Feeling drained in the content marketing department? You’re not alone. Consistently generating story ideas — whether for your blog or sponsored content — takes time, creativity and energy.
So how do you keep things fresh after months or years? At Zoe Marketing & Communications, we craft hundreds of articles yearly, so we’ve learned a few tricks.
Here are eight ways to refresh your content strategy and spark new ideas.
Ready to Reach More Customers?
Connect with your best prospects — and drive more conversions — with a custom mix of digital ads, content, email, streaming ads, SEO, creative services and more.
8 tips for creating fresh content for your website
1. Reinvigorate old ‘evergreen’ stories
Writing new content is time-consuming. Updating old content? Not so much.
Look for pieces that stay relevant year after year and refresh them. Update stats, tweak wording and add fresh insights. Avoid content tied to past events or short-lived trends.
Great evergreen contenders:
- How-to guides
- Service/product explanations
- Best practices in your industry
- Testimonials or case studies
If an article isn’t quite evergreen, see if you can tweak it to be more timeless.
2. Draw ideas from top-performing content
Dig into your Google Analytics or check with your marketing partner to find your best-performing content.
Then, expand on those topics. Often, a single sentence can inspire a new piece. Since you already know these subjects resonate, it’s a great place to start.
3. Create a ‘top #’ roundup
Have multiple articles on a related topic? Turn them into a top 5, top 10, etc. list.
This repurposes existing content into an easy-to-digest format while linking back to full articles for extra engagement.
Just be sure to recast ideas instead of copying and pasting — Google penalizes duplicate content.
4. Expand list items into full articles
The opposite approach works too. If you have a roundup, take one point from the list and develop it into a standalone article.
This allows you to dive deeper into specific insights while keeping readers engaged across multiple pieces. And always crosslink between the original roundup and new articles.
5. Write a ‘pros and cons’ article
People search for both sides of a decision before buying. Covering both pros and cons helps establish trust.
Most competitors shy away from listing drawbacks. But addressing potential concerns filters out unqualified leads and strengthens credibility with those who are the right fit.
6. Turn content into a checklist
Checklists make content actionable and save-worthy. Use them to guide prospects through a decision or process.
Some checklist ideas:
- Questions to ask before hiring a service provider
- Must-dos before starting a big project
- What to prepare before making a purchase
A checklist helps simplify decision-making and builds value for your audience.
7. Spotlight personal stories and profiles
Your team and customers are your strongest storytellers. Share their experiences for fresh, authentic content.
Whether it’s a customer success story, a behind-the-scenes look at your team or an expert’s journey, personal stories resonate more than generic content.
8. Adjust your content priorities
Content is a long-term strategy, but adjusting tactics can help.
If time is tight, focus on repurposing older content and supplementing it with other marketing efforts like email campaigns or retargeting ads.
Promoting refreshed content can be just as effective as creating new material.
Next steps for crafting fresh content
Content marketing doesn’t always mean starting from scratch. Repurposing, refining and shifting your approach can keep things fresh while maintaining impact.
Want expert help? Talk to us at Zoe Marketing & Communications. We’ll help you craft compelling content that connects with your audience.
Still brainstorming? Check out:
