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When Refreshing Stale Content, Relevance and “Real Time” Rule

Lori Halley 03 July 2013 2 comments

It’s important to keep refreshing your website and newsletter content to ensure it doesn’t become stale. But are you offering relevant content in “real time”?

A while back we offered some tips for Serving Up Satisfying Website Content in order to keep folks coming back to your site. The post offered some ideas for how you can freshen up web content by re-purposing or re-packaging existing material, for example:

  • Breaking a White Paper or research study down into a number of blog posts or articles;
  • Summarizing a recent report in a slide presentation
  • Embedding a video from a recent event in a blog post or forum and post comments, questions or key points to start a discussion

But as non-profit communications guru, Kivi Leroux Miller reminds us in a recent post, you also want your content to be in “real time” so it is current. She notes: “You want your content to feel relevant given the context of everything that is happening right now and to always feel fresh, even when it actually isn’t.” In the post, Kivi offers seven ideas to bring older content into “real time”, including Tweeting, sharing photos, and connecting your content to current news headlines. 

For example, if you are “reintroducing evergreen content or resharing content in a newsletter, Kivi suggests you add a recent anecdote to make the piece seem current. Here’s an example she offers: “Last week, three people called our office about how to prevent squirrel attacks. Here are our top five tips  . . .”

Check out Kivi's post to see all of her seven great ideas: Making Your Communications Feel More Current. For a more in-depth look at content, Kivi Leroux Miller has a new book coming soon: Content Marketing for Nonprofits.

Additional resources:

Here are some additional resources for freshening up websites and other content:

Image source:  Cartoon fish wrapped in newspaper - courtesy of BigStockPhoto.com

Lori Halley [Engaging Apricot] Lori Halley [Engaging Apricot]

Posted by Lori Halley [Engaging Apricot]

Published Wednesday, 03 July 2013 at 9:09 AM


  • Stacey said:

    Sunday, 07 July 2013 at 6:13 PM
    I read articles about repurposing content all the time, but these are three I have not come across. Thanks to idea no. 1, I am now going to go to my own site and break one of my special reports into a few blog posts. Thanks,Lori.

    Stacey Mathis Copywriting/Consulting
  • Lori Halley [Engaging Apricot] Lori Halley [Engaging Apricot]

    Lori Halley [Engaging Apricot] said:

    Monday, 08 July 2013 at 8:37 AM
    Stacey: Glad the post was helpful.
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