Impact Group Marketing Blog

Content marketing is – and will continue to be – an essential component in the way businesses attract and engage customers. That’s why you need to adapt your content to make it engaging and relevant for your target audience. Boosting your content marketing efforts is also crucial for the growth of your brand.

With all this in mind, here are some reasons to keep your website content relevant – along with some tips to accomplish this.

1. Search Engine Optimization

You already know that search engines constantly scan your site to index pages and images. Once they are indexed, these pages and images show up in searches.

But search engines don’t just know how many pages and images are indexed – they also notice when and how often you update and post on your website. When you consistently generate content, you boost your SEO, are recognized as a valuable resource, and increase the chance that a potential customer will find your site.

You can read about how blogs boost your SEO here.

2. Provide Engaging Information

While it’s important to create content with search engines in mind, don’t disregard your main goal – to engage a potential customer.

It’s not enough to appear on the first page of a Google search if you don’t make an impact on your customers. If your page is outdated or doesn’t provide the information they need, visitors will move on in their search.

Although you have to consider SEO, creating content for your target audience is what really matters. Writing with real people in mind will help make your content informative and engaging. And regularly updating your website with quality content provides the information your customers need.  

3. Establish Brand Personality

Your website and social media accounts are the perfect places to show your brand’s personality and how you are different. But those aren’t the only channels to consider.

Think about this – the content you publish is available to potential customers 24/7, so they can form an impression of your brand at any time – even when they can’t reach a customer service rep.

So, what does that accessibility mean for your content strategy? It’s more evidence that you need to provide engaging and valuable content! Here are some ways to do this:

  • Create content that is informative and knowledgeable.
  • Share thoughtful predictions for your industry.
  • Use a unique voice that conveys who your brand is.
  • Be witty and playful at times.

There may be some content that fits into more than one of these categories. The key takeaway is that you show your potential customers that there’s more to your brand than just the incredible service or product you provide. Show them your brand is made up of real people who care about their customers.

Of course, these aren’t the only reasons to consistently update your content, but let’s move on to some ideas about how to keep your content fresh.

How to Produce Valuable Content

Since most people prefer to get their information from articles instead of ads, marketers need to focus on article-style content to relay the information an ad would typically provide.

The goal is to regularly produce valuable, targeted content that will drive both readership and revenue. Here are some tips to help you produce killer content:

1. Be Relevant

Make sure your content is relevant, concise, and easy to understand. Remember to write for your target audience and explain complicated concepts and information so that everyone can understand.

Check out this blog post to find more tips for writing quality content here.

2. Think Like Your Customers

Brainstorm a list of current and potential customers – who could benefit from the services and products you offer? Think like your customers and ask what information would be helpful, informative, or interesting. Then, based on your answers, put content ideas in an editorial calendar.

3. Mix Things Up

Another reliable method to keep your website updated regularly is to mix in a variety of content styles, such as:

  • Blogs – both long and short
  • Case Studies
  • Videos
  • Infographics
  • Social Media links
  • Testimonials/Customer Reviews
  • eBooks
  • User-generated content
  • Interviews with experts in your industry
  • Checklists
  • Memes
  • How-to Guides
  • Paid Ad Content

Bottom Line

Keeping your content relevant, timely, and engaging may sound challenging, but the results are worth it! You’ll find that greater content production leads to greater engagement – and your customers will appreciate the valuable information you provide.

You can find more helpful digital marketing tips for 2021 here. And if you’re feeling a bit lost or overwhelmed at the thought of creating valuable content on a regular basis, we’d love to help you out! Contact us today for a free consultation.