Manual
With AggreGator
Why the page goes stale
Company news pages fail in the same way every time. Someone has to remember to search. Someone has to decide what is actually about the company. Someone has to write a short summary. Someone has to find the CMS. Someone has to format the entry. Then they have to do it again next week. Miss a few cycles and the most recent item is a trade-show recap from last year.
The fix is not "try harder." The fix is to remove the steps that do not need a human every time, and keep the one step that does: approval.
A weekly rhythm that actually fits a marketing calendar
- Find. Look in the places coverage actually appears for your category: trade press, local business journals, industry newsletters, interviews, and the company's own announcements. Set a recurring search around the company name and a short list of aliases.
- Triage in one sitting. Ten minutes. Keep, skip, or park. Do not copy everything. A News page is a public record of what the company is willing to stand next to.
- Publish with a teaser and a source link. Visitors should be able to read a sentence and click through to the original article. You do not need to rewrite the piece.
- Leave the CMS out of the loop when you can. If the live page is an embed that updates when you approve a story, routine maintenance happens without logging into WordPress, Webflow, or a developer queue.
What "updated" should mean
Updated does not mean a new post every day. For most manufacturers, professional services firms, and mid-sized brands, a current News page means: recent genuine coverage is present, older items remain as an archive, dates are honest, and nothing looks accidentally abandoned. Empty stretches are fine when nothing happened. A two-year gap after a busy year is what looks careless.
Importing an existing Press page at the start helps. A historical pass over the last few months helps even more. The goal is a page that is already true, then stays true.
Where automation helps, and where it should not
Searching the public web, filtering obvious mismatches, drafting a teaser, and updating an embed are good candidates for software. Deciding whether a Reddit thread, a lawsuit brief, or a competitor's mention of your name should appear on the homepage is not. Human approval before publication is the difference between a News page and a firehose.
AggreGator's automated news page is built around that split: daily monitoring, suggested teasers, then Publish / Ignore / Edit. Routine News-page maintenance can happen without editing the website. That is the point of installing a widget once.
A simple ownership model
Give one person inbox rights and one backup. Agencies can run this per client brand. Do not put "update the News page" on a quarterly brand-campaign checklist. Put it on the same cadence as media monitoring, because it is the publishing end of that work.
If you need the mechanics of discovery, see how AggreGator works and how to track press mentions.