It’s one of the biggest clichés in internet marketing but the ‘content is king’ mantra is one no business owner should ignore. Of course every business has a website, and every website needs content to help sell its products or services.
Most websites will also have a blog because business owners and marketing departments know they need to keep in touch with their customers and, after all, everyone else has a blog, so why shouldn’t we?
Of course having a blog and actually getting around to posting something on it is easier said than done. How often have you seen websites with a last post from two years ago? Might your own blog be in a similarly sorry state?
Yet a regularly updated blog is so important for every business both in terms of search engines (attracting traffic) and customers (attracting orders).
Are your potential customers and clients really bothered whether you update your blog or not? In a word. Yes. For two reasons. Firstly, would you purchase a product or service from a website which was last updated two years ago? Or even three months ago? I wouldn’t. Neither will the vast majority of your customers. Fresh, i.e. recent, content reassures your customer you are still around and trading; important when, even today, many people are worried about doing business on the internet.
Fresh content on your blog will also increase your chances of becoming recognised as an authority or expert in your field, as well as encouraging customer loyalty as your readers become more and more engaged with your unique and interesting content.
Let’s be honest we’re talking about Google here. Bing is very nice and cuddly but probably only accounts for 5% of your traffic. No, Google is the beast you have to satisfy and the way to do this is with fresh content.
A basic law here is that the more often your website is updated the more often it will be crawled by Google and the more often it will be indexed (assuming your sitemap is being submitted regularly – speak to your webmaster about this). The point is this. Fresh content will keep Google coming back to your site and indexing your new blog post or web page. This gives you more of a chance to rank highly in the search engines.
I suppose the big question here is, “How often is often?” There used to be a train of thought that stated your website or blog had to be updated at least once a day. But a good quality post once a week, or even every fortnight, is more than enough for most business websites to attract more traffic and achieve higher rankings. Though, if you can update more regularly, then so much the better.
Sidebar: Faster and more regular indexing does not necessarily mean higher rankings. Also, please note, we are talking about good quality content here, just throwing up a load of badly written rubbish won’t do you any good no matter how often your blog is updated.
The importance of keywords
Although you shouldn’t create content purely for the search engines, see this article for more information, a by-product of producing lots of fresh content is that you can target more of the keywords you have identified as part of your content strategy.
For example, if you sell blue widgets you can write a series of blog posts around your blue widget keywords. These posts will help your potential customers find your website in Google for a wide variety of search phrases associated with blue widgets increasing the traffic to your site and the chance of converting a visitor into a paying customer.
Having said all that, don’t obsess over keywords (you won’t find any in this article). Write naturally, or hire a freelance copywriter to do so, and create good quality content for your readers to enjoy.
Become an authority or expert in your field
Of course you are already an expert in your field. You run your own business and know it inside out. But do your customers know that? By regularly updating your blog with interesting and informative content, which is genuinely helpful to your readers, the more trust you will gather.
More of your content will be shared with more people visiting your website and the more readers you will convert into customers. Google too will recognise your growing authority by indexing your pages and ranking them higher in their results.
The most important point of all
Don’t overlook the most important reason for generating plenty of fresh content. By publishing lots of informative and helpful articles you will keep your audience engaged increasing their loyalty to your brand and building the trust which will convert them from reader to customer.
Don’t underestimate the value of good content. It’s what attracts web searchers to your site and is what keeps them coming back. The more information a potential customer has about your product / service / business the more informed they are and more likely they are to purchase.
In short, fresh content adds value to your website and will provide a visitor with all the information and incentive they need to hit the ‘buy’ button or pick up the phone.
Fresh content: The easy way
Hopefully I’ve convinced you of the need to regularly update your blog and website with high-quality, informative, and fresh content. If you have a content team set them to work straightaway. If you don’t have a team, or they are snowed under on other projects, I can provide the content you need.
I can generate a complete content strategy for you and create top-quality blog posts and web pages either as a one-off project or on an ongoing basis providing content on a monthly, weekly, or even daily basis should you require it.
Contact me on 07722 431483 for an informal chat or email me at email@example.com.
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