Is the content currently on your site clear about what you do and what your purpose is? Does it start with the prospect and what they care about? Does it target the right audience – the decision makers? If so, leave it.
Or, do you still fill pages with a mission statement, old testimonials, questions customers use to ask, and events that occurred years ago? Legacy content may or may not be valuable. Always consider what role it plays in marketing your brand, product and services to a targeted audience. Here are some questions to ask before changing content.
Is it relevant? Content that helps people solve a problem or work better is relevant.
Is it worth sharing? If it’s timely, informs, shares insights, or provides evidence, probably. Add a catchy headline and put share buttons nearby.
Does it speak with authority? Let your subject matter experts create or update content. People like interacting with knowledgeable people rather than company logos.
How many page views has it gotten? Page view numbers are not the whole story, but can be an indicator of lackluster content.
Before you pull the plug on legacy content ask if it still serves a purpose and what that purpose is. Sometimes it tells a unique story of origin or priorities. That should not be masked or forgotten. Content can be long lasting or temporary in the minds of your audience. You need to know the difference.
