Content has always been important for businesses that want to make their mark online. Content is what attracts an audience, tells the search engines to give a good rank, and builds your reputation in the industry. But the amount of attention content has been getting recently is unprecedented, which means that every business that wants to stay on top of their game needs to take their content very seriously.
Creating fresh content is not the only content strategy businesses could use. They might, for example, learn a thing or two from publishers and start refurbishing and promoting old content whenever an appropriate opportunity arises. But still, production of fresh content should be the number one concern for businesses that use content in their digital marketing.
Why Does Fresh Content Matter So Much?
Content that’s new and original plays several different roles on your website or blog. There’s the fact that adding new, optimized content greatly improves your website’s visibility in search engine results. It’s also obvious that giving visitors new relevant content to read means they’ll be more likely to swing by and check on your website occasionally.
But fresh content does something more. When you regularly publish high-quality content to your website, you’re signaling that it is alive, well, and thriving. Lots of activity is always better than no activity. A website that is tended to regularly will appear much more trustworthy than a website whose owners visit it once a month. Plus, regular and relatively frequent content updates will work very well with your social media marketing strategy.
What Makes Content Fresh?
It’s easy to see why fresh content matters. What’s not always easy, however, is to determine what exactly makes content fresh. To some, it’s content that’s been posted on their website for the first time. To others, it’s content that’s been posted to the web for the first time. And both of those would be right. And wrong.
Fresh content doesn’t have to be original in the absolute sense of the world. It’s very difficult to create content on a topic that no one else covered before, or use only original, never-before-seen facts for your content. Once in a while, you might do that because creating cornerstone content pieces is an amazing marketing strategy. But it’s also expensive, so the level of freshness most businesses need to achieve is lower.
A fresh take on a subject is pretty much all you need. Creating content people will not be able to find elsewhere is a good idea, even if all you can do to make your content unique is to package it differently than anyone else.
Industry-Specific Posting Schedule
To get the most out of your fresh content pieces, you will need to create them regularly and promote them as much as you can. Promotion shouldn’t be too difficult — posting it on social media is easy, and so is allowing search engine crawlers to index your content. Figuring out an editorial calendar is much more difficult, and it’s highly specific to your industry.
If your website or business is related to the sports, fashion, celebrity, or even financial industry, you’ll probably want to post several pieces of content a day. You’ll also want them to be relatively short, to deal with the news, and to feature a lot of images.
For most other websites, publishing new content once every two or three days will work the best. The type of content you want to publish depends on the type of business, but how-to articles are a safe bet, as are articles that provide industry-specific insights. Solve people’s problems, or give them new information they’ll find useful, and they are bound to come back.