Barry Clifford

Keep your content rich, engaging, and fresh to help SEO and ensure repeat visits

When it comes to driving unique visitors or encouraging repeat visits to your website, it's important to generate new and unique ideas and content on a daily or weekly basis. For many large companies content is easy to come by – research studies, complex analyses and white papers are generated by entire departments and are a commodity. For smaller companies the task of generating website content can be daunting even for the most creative and prolific writer. For any business – large or small – the challenge of finding and presenting relevant content in an easy to understand way is of primary concern. Remember your target audience and post content that is going to help them understand better how your company can meet their specific needs.

Following are some ideas for developing an approach to content generation that will keep your site growing, act as an attractant for new business leads and also provide relevant, indexable keywords for your SEO efforts.

1. Be strategic about the content you post – yes conventional wisdom tells us that more content can help SEO efforts, but that really only applies if what you’ve posted is relevant to the keywords your target audience is searching. Absolutely, if your research department is generating useful statistics and analysis, find a way of presenting it to your customer, but remember there is such a thing as too much content. Posting lots of undifferentiated information can be a huge challenge to your marketing team, and a turn off for your site visitors – especially when they have to wade through information that is not germane to their immediate needs.

2. Blogging – According to a Focus Research benchmark study, 39% of B2B marketers rank blogs as the most valuable content type – ahead of all the others – in supporting marketing objectives. Meanwhile Hubspot reports that company websites with a blog get 55% more visitors. Nobody said blogging is easy, but relative to the cost of creating other types of content, it provides a good "bang for the buck."

Tips to create blogging efficiency:

  • Use your blog as a way to promote your research and white papers.  Pull out salient points and explore them more deeply – this is also a great way to get feedback from your audience.
  • Don’t try to do it alone – Look within your agency or organization to see if there are others who might be willing to contribute to the blogging effort. You may be surprised at the internal resources you have at your fingertips.
  • Use your creativity to add a unique perspective to a current topic or news item already being discussed. By looking at an issue from a different angel, you can generate new ideas and create controversy for discussion.
  • Don’t feel like you have to provide all the answers – asking questions and helping readers think about something is a valuable part of “thought leadership.”
  • Think about SEO – structure your articles and posts to be keyword rich, and include keywords in the titles. Also use a blog platform that creates natural language URLs based on your post title.
  • Create blog topics that will inspire reader responses. Discussion about your posts is content and thought leadership you don’t even have to generate.

2. Incorporate Video Content – According to studies, websites that have video content are 53 times more likely to show up in a front page Google result, and have page views averaging 1:40 as compares to 12 seconds with text only. Also websites with online video generate four to seven times more response than those with static text and graphics alone.

Ideas for creating online video content:

  • Repurpose existing white papers and research reports into short online videos.
  • Get video testimonials from satisfied clients.
  • Create video blogs.
  • Film interviews with your employees or business colleagues.
  • Repurpose powerpoint presentations into mini-webinars.
  • Film speeches or presentations given by your company’s executives and post relevant snippets online.

Remember when uploading your videos to use appropriate tags, and to create keyword-rich descriptive paragraphs and video titles.

3. Repurpose existing content – don’t feel like you have to reinvent the wheel to create every piece of content on your site. Much of your existing content can be easily reformatted into different content types. That being said – simply “republishing” the exact same content in a different format can be a turn off – especially if they’re side by side on a landing page. Find a unique way to re-present the information.

Examples of repurposing content:

  • Use customer inquiries to guide content generation. If you find that you’re responding to the same types of questions or requests for information from customers, maybe it’s time to write a blog or a white paper?
  • Speeches and Powerpoint presentations can be expounded upon as white papers, shortened into blogs or repurposed into webinars.
  • Are you or is someone in your organization publishing a book? Take advantage of the research you’re doing – book topics are ripe territory for blog posts and may even create discussion that can inform your writing.
  • Write blog articles based on your white papers, research analysis, press releases etc.
  • Important snippets from blog articles can be posted to social media outlets and direct traffic back to your site or landing pages.
  • Once you have a topic covered in several different formats, create landing pages which you can then promote using email marketing, banner ads and social media posts.

As you can see there are many ways to present relevant content that will neither overwhelm your site visitors nor mandate having a “eureka” moment every day. Remember that keeping your content growing and focused will help drive new customers to your site through SEO, and that keeping your content fresh and relevant will be key to maintaining your reputation as a thought leader and bringing visitors back to your site time after time.

For Discussion: What do you think is the most useful type of content to drive new traffic? What content strategies have you found most useful in your efforts?