When to do a content refresh on your website and social media
Consistency is key in marketing, which is why it’s always a good idea to match your website, blog, and social media accounts. If you’re making any changes to design, product offerings, or marketing stategies, you should make those changes across the board. These changes are often known as a content refresh.
Doing a content refresh every so often not only shows consistency, but also gives you a chance to keep up with current trends and proves you’re actively updating your business. Here are some examples of when it’s time for a content refresh.
If you’re doing a rebrand
A business rebrand usually calls for a huge content refresh process. You’ll need to update every account and webpage to reflect your business’s new identity. That means updating every logo, name, tagline, design scheme, and anything else related to your brand.
Sometimes, a rebrand can also include beneath-the-surface changes, such as your business’s mission, values, and vision. In that case, you might consider going through old blog posts or social media posts to reflect these new angles.
If you no longer offer product or service
When your business decides to get rid of a product or service, you’ll want to look through all your content and remove anything referencing that product. Make sure to get rid of links to that product/service page, since it’s no longer relevant. You should also remove blog posts or social media posts about the product/service.
This way, it won’t be confusing or frustrating to clients and customers when they see the item is no longer offered. (Of course, if you’re completely wiping out a product or service, make sure to give your customer/client base enough notice of the change.)
If you add a product or service
Following the same mindset, you should make changes when you’re adding a product/service. You might consider going back into older content posts to add the link to the new product/service. Additionally, you can advertise the product on some of your webpages to let your audience know it’s there.
If you change your blog headline style
It might sound like a pain in the backside, but updating old blog post headlines to reflect any changes to their convention is important for consistency. For example, if you decide to start capitalizing the first leter of every word instead of just the first word, you should go back and make those changes everywhere. It won’t be the end of the world if you don’t, but it just helps your blog look a bit cleaner.
Refresh photos every two years, even if nothing else changes
Sometimes, a content refresh is a good idea just because. It can be something as simple as updating your website’s photos every couple of years. By doing so, you’ll always have recent photos to represent your brand. Plus, constant updates to your website like that will prove you’re paying attention to it, which is a good sign to your audience.
Every time you make a change to your website, be sure to update the copyright year at the bottom of the page. That shows your audience that the website isn’t outdated.
Contact October Dreams Marketing for more content tips.