Can Your Old Content Work Against You?

Can Your Old Content Work Against You?

Last week I was looking at an old presentation I gave at a conference 3 years ago. The deck wasn’t my finest work, and from my memory of the event, it was far from the greatest presentation I’d given. Partly it was the theme of the conference and desire to pick up an early speaking gig even if it wasn’t ideal. Largely though it was the view I expressed at the time. I guess the same can be said of a lot of the old content on my blog and other writings.

I looked at it in the context of my current thinking on the subject I was speaking about, and it no longer felt like me.

As thinkers, we evolve, and while three years may not feel like a long time, the pure speed of information that shapes our opinions has changed. Three years ago we hadn’t heard of half the platforms that are now the biggest on the planet.

Consumption habits change, attention spans get shorter. Customers demand more. But we exist on platforms designed to house, archive and organise content for people to find easily. So what is the impact of old content on a brand, be it a corporate or personal one?

The Only Constant Is Change

I read an excellent piece recently about Content Ownership and Agile Content Development, and what stood out for me was this – “When our organization changes, the education of our target audience changes, or even the way they consume data changes, we need to repeat the process.”

There’s always be a bedrock of information that aligns with your industry, especially if governed by legislation and regulation.

But how do you manage when your organsiation changes a position, or your customers need change?

Should You Delete Old Content?

I don’t think there is anything wrong with retiring old content. There will come a time where the relevance will decline. I don’t think this should be the first port of call, however.

The greater value is in review and updating, and where possible, calling out what has changed (which I am currently doing with the old presentation on my SlideShare). Why? Because it demonstrates that you have evolved as your market or customer has. It shows you as in tune with the audience. It also demonstrates how the reader should be thinking about things as well.

Make Content Maintenance Part of Your Process

Just like a car, your content should have a regular tune-up. Not every week, but at the least every quarter.

This ensures small things are still relevant, given the speed at which information moves. It also facilitates efficiency in the process of creation, because your baseline is already there.

There will be a time when the content itself no longer makes sense, and promotion will naturally decline. If you can’t find the new value, then pull it down and revisit it if and when it makes sense.

Above all, make sure what you’re talking about reflects the current market and your current opinion.


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