Out with the old, in with the new? For uniform marketers, this may seem like common sense. The market is constantly changing, with new technologies, products, and other trends redefining what forms of publicity will be successful. If your company wants to survive, shouldn’t you be changing the way you promote your uniforms?
Yes and no. Uniform marketers do indeed to make changes so they can adapt to new trends. But that doesn’t mean they should just get rid of older content. By updating and republishing content that worked well in the past, you can continue to benefit from the hard work you put into it, bolstering your uniform sales.
How to Renew Old Content
At the beginning of the renewal process, go back through content you’ve published over the last few years and pick out the pieces that have had the most views, likes, social media shares, and conversions. Eliminate any content that inherently shows its age; if you wrote a blog post in response to a specific news event, for example, it’s unlikely that you can update it successfully for the modern market. Stick to “evergreen” pieces that people will still find relevant today.
Once you’ve narrowed the old content down this way, alter it so it will appeal to present readers. This involves:
- Shoring Up SEO- SEO changes more rapidly than virtually any other element of modern marketing, so you should start your updates here. Consider what has changed since you first published the piece that affects search rank. If you published it before the explosion of voice searches, for example, you should update the piece so it contains more questions, answers, and location tags. More broadly, research new keywords that match the topic of the piece; then work those keywords in, and take out old keywords that are no longer relevant.
- Updating Facts & Figures- Any statistics you included regarding consumer behavior, technological development, and other fleeting trends are likely to be outdated. Updating them should be a simple matter of looking up the relevant statistic for this year. You should also pay attention to less quantifiable but still verifiable facts. For example, if you talk about smartphones as a new trend, people will know the content was written at the beginning of this decade; you should thus update it to portray smartphones as well-established.
- Expanding & Enhancing- If you published a piece of content at an earlier stage in your business, any updates should reflect changes you’ve made since. For example, if your business started selling protective eyewear in addition to uniforms, you need to add that information to any piece that specifically mentions the products you sell. Likewise, you should include any new information about how you distribute and charge for your services.
Here at UniformMarket powered by Sellers Commerce, we provide you with tools such as B2B Program Manager and Retailer Pro, which can connect you with the products and data you need for your employees or business. Whether you are a uniform retailer or an energy company needing to fit your employees with new uniforms and gear, we have the tools and services for you. Contact us for a demo today!