Why Website Content Matters + How to Update It
Content Provides Value and Supports Your Digital Strategy 
A well-rounded digital marketing strategy includes many elements. From paid ads to organic search engine marketing, your brand needs to be present and visible on numerous channels. However, there is an underlying component that fuels it all: content.
Content is arguably the most important component of your digital marketing and your website. It can set you apart from the masses by demonstrating your knowledge, expertise and capabilities. Other elements such as design, photography and video are important, but it’s the content that will speak directly to the customer’s needs and wants.
Content is also present in every step of the sales funnel. When your audience is looking for a solution to their problem, they seek professional insight in the form of blog articles, checklists or white papers. When your audience is closer to making a purchase, they will further explore your services, case studies or testimonials.
The bottom line is that along with having a great design for your website, it’s also vital that the information you’re providing is high-quality, relevant, and can convert visitors into qualified leads.
Quality Content on Your Website
What is quality content and how can it be incorporated into your website? It can take many forms but there are several elements that all high-quality content contains.
It Provides Value: Your audience wants a solution to their problem. To craft high-quality content, it’s necessary to understand exactly what your audience needs and wants. When you understand their pain points and goals, you can write content that directly addresses them.
It Has a Long Lifespan: The term “evergreen content” refers to content that remains useful for many months or even years after its initial publish date. It can be shared many times over or repurposed into different formats like video and podcasts.
It Fuels Your Digital Strategy: As mentioned, content is the foundation for most digital marketing strategies. From email marketing to social media to PPC ads, you can attract and engage your ideal audience with the right content.
It Moves Your Audience Through the Sales Funnel: Great content can help you build relationships with an audience and inspire them to take action. Think about and craft content that is not only informational, but also inspiring, motivational and directs the reader to next steps.
Keep the Content on Your Website Updated
Actively maintaining the content on your website can be a significant undertaking. Everything ranging from blog articles to service pages need periodic updates. Unfortunately, many SMBs have an outdated website. A website should never be stagnant. An untouched site creates a disconnect for your audience and potentially harms the brand you’ve spent time building.
Publishing new content or updating existing content is well worth the investment. If it’s done correctly, you’ll see an improvement in your search rankings and improved engagement on your site. Here are several suggestions to ensure your content conveys the right message:
Update Older Pages and Articles
Posts and pages published years ago need periodic updates to ensure they remain evergreen. Updating statistics, timelines and major milestones ensures that you maintain your authority and trustworthiness as a source. Updating your pages/posts will also signal to search engines that a page is still relevant to searchers.
Revamp Your Keyword Strategy
Search intent and keyword trends are always changing. You should continually reassess your keyword strategy when updating your content. You might have pages ranking for keywords that no longer generate the search volume they once did. This could be an opportunity to refresh the content and target new keywords.
Create a Website Content Calendar
A documented content schedule will help you stay consistent with your updates. It can keep you focused on the content that’s relevant to your audience. You can also keep track of when pages and articles were last updated, or make note of new content ideas.
Final Thoughts
Hopefully the tips above will help improve your website content. Have more questions about running successful marketing campaigns? Reach out to us directly.
Editor’s Note: This article was last updated in June 2021.
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