Marketers have been touting that content has been king in repeat for a decade now. But just because the content box having value does not mean Is have value.
On the contrary, bad content can turn from an asset to a liability. Even if your content is airtight at the time of publication, over time it can become irrelevant or, even worse, incorrect.
Here are some of the worst ways outdated content can hold your business back.
You are missing out on unrealized value
Any marketer knows that content isn’t free. Even user-generated content takes a lot of time, effort, resources, and creativity to repurpose to benefit your brand.
Part of the reason content is so expensive to create is that it has a lot of inherent value – value that can last a long time if maintained. Often, when companies let content become stale, they miss out on the last part of that inherent lifespan of their content’s value.
One of the best ways to determine if outdated content on your site is worth updating is to assess its unrealized value. Content Audit Tool MarketMuse defines this as “the subtraction of the current value from the potential value” of a piece of content.
If you find that your unrealized value is significant, you risk losing the ability to capitalize on the marketing investments you have already made. One of your main goals for your website content should be to increase your topic authority. Topic authority is one of the main criteria Google uses to identify useful content.
You undermine your own authority
It is no longer acceptable to simply create content as part of a good marketing strategy. Everyone does that. If you want to stand out, you also need to cultivate unique perspectives and demonstrate your mastery of your craft.
All of this ultimately translates into brand authority – an essential element in the modern, information-rich world. As the Forbes Communication Council explains, the greatest value of brand authority is that it cultivates consumer trust.
When you allow your content to become stale, it sends the wrong message to your audience. If your content offers old information or even completely incorrect information, it will be ingrained in their minds that you are not a good solution to their problems.
You seem disconnected
Relevance is everything. As the customer relationship management platform According to SugarCRM, “Consumer expectations change over time. […] this is why establishing a transparent relationship with customers is so crucial.
This “transparent relationship” requires continuous refinement of your understanding of the customer. You should solicit their input and respond to their comments.
Outdated content compromises your ability to be accessible, relevant and relevant to your customers. If a consumer reads an outdated blog or watches a video and gets obviously irrelevant information, they won’t feel heard. At this point, don’t expect them to take the next step in a sales funnel or click on a CTA.
Outdated content is a serious concern. Since every company in every industry releases content as quickly as possible, the threat of generating outdated information is very real.
If you know your content is falling behind, it’s important to take steps to improve it. From providing cutting-edge updates to making SEO-related changes, dedicate time to maintaining your content. That way, it can stay squarely in your company’s asset column, both in the past and in the future.