Most business owners know content drives web traffic when strategy is expertly executed. While creating an informational or editorial content calendar is becoming more commonplace, marketing content updates are an afterthought.
Updating both types of content creates a consistent message while improving your website’s performance in two ways:
• Social and editorial content attracts readers to your site.
• Marketing content draws visitors into your “conversation”, developing stronger bonds and enticing them to buy.
Content updates to attract visits
To win at content strategy, establish a plan based on who your primary target is, what they’re interested in and what they value:
• Identify your primary audience
• Choose SEO keywords that fit them
• Identify the content they prefer
• Create content that they value
• Update consistently
Get returning and new traffic by regularly posting information in blogs; share teaser updates on social media that your target audience finds valuable.
Marketing content updates engage interest, attract sales
After attracting visitors, your marketing content engages interest, demonstrates the value of your product or service and enticing visitors to purchase. This content should also be tailored to your primary audience, so the benefit of your product or service is obvious.
Regular updates ensure the marketing messaging is fresh and can entice repeat visitors to reacquaint themselves with your product or service offering.
If visitors see the same ol’ message – or what looks like the same message – they’ll probably skip it.
How often should you update marketing content?
There’s no hard and fast rule, but if your goal is to attract repeat visitors consider updating your messaging monthly or at least quarterly makes sense.
If something changes in your industry or in the marketplace – for instance, a new study is released about great results from an ingredient in your best-selling nutritional product – update your selling copy to leverage this new information.
What should you update? At the minimum – headline, product lead-in copy and sub-heads. Primary images should also be updated. If you have limited time offers, make certain you update those as well.
If you’d like help managing your content calendars, and developing new marketing or social media content, call me at 480-201-2926. I can help.