Content Strategies: Get Fresh with Your Audience Today

by on September 15, 2011

Get Fresh!

If your company’s Web site has been drawing less and less attention from customers, perhaps you have a freshness issue. It’s not that you’re getting testy with customers, but that your site’s content hasn’t been updated on a regular basis for some time.

Fresh content you can market and advertise to customers is critical in today’s online world. As more customers turn to the Internet to shop for and purchase products, it’s imperative that your content be interesting, informative and, most importantly, fresh.

Stale Content Leaves Your Site Smelling Bad

If you have a small business and are wondering why your site needs fresh content, look at it from this perspective:

In the event you were running a bakery, you wouldn’t leave stale goods on display for days and weeks, would you? Of course not. Nobody would buy a cake that could be used to play discus, or a pie you could use as a substitute hockey puck.

Keep Your Content Updated

If the content on your company’s Web site is from several weeks ago, current and potential customers are left to wonder if you have anything new to offer them. They’ll wonder why you don’t change the look, and how much importance your site really has at your company. Then – since we all look at things from a “me” perspective -, they’ll wonder how much importance you’ll give them if they hire you.

Now, should you find your site’s content needing some refreshing, don’t just post copy for the sake of it. It’s important that a site’s content have a good ebb and flow to it, so just throwing anything on there for the sake of updating it doesn’t do the trick.

Content Strategy is Critical

When putting your content strategy together, remember that having an individual or individuals in place to oversee the content is the starting point. With a person or persons giving the content their full attention, the site will have a regular look and feel to it, providing your business with a leg up on the competition.

Critical Thinking

As you prepare your site’s content, keep several factors in mind:

  1. When you maintain fresh Web site copy, it tells your customers you’re on top of things in your respective industry;
  2. Having the site updated regularly lessens the chances you’ll be penalized by major search engines such as Google. Such penalties will oftentimes result in decreased visibility for your site;
  3. Topical information like press releases, newsroom items, etc. need to be fresh. If the last press release on your site is from six months ago, customers may begin to wonder what in the world your business has been up to as of late;
  4. As important as the content is, review the site’s design from time to time. Is the look getting a tad old? Has it been a while since you put any effort into your site’s look and feel? If it’s time to update the design, don’t hesitate to do it. That being said, don’t be constantly changing your look (there’s a fine line, people!);
  5. Lastly, get some outsider views of your company’s Web site. Nine times out of 10, in-house folks are going to say it looks great. Get the viewpoint of someone outside the company who is unbiased.

With fresh content on your company’s Web site, your business stands a much better chance of attracting potential customers, maintaining many of your current customers, and always having a fresh business perspective.

Guest post by Dave Thomas

Dave Thomas is an expert writer on items like direct mail companies, and is based in San Diego, California. He writes extensively for an online resource that provides expert advice on purchasing and outsourcing decisions for small business owners and entrepreneurs at Resource Nation.



{ 3 comments… read them below or add one }

Erika Napoletano September 15, 2011 at 5:07 am

What I love? The comparison of what you’re placing on your site to a bakery’s goods. Why would someone want to ready your old, crusty stuff if someone else is serving-up fresh-toasted bagels? I schedule website audits with my clients for once per quarter. This way, while we might not find anything major in need of updating, we never look at something a year later and go, “Oh…eeek. That’s out of date.” And what’s great? YOU don’t have to tell your client about the scheduled audit. Just do it.

And as to David’s comment above, there is no such thing as a duplicate content penalty from SE’s. While they do recognize the first instance of publisher for like pieces of content, they simply de-prioritize the duplications. They don’t have any derogatory “penalty” per se.

Reply

Wasim Ismail September 15, 2011 at 3:36 am

I know what you mean, may of the times SME website owners, will build a small brochure site, and think that’s the end of it. Keeping it fresh and updated, will definitely entice your visitors, and build a good relationship with them. Even if its small changes, like updating your product and services section, or news and events, Best is if you can get a blog on to it, which you post regularly on.

Reply

David Christian-Woodruff September 15, 2011 at 12:55 am

This post has a relevance that the vast majority of people simply won’t realise. Keeping content fresh is paramount to ensuring your site maintains a high level of traffic and that that traffic turns into customers for a business. The analogy of a bakery is very apt in this instance.

As this next point hasn’t been mentioned above, I have a word of warning. As much as copying content from an online source may be easy, this too will have as much of a detrimental effect to your site as leaving the old content in. When we say fresh, we mean fresh. Major search engines will pick up on duplicate content and penalise any site for it without hesitation. By all means, use online sources as a guide, but write your own content.

Reply

Comment Guidelines: The comment form must be filled in with an actual name. This blog is actively moderated, and comments with keyword names will be deleted. We reserve the right to edit or delete any comments using keywords, spam or splog-like URLs, or suspicious information in the comment form.


Linking Guidelines: We welcome links that encourage and continue conversation, such as links to related blog pages. If you've written about (or read elsewhere) the article topic and feel the piece would enhance ours, please, do share. Again, this blog is actively moderated. If we come across a link we don't feel enhances the conversation, we'll simply unlink it.

Leave a Comment

{ 73 trackbacks }

  • Jahnelle Pittman

    Content Strategies: Get Fresh with Your Audience Today: If your company’s Web site has been drawin... http://t.co/qRcftrk0 via @level343

  • David Harry

    RT @SEOcopy Content Strategies: Get Fresh with Your Audience Today http://t.co/h0h4njSv

  • Michelle Mangen

    Content Strategies: Get Fresh with Your Audience Today http://t.co/ZOWOnolG from @SEOcopy

  • Alltop SEO

    Content Strategies: Get Fresh with Your Audience Today http://t.co/beSxIUkL

  • purplehayz

    Content Strategies: Get Fresh with Your Audience Today http://t.co/HDV8wDiE RT @SEOcopy

  • Steve Akins

    RT @SEOcopy -> Content Strategies: Get Fresh with Your Audience Today http://t.co/m1Xd4V7p

  • Dean Cruddace

    Content Strategies - Get Fresh with Your Audience Today http://t.co/jRGjKg6V

  • TJ McCue

    Content Strategies: Get Fresh with Your Audience Today http://t.co/HMYvznRj via @SEOcopy

  • Wasim Ismail

    RT @level343: Content Strategies: Get Fresh with Your Audience Today #Content Strategy #Update content http://t.co/w3xYOErB

  • Leora Wenger

    Content Strategies: Get Fresh with Your Audience Today http://t.co/KHti9SSP via @level343

  • Danielle Smith

    Content Strategies: Get Fresh with Your Audience Today http://t.co/PeB7Kppj RT @SEOcopy

  • Katy Schamberger

    Content Strategies: Get Fresh with Your Audience Today http://t.co/lHLZJHuf by @SEOcopy

  • Carla Young

    Content Strategies: Get Fresh with Your Audience Today http://t.co/z41YvyFD via @SEOcopy

  • AngEngland

    Content Strategies: Get Fresh with Your Audience Today http://t.co/z41YvyFD via @SEOcopy

  • 【ツ】Ron Callari

    Content Strategies: Get Fresh with Your Audience Today http://t.co/zYoFvRfx | via @SEOcopy

  • Martine De Luna

    Staying fresh... RT @AngEngland @CarlaYoung Content Strategies: Get Fresh with Your Audience Today http://t.co/e114a4Uq via @SEOcopy

  • Erika Napoletano

    Content Strategies: Get Fresh with Your Audience Today http://t.co/Ub3ydMoO RT @SEOcopy

  • Shelley Lundquist

    Content Strategies: Get Fresh with Your Audience Today http://t.co/Ub3ydMoO RT @SEOcopy

  • Francisco Rosales

    Content Strategies: Get Fresh with Your Audience Today http://t.co/ygXlyN2p RT @SEOcopy

  • Brian Bish

    Content Strategies: Get Fresh with Your Audience Today http://t.co/ygXlyN2p RT @SEOcopy

  • CarpeDiem

    RT @socialmouths: Content Strategies: Get Fresh with Your Audience Today http://t.co/DtaBtqYZ RT @SEOcopy

  • Luscious Liaisons

    Content Strategies: Get Fresh with Your Audience Today http://t.co/8sfariib RT @SEOcopy

  • Carla Young

    Content Strategies: Get Fresh with Your Audience Today http://t.co/XBBE7cyt RT @SEOcopy

  • Dawn Riley

    Content Strategies: Get Fresh with Your Audience Today http://t.co/XGrRxwS4 RT @SEOcopy

  • Misty Belardo 

    Content Strategies: Get Fresh with Your Audience Today http://t.co/2E9t3C6m RT @SEOcopy

  • Nicola P-K

    Stale Content Makes Your Website Smell Bad. 5 Fresh Tips: http://t.co/v1x9mkiu via @socialmouths @SEOcopy

  • Marty McPadden 

    Content Strategies: Get Fresh with Your Audience Today http://t.co/FjyhuN8f RT @SEOcopy

  • Matt Browher

    Content Strategies: Get Fresh with Your Audience Today http://t.co/g5tEE2Yc (via @fionabellpr)

  • Kathy Meyer

    Content Strategies: Get Fresh with Your Audience Today http://t.co/kVbBusWx RT @SEOcopy

  • Steve Akins

    Content Strategies: Get Fresh with Your Audience Today http://t.co/6kg9vdWp RT @SEOcopy @2cre8

  • Ivan Djordjevic

    Content Strategies: Get Fresh with Your Audience Today http://t.co/6kg9vdWp RT @SEOcopy @2cre8

  • Level-343 Team

    Content Strategies: Get Fresh with Your Audience Today - If your company’s Web site has been drawing less and less a... http://t.co/6sDWoBUh

  • Fleur Laurs

    Content Strategies: Get Fresh with Your Audience Today http://t.co/ushHM3lf via @level343

  • Tom - BDC Manager

    Content Strategies: Get Fresh with Your Audience Today http://t.co/P3iuMsFS

  • Tom - BDC Manager

    Content Strategies: Get Fresh with Your Audience Today http://t.co/A2ZMDiri

  • 1 Social Plus

    Content Strategies: Get Fresh with Your Audience Today http://t.co/w1dY96wT

  • Alex Greenwood

    Content Strategies: Get Fresh with Your Audience Today http://t.co/HaReQJwz RT @SEOcopy

  • Shelly Kramer

    Content Strategies: Get Fresh with Your Audience Today http://t.co/puBNOX5a RT @SEOcopy

  • Stefano Minguzzi

    Content Strategies: Get Fresh with Your Audience Today http://t.co/puBNOX5a RT @SEOcopy

  • Anita Williams

    Content Strategies: Get Fresh with Your Audience Today http://t.co/puBNOX5a RT @SEOcopy

  • Brad Miller

    #content Strategies: Get Fresh with Your Audience Today - http://ow.ly/6vSFs

  • Social Hospitality

    Content Strategies: Get Fresh with Your Audience Today http://ow.ly/6vQjK via @level343

  • Nick Allen

    Content Strategies: Get Fresh with Your Audience Today http://t.co/hSt0y520 via @MartyMcPadden

  • Joyce M Washington

    RT @mmangen: Content Strategies: Get Fresh with Your Audience Today http://t.co/CO8HJZwQ RT @SEOcopy

  • lyena

    Content Strategies: Get Fresh with Your Audience Today http://t.co/Mkdvz0ea

  • 1 Social Plus

    Content Strategies: Get Fresh with Your Audience Today http://t.co/w1dY96wT

  • SEO PRO

    Content Strategies: Get Fresh with Your #Audience Today http://t.co/A4htq7Nx

  • Kathryn Aragon

    Keep your #content (and your #website) fresh http://ow.ly/6vPH7 Great tip!

  • Lucas Garvin

    Content Strategies: Get Fresh with Your #Audience Today http://t.co/A4htq7Nx

  • Courtney Petty

    Content Strategies: Get Fresh With Your Audience Today: http://t.co/vaFyD90F #marketing

  • Bear Files

    RT @ericamallison: Content Strategies: Get Fresh with Your Audience Today http://t.co/onal8Akx @level343 v @redheadwriting

  • Brad Miller

    #content Strategies: Get Fresh with Your Audience Today - http://ow.ly/6Ac9P

  • Brad Miller

    #content Strategies: Get Fresh with Your Audience Today - http://ow.ly/6Acaf

  • Simone Todd

    #content Strategies: Get Fresh with Your Audience Today - http://ow.ly/6Acaf

  • Hive, Inc.

    Does yours need refreshing? (Good read!) RT @_bradmiller: #content Strategies: Get Fresh with Your Audience Today - http://ow.ly/6Ac9P

  • Maureen

    Content Strategies: Get Fresh with Your Audience Today http://t.co/lKqZId0K RT @SEOcopy | RT @TheTop10Blog @IamPramit

  • WebPro Technologies

    Content Strategies: Get Fresh with Your Audience Today http://t.co/Qej4LryD via @level343

  • Level-343 Team

    Content Strategies: Get Fresh with Your Audience Today #Content Strategy #Update content http://t.co/ZosMc0ZV

  • SGW System

    Content Strategies: Get Fresh with Your Audience Today http://t.co/2xj6d3cQ

  • Mark Ennis

    #content Strategies: Get Fresh with Your Audience Today - http://ow.ly/6FBtd

  • Easy Money Maker

    Content Strategies: Get Fresh with Your Audience Today http://t.co/yPedYmTc

  • IMB Club

    Content Strategies: Get Fresh with Your Audience Today http://t.co/VViZENwA

  • In How To Videos

    Content Strategies: Get Fresh with Your Audience Today http://t.co/fR86D0TF

  • RSS Ground

    Content Strategies: Get Fresh with Your Audience Today http://t.co/IR1EudQx

  • Max Galitsyn

    Content Strategies: Get Fresh with Your Audience Today http://t.co/dw2K0KBb

  • 三村かよっ!

    @MaxGalitsyn Strategiesって言っちゃった・・・ RT Content Strategies: Get Fresh with Your Audience Today http://t.co/1tjwjymu

  • Gabriella Sannino 

    RT @level343: Content Strategies: Get Fresh with Your Audience Today « SEO Article Archive http://t.co/90J7msS5

  • steveplunkett

    RT @level343: Content Strategies: Get Fresh with Your Audience Today « SEO Article Archive http://t.co/90J7msS5

  • franksanchez

    RT @level343: Content Strategies: Get Fresh with Your Audience Today « SEO Article Archive http://t.co/90J7msS5

  • Gabriella Sannino 

    Content Strategies: Get Fresh w/Your Audience Today http://t.co/YrmRViln | Keep your content fresh it's IMPERATIVE. Be inspiring #justsaying

  • Level-343 Team

    Content Strategies: Get Fresh with Your Audience Today http://t.co/6upSQ3h2 | we were saying this before Google announced it... #justsaying

  • Massimo/Gabriella

    RT @level343: Content Strategies: Get Fresh with Your Audience Today http://t.co/ZUa8BOhh | we were saying this before Google announced it.

  • Focus on Content for Real Influence

    [...] was getting too hung up on whether or not it was perfect, fresh, and answering the right questions for my customers.  Turns out, it doesn’t have to be perfect, [...]