Having a website is like owning a caravan. If you’re serious about your business going places, you can hitch it up and travel together, regularly adapting content to expose your customers to different views and expand your following. Failing to keep website content fresh is like parking your van in the backyard and assuming customers will be kept happy by seeing the same old Hills Hoist.
In her article, The Key to Updating Website Content Regularly (Without Losing Your Mind), Kapost Marketing Manager, Aubrey Harper, lists three key reasons why you need to ensure your website content remains dynamic:
- SEO benefits. OK, we all know this, but it still bears repeating. And remember, not only do search engines scan your site to index pages and images, they particularly notice when you regularly update and post on your site – boosting your chances of being bumped up to the top of search results.
- Providing value. Don’t forget that customer engagement is the goal! Don’t leave it all to the search engines; remember that an actual human being is reading your content, so make it engaging, well-informed, and easy to digest. Content that’s even just a little different each time a customer visits will keep them coming back for more.
- Establishing brand personality. Harper maintains your website is where you can breathe real life into your brand and stand out from the crowd. There’s nothing wrong with changing the tone a little, either. For example, product pages may be informative and knowledgeable, whilst blog posts can be witty and playful or thoughtful and predicting industry changes.
Harper’s article also goes on to list three easy ways to keep website content fresh.
- Take a buyer’s perspective. There’s no one buyer persona, so ask yourself what each type of your buyers would want to know, giving you an ideal base from which to start putting engaging content together. Doing so creates an instant ‘editorial calendar’ to keep you regularly updating your site.
- Get in an outsider. Harper recommends finding inspiration outside your usual zone. What about asking a colleague to brainstorm with you over lunch? Freelancers are another idea. They can sometimes provide a totally different take and are often a budget-friendly option, too. Plus, you get to enjoy a welcome break without worrying about your website going stale in the meantime.
- Mix it up. Website content comes in all kinds of formats, so don’t be afraid to mix it up with:
- Long- or short-form blogs
- Case studies or interviews with industry experts
- Videos or infographics
- Testimonials or customer reviews
- Social media links
- White papers
Website guru, Paul Cookson, couldn’t have put it better when he said, ‘Websites promote you 24/7: no employee will do that.’ So, if that’s the case, it makes pretty good sense to ensure your website is always worth visiting, doesn’t it?