Website content drives marketing success, but the most informative and relevant content begins to age. Return website visitors are three or four times more valuable than random hits from people who might just be passing through, never to return. Fresh content keeps customers engaged, but outdated content is a big turnoff for viewers. Reading about Christmas sales in February makes site visitors wonder if the website owners ever check their content at all, or whether they remain in business. Dave Thomas wrote a great guest post on the need for fresh content at Level343.com and other bloggers have expanded on the importance of an ongoing content calender.
Unfortunately, business owners often lack the resources to assign someone to update website content. The assignment requires computer savvy, marketing knowledge, and content management software to facilitate site updates. Intuitive software can provide the tools site managers need to implement regular content updates. Another option is to contract professional content management services from an outside source.
Useful knowledge that customers can use for real-world benefits will make a site more compelling and keep clients returning. Blogs help engage viewer interest, and running comments about products or timely issues can drive website hits even if the rest of the content remains static. Website owners fail to exploit their sites when they do not update content. Recent trends in dynamic advertising to promote corporate Super Bowl ads prove the point. Large companies have embraced social media promotion, interactive venues, and teaser ads online to enhance the success of the traditional advertising frenzy that accompanies the annual Super Bowl.
Small companies can duplicate these efforts on a lesser scale to reap enormous benefits. More than half of website owners update their sites less than once each month. Companies that maintain dynamic, active sites reap extraordinary benefits. SiteKreator published a survey in December 2010, and found that sites changing content five times a month or more received 300 percent more traffic. Businesses that utilize social media marketing received an astonishing 400-percent increase in site hits.
Another important consideration for site owners is Google’s recent change in its ranking algorithm. Google has added freshness of content as a new search criterion. Successful marketing strategy demands fresh website content, dynamic article marketing, and expert social media marketing to realize the full potential of online marketing. Online tools such as Jaaxy, email marketing, useful content articles, SEO, blogs, FAQ sections, and others maximize results and help search engines and viewers perceive companies as vibrant and relevant. Jaaxy is a new service that analyzes keywords and provides useful data such as the number of searches a keyword generates each month, and how many returns Google provides. Keywords with high search rates and low returns are much easier to exploit in online marketing efforts.
Useful content provides critical information or entertainment to potential customers. Companies do not need to give away all their secrets, but can provide teasers to ignite viewer interest. For example, a valuable recipe with five ingredients might be mentioned. The article would give away the identity of two ingredients and require viewer action to obtain the other three. Another dynamic technique for marketing interactively utilizes surveys with possible prizes awarded randomly to responders. Trivia contests, reviews, and blogs will keep content fresh for viewers and compel their return to the site for updates.
Social media has a tremendous influence on like-minded communities of online consumers. Successful manipulation may only require engaging the “comments on” switch for blogs. Serious social media marketing requires research of viewer comments and reactions. Comments often provide sales opportunities by indicating what concerns viewers hold, and clever marketers supply one of their company’s products to satisfy the viewer need or concern. Major redesign of websites is not necessary to demonstrate that a company is engaged and dynamic. Regular updates are important, however, and can enhance marketing efforts.