Most business owners with a modicum of digital savviness are well-aware of how important it is to consistently be posting on social media, but did you know that it’s just as important to be consistently posting new content to your website, too? It’s true!
With social media, the benefits are fairly obvious: these platforms are by definition social, which means you need to be putting yourself out there for people to see and posting regular content for people to comment on, share, and otherwise engage with. With websites that benefit isn’t necessarily as simple to grasp, but it’s no less true.
Posting regular blogs, articles, and case studies benefits your website by powering up your SEO rankings, drawing in a wider audience, and giving your existing customers all the more reason to come back–and spend more money. So rather than letting your web presence languish by resting on your laurels, keep on posting so your business stays relevant and attractive.
Posting consistent content boosts your SEO rankings
When Google and other search engines crawl the web to create their search engine rankings, they have no way of just intuitively “knowing” what businesses, services, and websites will be most useful to their audience. Instead, these algorithms rely on a series of quantifiable metrics to determine what content will be most likely to match the needs of an audience and answer the questions of any given query, and setting up your website to make the best impression based on these metrics is known as Search Engine Optimization, or SEO.
One of the key factors in determining if a website will be useful to a search audience is the age of a web page and how long it’s gone without being updated. No matter how attractive and usable a website is, if it hasn’t changed in 5 years, it’ll see a big drop in its rankings–and for good reason! Our world is changing fast, and we all know that info that was valid in 2018 may not be remotely useful in 2023, and we’re far less likely to trust info we perceive as out of date.
So by regularly posting blogs, articles, and case studies to your website, you’re constantly giving search engines information that says “hey, this website isn’t dead. It’s run by real people who are sharing good, consistently updated information that will be relevant to search users not just yesterday, but today.” And of course, it’s not just about gaming the system–posting regularly doesn’t just give people the impression that you’re up-to-date, it makes your website far more likely to actually be up-to-date!
More blog posts allow you to attract a wider audience
A great website should be clear, attractive, and easy to navigate. While we’ve all stumbled across websites that don’t have nearly enough information on display, it’s also common to find websites with far too much info: layers upon layers of nested pages that take you down rabbit holes of info you didn’t need and are unlikely to ever need, all in the hopes of catching the eye of the 1-in-a-thousand site users that may actually find it relevant. However, by hosting ongoing blog posts, case studies, articles, and more, you can touch on countless topics that may attract some new customers but don’t need to take up their own real estate in your navigation bar.
Each post gives you the opportunity to share your knowledge on these topics for your audience while allowing them to be easily searchable and archivable on your site. And more importantly, it allows your website to host a huge variety of content that’s indexable by these search engines (and therefore accessible to these wider audiences) without the need to turn your website into a laborynthine mess that’s inscrutable to average users.
New content gives customers a reason to return to your site
The wonderful thing about content such as articles, blog posts, case studies, white papers, etc is that they do far more than just soup-up your SEO. They give you an opportunity to share genuinely useful information about your industry that your audience will love and appreciate.
At the end of the day, people go to websites because they need help, and hope that a particular site will give them the help they need. By investing in yourself as a source of quality information and content, you’re more likely to attract the attention of people who can then be converted into real customers–or, if they’re already customers, be re-converted into returning customers. Informative and high-quality blog posts and other forms of web content builds trust between you and your audience, helping turn your business into not only a place that people turn to for the answers to their questions, but also a place where they’re willing to spend money for solutions to their problems.
If you’re a local business looking to start a content marketing program, we hope you’ll consider Skol Marketing’s Minnesota-based team. To learn more about how we can help you write great blog posts and take your web traffic to the next level, please don’t hesitate to contact the local content marketing experts at Skol Marketing.
