Web content creation is a fancy way of saying something simple—writing for the web. We’ve discussed writing for the web before, but it’s such an important subject, that we want to make sure we’re getting our point across—regular content creation cannot be ignored!
Blog Posts vs. Website Pages for Content Development
This aspect of web marketing covers a lot of ground. Most online businesses handle content creation in one of two ways—by hosting a blog on their website or simply adding a number of new pages to their website every year. Both aspects work great, and there are reasons to use both. We lay out the pros and cons of these two below:
Content Creation by Keeping a Blog
Businesses choose this option in order to keep a steady flow of conversational language. This option also allows you to write on time-specific subjects—which don’t work as well as actual pages on the website, because they become outdated and need to be removed from the site.
Content Creation by Adding New Pages
People choose this option in order to have more long-lasting pages. Blog posts from the past are often difficult to find, so by putting pages directly in the navigation of the website, people can find them more easily. However, it’s important that these pages be written to stand the test of time, unlike blog posts.
Reasons to Participate in Regular Content Development
There are multiple reasons to have a regular content development schedule—and we certainly won’t list them all—but here are a few to convince you:
Keep Your Site Fresh
If you go the blog route, don’t make the mistake of thinking one blog every 2-3 months is enough. When people see that you aren’t updating your website, they might conclude that you treat your customers in a lackadaisical manner as well.
Keep Spiders Coming Back
If Google’s spiders come to your site 4 times in one month and see no new content each time, what is going to bring them back another 4 times next month? It won’t expect any new content from you, so it won’t feel the need to crawl your site more than once or twice a month.
Keep Visitors Coming Back
Don’t forget—it’s not just about spiders! If you’re providing interesting, relevant information on a regular basis, your visitors will want to come back too! And one of those visits might result in a purchase.
Content Development Subjects and Topics
There are a couple of questions you’ll want to ask yourself, when putting together a schedule of topics for your website content creation:
What kind of keywords do you want your business to rank for?
Choose a few target keywords for every page or blog post you write. Know what you want your business to show up for on Google’s SERP.
What subjects do you want your business to be known as an expert in?
Choose subjects that will assure customers that you’re an expert in your field. A bakery website would be a great place to have an article about different types of flour, but a law firm probably wouldn’t benefit from articles on that subject.
What information relates to your industry that you could write about?
If your business is pet grooming and you’re writing articles about wine storage, you’re probably not drawing in the audience you want to read your work! Choose subjects that relate to your industry that your target audience will be interested in.
If you need help putting together a content creation schedule, or would like to bring someone on to participate in content development with your team, contact our team to learn more about our services!