When creating content, it’s more efficient and effective to think about future-proofing before publication. As soon as your content becomes out-dated or irrelevant, it no longer serves its purpose and the time you spent creating it will be wasted.
Staying informed is the key to keeping your content future-proof. Keep up-to-date with news regarding your business, industry, market, and product so that you can anticipate any changes to which you may have to adjust. If you are aware of relevant developments before they occur, you can tailor your content accordingly.
Having a strong grasp of the wider context or your brand and industry will enable you to create content that won’t be quickly rendered irrelevant by changing market forces. Keep your finger on the pulse and assess every situation by judging how it likely it would be to have an impact on your operation.
2. Act quickly
When you receive information about upcoming changes to your business or industry, it’s important to be proactive in your decision-making. Don’t wait for the changes to occur before addressing them in your content creation strategy. Tailor your approach to content publication around the developments you foresee happening in the near future and the shelf-life of your content will be greatly enhanced.
It’s always tempting to leave a winning strategy untouched, but you need to constantly adjust your methods to prevent stagnation. If you wait too long to act upon changes in your market or industry, you risk being left behind by the competition.
As the environment surrounding your content changes, you can keep it relevant simply by making a few choice additions. Review your content regularly to identify areas that can be expanded on with newly available information. The smallest additions of supplementary information can reinvigorate stale content and bring it back to the forefront of relevancy.
You can also link back to older articles or blog posts when posting new ones. If you can create a vibrant web of back-links, every new piece of content you publish will bring a fresh set of eyes to the older posts, thereby naturally extending their shelf-lives.
There are some aspects of your copy that will always become out-dated with the passing of time. It’s important that you’re aware of the most vulnerable aspects of your content so that you can plan an updated schedule accordingly. Content that mentions specific dates is always liable to need updating. When creating content, make a note of any aspect of it that you can foresee will probably need updating in the future.
Keep a specific diary that automatically informs you of any updates that are required so that you don’t forget. Lots of updates can be outsourced to automation software, so the process needn’t be taxing or time-consuming if you plan ahead.
Identify your most relevant market and create a community within it based around your content. If you can encourage healthy discourse centered on your brand, the relevancy of your older content will be organically extended. Research your market and dedicate time to creating a community. Social media is a particularly useful resource for this purpose, as you can communicate with a large number of like-minded individuals at one time.
Once you have established a community, share your content with them on a regular basis. If it’s been dutifully future-proofed, it will be received just as well by people who have demonstrated an interest in your brand as it would have when it was first created.
Having content that stays fresh and interesting over a relatively long period of time is incredibly helpful to a brand’s long-term marketing goals. Future-proofing takes time and effort but the results more than justify the means.