The common mantra or theme when it concerns content and the role it plays in online marketing, favorable web presence, and index-ranking potential is often one of deference and emphasis. Content is king - plain and simple. However, the content that is shown to reflect favorably in terms of viewership, widespread recognition, or even relevant authority is not only robust and thorough but is engaging and encriching as well. Whether the content is being created to announce an innovative product that is billed as the next "big thing" or it's a self-help blog designed to assist with achieving success in a chosen career, the inclusion of a discernible "voice" or an apparent goal when writing/creating the content can often spell the difference between the success of relevance and demoralization of obscurity.
While having fresh, original, and immersive content is often desired because of its propensity to drive additional traffic to a particular website or lend credence to some claim being made online, it is not to say that older or outdated content does not have value in its own right. For instance, when our company is commissioned to raise rankings, improve visibility, optimize the general efficiency of one of our clients' online marketing campaigns, we often task our in-house content specialists with revising or refining already-existing content; as opposed to completely re-writing what is already there. These content revisions and refinement methods often include [intelligible] keyword saturation, descriptive expansion, titling & designation, and supportive/supplemental content based on relevancy versus redundancy.
The pen is indeed mightier than the sword, in many regards. However, as the pen is replaced with a keyboard, touchscreen, or auditory articulation device, it does not change the importance of ensuring the words chosen are genuine, accurate, and authentic.