Why Old Content Won’t Land New Customers

by Deidre Rienzo on February 17, 2010

My green miniskirt worked for me for when I was 25. I looked hot.

Not so much anymore. It’s too tight. Too short. And far too inappropriate to wear at 30.

Admit it. We all know those people who are still wearing clothes that worked for them five years ago. Big mistake.

Why make the same mistake for your company?

It doesn’t matter if your website or brochure content “used to work.” If it’s more than a few years old, chances are it doesn’t work anymore.Why? Because a few years make a huge difference.

Here are 5 reasons why old content won’t get you new customers:

  • Your offerings have changed. Are you still providing the same exact products or services? Or have you adjusted them? Improved them? Gotten better at the way you offer them? Since your prospects can’t read your mind, it’s important to update your content and share how you’ve improved.
  • Your knowledge has changed. You know more today about your products or services than you did yesterday, last week, and last year. And the more you know, the better you can connect with your customer.
  • Your customers have changed. Are you serving the same customers that you were a few years ago? Probably not. And even if you are, they have evolved. Their needs, and their expectations, have changed. But if your content hasn’t, your appeal has likely worn off.
  • Your insights into your customers have changed. New content will help you tap into your customers’ new mentality and connect with their new needs. They might be more budget-conscious or more environmentally in tune. If your old content doesn’t address their current needs, then it’s useless.
  • People notice dated. You can’t fool me and tell me this gas station coffee was brewed five minutes ago. I can tell. In the same way, your prospects can tell that your content isn’t fresh. If it’s old and muddy, it’s not going to hook anybody.

So don’t let old, outdated copy represent who you are anymore. Don’t let your company be the one in the too-short, too-tight miniskirt.

Remember to keep your content fresh so you can attract, secure, and keep new customers.

Does your content suit your business today? Or is it still wearing a short green mini?

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{ 2 comments… read them below or add one }

Micah P Rau February 23, 2010 at 10:57 am

Good stuff

Mistina Picciano March 2, 2010 at 11:07 am

Grazie! How can we be more helpful? Anything else you’d like to see in this space?

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