog or watches a video and gets information that is obviously irrelevant, they will not feel heard. At that point, don’t expect them to take the next step in the sales process or click on a call to action.
Outdated content is a serious concern. With every company in every industry pumping out content as quickly as possible, the threat of generating outdated information is very real.
If you know your content is lagging behind, it’s important to take steps to improve it. From providing state-of-the-art updates to SEO-related editing, invest time in maintaining your content. That way it can stay in the asset column of your business both in the past and in the future.