Content writing is still one of the major part of what we do and I am always surprised when new clients first get involved with us that we see a distinct lack of new content being added to their websites. Some of it hasn’t changed in years!
It is almost as if the activity stops when the site gets uploaded for the first time. Now some of this is due to the age old “our web designers have gone and we can’t update the website ourselves” chestnut. Other reasons include the fact that no one was told that fresh constantly updating content would be needed so no content management systems were needed. Hey it keeps the costs down. But when you look at the responsibility of a corporate website, whose job is it to look at the content.
It normally falls to the SEO company that goes in when the website owners start to realise that they are not getting any traffic or exposure. The SEO company then says the immortal words , “well you need more site content”. They then go on to say that they need a CMS to be able to manage and add content.
Oh if we had only known this before! Well now you do.
Adding Content to a site is like adding another sales man to the sales team. The more unique content you have on your site, the more chances or opportunities you have to get that page listed in the search engines. Once done, you can then move on to the next piece of content, happy that the content you added yesterday will work for you as long as it is online.
Compared to PPC, Content marketing is a pay once, potentially drive traffic forever solution. In fact, we are seeing this influx of new customers as they look to build more lasting sources of traffic that offer a better ROI in the long term. PPC is a great testing platform, or good in the finance and insurance space if you have deep pockets but for the average broker it can get quite expensive.
If you are finding it tough going at the moment with your ad spend, maybe divert some of it to adding more content to your site or even build a few targeted mini sites. These are easy to do and using a platform such as WordPress or Joomla, you can have a great functioning content management system with all the bells and whistles you need. What’s more they are free open source solutions- so cost won’t be a factor!
About Jason Hulott
