Content Marketing Tip: Dust Off Your Content, It's Time For a Refresh

June 13, 2014

If you're like me, spring is a time to clean out the cobwebs and make room for what's ahead. Summer, Q3, H2 -- whatever term you use in your planning books, there's an abundance of opportunity that comes in the second half of the year. You just have to make room for it.

As we look ahead, are you thinking about how to grow and liven up your content strategy? As the plants outside are sprouting, how can you ensure your content marketing presence is just as fresh?

After all, nobody likes stale, outdated content. Use these content marketing tips to put some spring into your content and prepare for a great season ahead.

Tip #1: Dust off old content.
A good dusting can clean out the cobwebs and revitalize furniture from its winter dormant state. It can also unearth old memorabilia and bring back good memories. One trip through the attic with a dust cloth can clear those pesky specks and dust bunnies while giving you new ideas from old items.

Now is the time to dust off your old content and look at the larger picture. Inevitably, there will be some specks to simply brush away – the poorly-performing content that didn’t click with the audience. However, your data should tell a story about trends – and which ones to follow going forward.

While it’s important to identify how many people are engaged with your content, it’s more important to see who is engaging – the Follower Demographics feature on your LinkedIn Company Page Analytics tab helps to identify the level of employees who are attracted to your content.

Check this information back against your goals. Are you attracting the audience you want? If so, great. If not, it may be time to adjust your content strategy to reach the audience that matters most to your business.

Tip #2: Pollinate with cross-linking.
Natural cross-pollination is in full swing, usually occurring through wind or insects, though crop growers and geneticists have identified scientific methods to cross-pollinate plants and fruits. Web content can also be cross-pollinated, with new posts serving as the gateway to older, evergreen content.

Recent posts need not be relegated to the refuse bin mere days after first published. Consider adding some cross-linking to your existing posts and reap more of what you sowed.

Tip #3: Increase your curb appeal with visuals.
A home’s curb appeal serves as the first impression for visitors – and there are endless tips to dress up that front side at little cost. Here are some ideas to boost your LinkedIn Company Page’s curb appeal for current or prospective followers:

  • Add outdoor art – Increase the visual appeal of your page with a strong hero image to draw the eye on first glance.
  • Replace old hardware – Any outdated or irrelevant information can be recycled for later use, allowing new content to blossom on the home page.
  • Renew paint, siding and trim – If your visual elements have sat on the page all winter, it’s time for an update. We just recently updated the visuals on our LinkedIn Marketing Solutions pages. Check out our Showcase Page and let us know what you think!

As we look forward to the summer months ahead, make sure you're finding ways to clean out the old to make room for the new and keep things fresh for your audience.

Have other ideas about how to liven up your content? Tweet us @LinkedInMktg.

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