15 Reasons Your Business Website Needs Fresh Content

Everybody says – especially content writers and content marketers – that you should have constantly updated and fresh content on your business website. Why is it important? Is it just to generate some livelihood opportunities for content writers, or is it really beneficial to your business? Presented below are 15 reasons your business website should have constantly updated fresh content.

Publishing fresh content
  1. Educate your visitors: How much do your visitors know about your business? The more they understand your business – the products and services that you offer, what are the benefits of using your products and services, and what are the benefits of specifically working with you rather than another business – the more eagerly they do business with you.
  2. Keep your visitors informed: You can constantly provide new information to your visitors that keeps them aware and well-informed.
  3. Establish yourself as an expert: Would you do business with a person who doesn’t know much about the products or services he or she is offering, or would you rather work with a person who is an expert in his or her field? Even if you’re buying some gadgets, let us say, tablets and phones, wouldn’t you prefer to buy them from a person who can answer all your questions and who is there whenever you need him or her? Remember that an expert invests his or her time knowing about what he or she is offering.
  4. Generate content for your newsletter: Email marketing and quality content go hand-in-hand. The fresh content on your website can always provide new fodder for your newsletter.
  5. Generate direct traffic from social media: There is no use simply posting links from other websites and blogs and sending traffic their way. You should have quality content on your own website or blog that you can post under your various social media profiles so that you can get direct traffic from there.
  6. Establish your authority: An authority figure is a person whose advice people respect and trust. This is more so important when search engines like Google are giving more and more importance to your author rank – how many people regularly read your content, share it among themselves, and engage in conversations centered around it?
  7. Create link building opportunities: According to various search engines, link building – links coming to your website from other websites and blogs – is sometimes as important as regularly publishing content on your website. People won’t link to your website just because you have a couple of articles or blog posts over there. You need to offer them a wide choice and let them decide which pages and blog posts they would like to link to. Therefore, the more content you have, the greater are the link building possibilities for you.
  8. Give people a reason to visit your website repeatedly: It is an established fact that they don’t buy from you on their first visit. You need to bring them to your website repeatedly before they begin to trust you enough and do business with you. And what’s a better way of making people trust you than constantly providing them compelling and useful content?
  9. Encourage engagement on social networking websites: When you’re constantly publishing content on various topics concerning your business, new thoughts and ideas are generated and when they are shared on social networking websites they encourage engagement with you, and among your friends and followers.
  10. Develop a community around your brand: When people come across your content on your own website/blog or when they follow you on social networking websites and talk about your business with you and among themselves, a community takes shape. From this community you get your loyal customers and clients and eventually, your evangelists.
  11. Increase your brand visibility: Brand visibility is very important especially when it is so crowded on the Internet. People should be able to recognize you and remember you. The best way of making people recognize you and remember you is by constantly providing them fresh content not just on your own website, but on various other forums, social networking websites and blogs. When people link to you, when people talk about your articles and blog posts, they become more and more familiar with your brand.
  12. Show your visitors that new stuff is constantly happening in your company: Every healthy business constantly evolves, and when it evolves, new things are happening. Whether you’re recruiting new talents, investing in new properties, opening offices in other cities, attending conferences and workshops, introducing new products or services or making changes in your existing products and services or introducing innovations, there is so much to write about. This shows that something or the other is constantly happening in your company.
  13. Give more links to search engines to crawl and index: The search engines are constantly crawling the web. Then they index and rank this information. When you constantly add new content to your website the crawl frequency increases. In fact, normally it takes 2-4 weeks for a search engine to crawl your website again, but if you are adding content regularly the search engines may even crawl your website multiple times in a single day.
  14. Create as many topics as possible around your keywords: Your search engine rankings depend on the language that you use while creating content. How many keywords are important for your business if you are interested in getting search engine traffic? Is it humanly possible to incorporate all the keywords in a few pages? Remember that most of your traffic comes from longtail keywords and traffic from such keywords can only be generated if you have covered every possible topic concerning your business using every possible keyword. This can only be made possible if you are constantly updating the content of your business website.
  15. Help people spend more time on your website: The longer they stay, the greater is the possibility that they will end up doing business with you. As I mentioned above, people need to come to your website repeatedly in order to get convinced, another thing that helps them make their mind is the time they spend on your website. If they are spending more time on your website it means they are exploring your content. It means they have found lots of information that interests them.

These are some compelling reasons why your business website needs fresh content on an ongoing basis. If you can think of more reasons, do share them in the comments section.

What type of content should you publish for an effective link building campaign?

Link building is an important part of improving your SEO because it helps Google gather all the “real” recommendations and validations and then evaluate your website or blog accordingly. You can call it ranking outsourcing. Google, and also some other search engines, realized that it is very easy to manipulate search engines because after all they are a collection of algorithms, and whenever you have algorithms, you always have people who can beat them. So they started taking human help. In order to improve your rankings, it is important that more and more people link to your website in appreciation of the content you have published.

Benefits of link building

As mentioned above, search engines like Google want some sort of validation. If many people are linking to you, the search engines assume that you must be publishing great content. This is one reason.

The second reason is that link building creates multiple traffic streams for you. Once you have traffic coming from different sources you no longer solely have to depend on search engine traffic.

Finally, it helps you reach out to more people and people begin to recognize you as an authority figure.

Pitfalls of link building

Link building is a double-edged sword – it can work in your favor and as you must have seen after Penguin and Panda updates, it can also bring disaster to you. It all depends on with what intention people link to you.

So while you’re working on your link building campaign, make sure that your links don’t come from spammy websites because this can totally drop your search engine rankings instead of improving them. Another indication that you may be running a less than legitimate link building campaign is suddenly lots of links coming to you within a few hours or a couple of days. This can also adversely impact your search engine rankings.

From where does content come in and why it is important[/h]

As I have repeatedly written on this website don’t create content for just link building and SEO. Your content should provide information about your business or organization. It should explain what your products and services stand for and how your customers and clients benefit from them. The compelling and great traits of your website content are:

  • It addresses concerns of your prospective customers and clients
  • It establishes you as an authority
  • It provides information about your business or organization
  • It turns your website or blog into a specialized source of information
  • It gives Google and other search engines more pages and blog posts to crawl, index and rank
  • It helps you create buzz on social media

Quality content leads to legitimate link building

Since the basic purpose of taking backlinks into consideration while ranking your website is to know how valuable your content is, the most natural way of building back links is creating that valuable content.

Suppose you sell Samsung mobile phones from your website. Do you merely list your inventory or do you also regularly publish blogs and articles explaining why people should purchase these mobile phones, what their salient features are, how they fare better compared to other brands and how various problems can be solved once people start using these phones. Explain to them how they can increase the battery life of their mobile phones, how they can upgrade their operating systems, from where they can get useful apps, how they can make various configurations, and such. This way, whenever someone wants to link to a website containing comprehensive information on Samsung mobile phones, he or she will know it’s your website.

Instead of approaching bloggers and webmasters to link back to you just so that you can improve your search engine rankings (it never works), create enough quality content to encourage them to link to you on their own. This is the real way of link building.

But how do they know about your content? In order to link to your content, first of all they have to find it.

This is where blogger outreach and social media interactions can help you. Initially, when you don’t enjoy good search engine rankings (due to various reasons) it will be difficult for people to find your content and then link to it if they appreciate it. Interact with more and more people on social media, on blogs and on online forums. Don’t just wait for things to happen. You will have to create a schedule. You may even have to hire people to increase your level of networking and interaction. Whenever you create a new blog post or a new article on your website, post it on Facebook, Twitter and Google plus. Encourage people to read it. Pitch your links whenever you think it makes sense (again, don’t spam people’s timelines and blog comment sections).

Email marketing with the strength of your content

Email Marketing and the Quality of Your Content

77% of your prospective customers and clients don’t mind receiving permission-based marketing emails from you, according to a study by ExactTarget. According to the Direct Marketing Association an effective email marketing campaign enjoys an ROI of around 4300% – no, it is not a typo.

Have you been running a consistent email marketing campaign? I must confess, I haven’t been, and I also know that this is an extremely serious oversight, and I plan to rectify it in the very near future.

Email marketing may sound old school, but a big part of the world is still using emails and regularly checks its inbox for the latest updates, no matter how all-pervasive Facebook and Twitter have become. Despite the spam problem, most people, if well-targeted, don’t mind receiving promotional messages from you.

The relationship between compelling content and email marketing

The basic mistake that most email marketers make is that they try to thrust their promotional messages down people’s throats. They fail to realize, or ignore despite knowing that, that a sustained email marketing campaign is not about sending periodic promotional messages, it is about building relationships and establishing trust. According to this infographic, first email was sent in 1971, and by 2012, 297 billion emails were being exchanged daily. These numbers are just to give you an idea what sort of overwhelming competition you face (of course personally you’re not competing against 297 billion emails) while carrying out your email marketing campaign; so when you want people to open your email, go through it, and click the links your message contains, you need to provide them with an overwhelming reason.

The content of your emails must exactly be what your subscribers bargain for when they submitted their email ids. They were looking for information. They wanted their pain points to be solved. If they respect your authority, they wanted to remain in the loop. If you had promised to send opportunities their way, then it’s the opportunities they are looking for. If they are expecting content marketing tips, they don’t want to invariably hear from you about that e-book you want to sell.

Even if you want to sell that e-book, let there be so much value in your email marketing campaign that they come to your website on their own and purchase the e-book eagerly. Don’t spam them with your offers.

How content quality drives the success of your email marketing campaign

When it comes to email marketing your content matters at two places:

  • The subject of your email
  • The textual or visual content of your email

The subject of your email encourages people to open your email and read it – this is one of the biggest challenges your promotional email faces: getting people to open it. Therefore email marketing experts recommend you spend as much time on coming up with the most convincing subject line for your email as you spend creating the main content of the message. Make it highly relevant.

The content, of course, is the soul of every successful email marketing campaign. Please keep in mind that off-the-cuff campaigns rarely work unless you are offering something extraordinary or irresistible. Offer something valuable with every email you send. In fact, people should look forward to hearing from you – this is an idealistic scenario, but there are many email marketing and brand building campaigns enjoying such fan following.

What’s valuable?

This depends on your business and what you promise at the time of asking your visitors their email ids. Even if they subscribe to your email updates just in order to download some free e-book that you gave in lieu of the subscription, they will start paying attention to your updates if you provide real value.

Your email content should be well-written, well-formatted and packed with information people can immediately use to improve their businesses and their lives, one way or another.

Dedicated content writer to keep track of your personal branding

The more content you have on the Internet, the stronger presence you enjoy. You need constant content for your website, for various blogs you might be maintaining and multiple social media and social networking profiles that you would like to keep abuzz with latest updates. You can either live a busy, productive life, or you can focus on generating content for your personal brand; you can’t achieve both.

Gary Vaynerchuk, a well-known entrepreneur has hired a dedicated content writer who will constantly follow him, record his conversations and comments and then turn them into blog posts and social media updates

Although I’m not as busy as Gary might be, this seems to be a good idea. Even if you don’t hire a dedicated content writer to track your every conversation, it would be nice, while working on articles and blog posts, you can choose some portions, preferably sentences, that you can post on your social networking profiles. There might be lots of knowledge encapsulated within one blog post. Simply sharing the links along with the title of the blog post doesn’t do justice, especially when most of the people what even click the link unless you are a celebrity. Of course you should post your link, but even after you have posted it, you can selectively pick sentences that you like and republish them as updates. This way you don’t have to look for content. You can save lots of time and effort this way.