Revitalizing outdated content

No matter the industry you’re in, content is king. As part of your content management strategy, you should always focus on revitalizing ...

Revitalizing outdated content

No matter the industry you’re in, content is king. As part of your content management strategy, you should always focus on revitalizing your responses or marketing copy. With content, there’s always room for improvement and the opportunity to put some flavour into it.

I recently undertook a content revitalization project for a client who was struggling to update their RFP responses. Although the majority of their RFP responses had good technical information, they lacked the essentials: effective messaging, tone, and style.

Key Areas to Consider

To improve these responses, I focused on three key areas:

  1. Readability: storytelling is one of the most effective ways to engage your audience, and ultimately to sell your product or service. Focus your efforts on writing as if you’re having a conversation with someone – but make it slightly more formal if you’re targeting a professional or business-type audience.
  2. Conciseness: your content should be short and sweet, because people’s attention span is very limited. Use simple words, short sentences, and enough white space to ensure your responses are concise. If you can’t keep your audience engaged, don’t expect to retain them.
  3. Informative: any content you create should serve a purpose – does it answer a question you’re often asked? Does it offer some sort of value for your audience? Informative content can be re-purposed in many ways, such as through social media posts, white papers, case studies, proposals and/or presentations. When you create effective content on a specific topic, you don’t need to reinvent the wheel every time. Keep this in mind!

I’ll leave you with this – make it a habit to review your content at least once or twice per year to ensure your message is clear, and designed with your end-users in mind. If you find that it’s time to make some updates, work on those during lulls.

If you want to learn more about content management, check out my post on “Three things you can do today to manage your content better”.