6 REASONS FOR CONTENT DECAY
AND WHAT TO DO ABOUT IT
06 August 2024
Written by Omneya Nabil
It’s not that I hate going to the dentist (I’m so lucky to have a great one who makes me smile. Literally and figuratively).
I just don’t like the inconvenience of going for a check-up.
Having to accommodate it within my busy schedule. Having to drive in Cairo’s maddening traffic. And then having to waste at least 30 minutes to find a parking spot.
But just like those dental check-ups are important to prevent tooth decay, regularly checking and updating your content is essential to prevent “content decay”.
Content decay is when your content experiences a gradual decline in its value, relevance, and performance over time.
And, yes, even the best content can experience decay if it’s not regularly maintained.
Here are six reasons why content decay happens and what you can do about it (with just a teeny-weeny bit of inconvenience).
1. Updated search algorithms
Search engines constantly update their algorithms, which can affect your content’s ranking. What worked well a year (or even a month) ago might not be as effective today.
What you can do
Stay updated on SEO best practices and ensure your content is optimised for current search algorithms. Also, regularly update your keywords and meta descriptions to align with the latest SEO trends.
2. Outdated information
Industries evolve, and new information emerges. Content that was once accurate and relevant can become outdated. And it will then become less useful and interesting to your audience.
What you can do
Make sure you continuously refresh outdated information, add new insights, and repurpose content into different formats (such as videos, infographics, or podcasts).
3. Increased competition
The digital world is crowded, and new content is published every day, every hour, and every minute. This means your (older) content can get pushed further down in search results.
What you can do
Perform content audits to identify which pieces are underperforming. This will help you prioritise what needs updating or refreshing. Also, make sure you’re always creating high-quality, unique content.
4. Changing audience interests
Your audience’s needs and interests change over time. And you can’t predict it. But you can predict (with evidence) that content that resonated before might not be as interesting or engaging anymore.
What you can do
Monitor feedback and engagement metrics to understand what your audience values and needs. Use insights to update your content strategy and engage with your audience regularly to understand their preferences.
5. Advancing technologies
New tools and platforms can change how content is consumed and shared. And content that is optimised for older technologies may not perform well on newer platforms.
What you can do
Adapt your content to make use of new technologies. Also, ensure your content is mobile-friendly, and consider using new tools and platforms to stay current and relevant to your audience.
6. Content overload
There’s just too much content available online today. Even high-quality content can get lost in the noise. Readers are bombarded with information, making it harder for your content to stand out.
What you can do
Focus on creating highly targeted and personalised content. Use data analytics to understand your audience’s preferences and customise your content to meet their exact needs.
Over to you. How do you take care of your content to avoid its decay? Join the conversation by visiting the original post on LinkedIn.