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How often do you refresh your content? We’re talking existing, supposedly evergreen content here — you know, places like your website copy, your email sequences, and your old blog posts.

If you’re like most people, this older content tends to gather dust. Which can be problematic. Why?

Well, let’s use the current situation as an example. As I sit here writing this, the entire world is living in a state of heightened anxiety and fear over COVID-19 {coronavirus}. People have been stuck at home under shelter in place orders that have dramatically changed their reality. What they’re worrying about, hoping for, and focusing on have probably shifted since you originally wrote a large chunk of your content.

But that doesn’t mean your old content isn’t still reaching people. Whether it’s through SEO-optimized blog posts or paid advertising, your content could very well be front and center with your audience. So now, more than ever, it’s important to make sure it isn’t tone deaf. It needs to respond to the current context in a compassionate way and touch on your audience’s most current needs. That makes right now the best time to update and refresh your content {especially your “evergreen” content}.

So let’s dig in.

4 kinds of content you don’t want to skip updating

We’ve narrowed it down to four main places where we tend to assume content is evergreen… when, in reality, it might need some love:

Website Copy

On the surface, it might seem like your website copy should remain more or less the same, but that’s not necessarily true. If your business has shifted as a result of a recent event {like coronavirus}, you might want to give it a good look-over. For example, let’s say you run an in-person music studio that has suddenly shifted into online-only lessons. You’ll want to make sure your website reflects those changes, otherwise people may not know how to work with you.

The purpose of your website is to make it crystal clear who you are, who you serve, and how you serve them. If any of those factors change, your website should change to reflect that. We recommend doing an audit of your website at least once a year {in addition to during unusual circumstances, like COVID}.

And if you’re not sure where to start, we’ve got you covered. Our Website Copy Templates will show you exactly what to write on each and every one of your website pages.

Email Sequences

If you’re building an email list,  you probably have a pre-written email sequence {we call them lead nurturing sequences}. This content tends to run in the background, so it’s easy to look over when you’re considering content during an unusual time — but that’s a mistake. Often your lead nurturing sequence provides the first impression of your brand to a potential new client. You want to make sure that you are showing up in a way that is attuned to your audience’s needs. This means including email sequences near the top of your list when you go to refresh your content.

Luckily, revisiting your email sequences doesn’t take long. The best thing to do is take a look at the first email in the sequence and make sure it’s still relevant to your business and the times. For example, one of our clients works with parents of school-age children, providing them with resources to make learning fun and effective. Newcomers to their list arrive through a learning style quiz that’s been incredibly popular and helpful for parents. When coronavirus first started to impact our daily lives, one of the biggest changes came with the closing of schools. We went into her email sequence and updated the very first email parents receive to add a line that acknowledges this — and that understanding your child’s learning style is more important now than ever.

It’s a small change, but it extends a bit of extra compassion to parents during a particularly difficult time.

Facebook Ads {really all ads}

One of the weirdest experiences in a post-lockdown world? Receiving travel ads in my feed from airlines. If you have ads running, please take the time to make sure that they make sense in our current reality. Otherwise, it can be incredibly jarring {and expensive}. Even if your services aren’t directly impacted {like the travel industry], it’s a good idea to reread your ad copy and make sure it strikes the right tone. Please don’t forget this when you refresh your content!

Your audience’s emotions play a big role in their decisions to click. Think about how your audience feels right now — not how they felt months ago. Think about what they need right now, and prioritize those ads. For example, we began running ads for our Website Copy Templates to help people write their websites because it’s something low-cost and high-value that solves an immediate problem. We want to help our audience {you guys!} as much as possible, and the language in our ads was written to reflect that.

Pre-scheduled Content

Whether you have a launch coming up, social media posts scheduled way ahead, or blogs in your queue, it’s worth revisiting all of them to make sure they’re still relevant and resonant. Odds are, you’ll only need to make small tweaks, but those change can make a big difference! In addition, see if any of your pre-planned content needs an update in its publication schedule. For example, maybe you were planning a launch in three months, but the service actually makes more sense right now. Or maybe the opposite is true. Maybe you had a big launch planned, and it makes sense to tap the breaks.

We experienced this firsthand. Our all-new podcast was all set to launch, but we realized that the “new normal” was making it less helpful and more harmful for our business. We took all of our prewritten {and prerecorded} content and hit the pause button. We still plan on launching a podcast, but for right now, we’re choosing to focus our energy elsewhere.

Remember: Content evolves constantly

The best content will last you a long time — but even the most evergreen of content needs to be periodically re-evaluated. This is especially true after your audience’s world shifts {and let’s be honest, everyone’s world has shifted}. The good news is, checking these four areas periodically will allow you to get a ton more mileage without needing to constantly write new content. And that means more time and energy to serve your clients!

How are you going to refresh your content?

We’d love to hear about your experiences as you update these different pieces of content. And don’t forget, if you need support around your content strategy, you can always reach out to us.


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