Rebranding - using 301 - Do we need new content?

[cheesy snacks]

Hi, we are rebranding our website (same content, different URL)

We'll be using 301 redirects to direct the old pages to new pages on the new URL.

One question - do we need to use original content on the new site? Or can we copy/paste the old content from the old site?

Thanks
Spencer

[keyplyr]

If the old site will no longer exist, e.g. all pages are 301 to new domain, then you do not *need* to change the content.

However, if some pages were doing poorly in the SERP, this might be an opertune time to freshen up that content.

[lucy24]

If it's worth keeping, keep it. If it isn't, bring out the new broom.

[keyplyr]

"broom" = furtive reference to witchery?

[lucy24]

Hee. No, just to sweeping clean.