So, kicking off our Technical Tuesdays at The Romance Studio, if your blog or website isn’t center of your online marketing strategy, perhaps it should be. Your blog is the entry point of most new visitors to your site. When combined with proven SEO techniques, it’s one of the most powerful tools available to you in growing your audience, building your brand, and starting conversations about it.
The catch? It’s not enough to create content of real value once in a great while for your audience, post it, and wait for success. It’s like a good television show. Your challenge is to keep producing content your audience wants, upping the ante as you go along so your visitors will not only keep coming back, they will spread the word to others.
So how often do you need to update that content? The answer will be different for each site but the following factors will help you determine a frequency that will work best for your business.
If you want to compete with similar businesses, you should study what they do. How often do your competitors post? What type of content do they produce? Study their habits and do it better.
Keeping your current audience happy with new content is important. Update as often as you can without sacrificing the quality of the content. Posting at least once a week is required in keeping your visitors happy and building your audience.
In your field, how frequent are new developments and updates? If you’re in a constantly changing field, like science or technology, updates should be posted as rapidly as possible. If yours is a slower industry, there won’t be a lot of new updates required but then the challenge is on to produce fresh content about what already exists.
In search engine optimization, the more you post, the more benefits your online efforts will yield. More posts mean more indexing and inbound linking opportunities. Understanding how to implement best SEO practices into your content is important, but the quality of your posts still has to be the priority for best results.
Budget and available resources can have an impact on your online marketing efforts. With the goal of publishing more, high-quality posts, determine what financial resources you have available to invest in this aspect of your marketing campaign. The bigger the investment, the greater your chances of success.
Unless you can measure your results, you have no idea if your efforts are paying off or not. Using tools like Google Analytics to measure your results, set goals for your online marketing efforts, and watch your hard work pay off.
Develop a plan for publishing content of value for your audience, implement solid SEO techniques, and put it into action.