News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
How to Create Living Content to Boost Brand Reputation and Visibility
Neicole Crepeau, Vizit Corporation / Convince & Convert / September 24, 2013
Over the last ten years, new content types have arisen and lots of great tools have sprung up for creating and marketing content. Video is now ubiquitous, Slideshare has become a prominent resource, ebooks are easy to create, and there’s a plethora of tools and sites with which to share the fruits of a digital author’s hard work.
We have more ways than ever to create content with real Youtility, as Jay Baer calls it. The kind of win-win marketing content that provides real value to readers, and promotes you and your business at the same time. The one thing that hasn’t changed, though, is the static nature of the content we create. We create it, distribute it, and rarely touch it again.
Similarly, our content is like a one-night stand for our customers. As far as your average reader is concerned, “I came. I read. I left.” (If we’re very lucky, there’s also “I shared” or “I commented” and maybe, just maybe, “I subscribed to the blog.”)
As marketers, we want our content to have the longest shelf-life possible. For readers, a trusted author’s post is even more useful if the author is updating it with the latest information. That’s why I think we’re on the verge of seeing a change in content, one that introduces the idea of “living content”.
The concept of the living document has been around for a while in the business world. You or your team create a document—say one that provides instructions for key processes or gathers competitor information. You decide it will be a living document, meaning you’ll continuously update it so that it is always a good source of the latest information. (Or, nowadays, maybe you even create a wiki instead of a document.)
Living content on the web is the equivalent. The idea is to keep your blog post or e-content updated so that it continues to be the reliable resource for others. By being that resource, you can turn your post from a one-night stand into your reader’s regular partner.