What you're trying to do is a very outdated method of navigation called "frames". You would accomplish this by wrapping your content section in an iframe, giving it a name and applying the "target" attribute to your links to use the name of your iframe.
The more preferred method is to use a template. If you don't have content rendering scripts created in your server side language, then simply copy and paste the code from one page to the next, only changing the part that needs to be changed. The browser caches images, so it won't reload them every time.