A static brochure website just doesn’t cut it any more. Your site needs to reflect your business as it is today. Not as it was when your web designer published it! Whenever I visit a business to business website, there are always 3 things I look for:
- What is the copyright date?
- When was the last blog/news post?
- How active is the Social Media Feed?
- should be this year.
- should be within the last month (or two)
- should be in the last day or two
Yet the vast majority of websites fail these tests – they simply aren’t dynamic. They aren’t kept up to date. In 2016 a website should be like a garden. Yes, it needs to be carefully planned in line with the latest design trends, and the structure should make it easy and enjoyable for visitors. But once the garden is open to the public it needs to be continually tended and developed to keep it looking good, and attracting people to come back again and again. The key to achieving this in a website is to develop a site that is easy to update, and flexible when it comes to adding new features and functionality, and for this, in our opinion, WordPress does a great job.
Effective Content Management
If it is difficult to update your website, you probably won’t do it. Having an effective content management system is pretty much essential these days. Going back to WordPress for a moment, one of the things that makes it a great platform for marketing comes form the fact that it started life as a blogging platform. Core functionality is designed to continually add content in the form of blog posts and news feeds. This means that rather than have to continually rewrite the core content of your site, you can keep it fresh by regularly adding news stories & blog posts that re-enforce your offering and your position in the market.
The Social Media Connection
Don’t feel you need to constantly come up with unique content. Monitor social media (whether you use it actively or not) and track what others in and around your sector are talking about. Making comment and having opinion on the thoughts of others can be a great way of developing new content for your site and really demonstrates your ability to ‘keep your finger on the pulse‘
A word on SEO
Read blogs about content marketing, and many will advocate that the prime reason for having one is to drive SEO in the belief that Google loves new content, so produce good content, and you will get listed on Google. Whilst I agree with the idea of producing great content, I disagree that SEO should be your prime focus. You should write content with your readers in mind, not search engines. Your content should be focused on interesting your readers, reinforcing your position in the marketplace, and demonstrating your expertise. Do this, and as this interesting article on E-consultancy put it
“The SEO will take care of itself”