If content is king, why do so many websites lack content?

I’ve been trying to write a post on the qualities of a good blog post, but then I realized the bigger problem with websites and their content was the overall shortage of website content.

For example, a couple years ago I created the static website content (“About,” “History,” “Services,” etc.) for a B2B company with specialty offerings within a big industry. Truly unique offerings – sorry I can’t tell you the industry because I don’t want to embarrass the former client. I can tell you that 2 years and 3 months after introducing the website and an integrated blog there are a total of 3 blog posts. The newest blog post dates to 2010.

Keep your blog and website content fresh

Keep your blog and website content fresh!

As a content writer and marketing strategist, I’m drooling at the chance to post some concise, informative, persuasive, slice of life stories, etc. to that blog. It seems so easy to me, especially since they have a very unique service line. Adding content is not on their radar, so the blog is collecting some serious cyber dust. Like so many organizations, they just took a big sigh of relief after updating their wretched website to a more modern, and yes, more informative website. And patted themselves on the back for having one of those new-fangled blogs for everyone to post away! I could offer more examples, but you get the point, organizations just aren’t taking advantage of their content management systems.

Why add new website or blog content?

Adding new information to a static page or simply making it more current is just good housekeeping. And apparently the search engines like that, too, and will reward you with improved search engine results pages (SERPs). Adding a new blog or a news post is better yet, especially if they offer your visitors some new information. Adding new news posts or blog posts on a regular basis gives website visitors something fresh with each visit – so they don’t think, “Been here, seen that.” Of course search engines love new pages even more than modified pages, so there’s that SEO thing again.

BTW, a new page on your website’s news or blog section creates a new entry point and a new destination for links from searches and other websites.  You probably knew that, but just in case . . .

Stop using content management systems if you won’t add new content

Sorry to admonish you. But if you are not actually going to add content (good content) on a regular basis, then don’t bother with a content management system (CMS), like WordPress, Drupal or Joomla. At least don’t include the blog window and then post a new item once a year!

How do you continually add content?

I’m glad I asked that question for you! More importantly, I’m glad you recognize the value of fresh content and want to do it right. This could be an entire post, but let’s keep it simple for now. Do 3 things.

  1. Type out the objective of your blog, and put it somewhere handy, like your laptop, your smart phone or your “soon to be” antique desktop computer. The objective should be strategic in nature, something like, “Our blog will offer news and insights that customers and prospects will appreciate, and thus, return to our website/blog and subscribe to our content.” Action words are nice, too, like, “We will inspire and encourage . . .” It simply reminds you why your blog (and your organization) exists.
  2. Create an editorial calendar. Also called a content marketing publishing schedule, it’s simply your planning tool for your website’s content. It’s also a commitment to making regular posts
  3. Publish. Publish. Publish. Enough said (for now anyway).


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