Does Your Website Need Time-Sensitive Content?
The web design and online marketing communities have been debating an interesting issue. Is time-sensitive content necessary for websites?
Some developers and experts will argue that it’s more important than ever. Addressing hot topics can lead to immediate search and social visibility. It takes advantage of the fact that current events are already on the minds of users. Yet, there are others who will tell you that you should strive to generate “evergreen” content. These kinds of articles and videos can keep drawing traffic, views, and leads for years to come. They will always be relevant. It only makes sense to get as much mileage from them as you can. Especially given the time and expense involved in fleshing out your new ideas.
How does your choice of content affect your brand as well? Many brand prognosticators believe that companies must make statements on current issues in order to stay relevant. They also believe that brands choosing to stay out of cultural conversations reduces the amount of trust consumers have in them. If a company will not state what their thoughts are, consumers will create those thoughts for them. Then they will associate that with the brand, most likely causing damage. Equally damaging? The odds of isolating potential consumers who disagree with what you have to say. Is it worth the risk?
So, which viewpoint is the correct one? Does your website or blog actually need time-sensitive content? In our experience, there isn’t a single answer to these questions. Instead, there are a set of simple guidelines you might want to follow.
Find a Blend of Hot and Lasting Topics
You must establish your website as a source of information on new topics and evergreen tips. For example, our blog will feature articles about voice-assisted search technology one week. The next week, we will feature a piece about general design and development ideas.
We jumped right into events as they were happening, posting about the Equifax Data Breach within the week of it occurring. We also anticipated events that would potentially influence our users. We were ready to go and shared our thoughts on the expiration of Amazon One Click the day it happened.
But we also want our users to know that they can count on us to be consistent. We care about the work we do everyday and we know what we’re doing. Being a resource of fundamental knowledge is equally important. We provide our eCommerce customers with payment information. Anyone wondering about how we approach designing a new website can easily find out. And we’re happy to share the unique things that inspire our team and set us apart from the competition.
Your users and prospects most likely want to know about what is happening in your industry. But, they also need some general strategies they can use week after week. Consider the most important piece of advice on the topic. Give them a good mixture to choose from.
Work From an Editorial Calendar
Establish an editorial calendar. It’s much easier to balance your content strategy with this kind of tool. It allows you to even out the publication of newand older ideas. It also gives you room to actually create articles and videos that can fit right into the ideal schedule. A calendar will let you know what kinds of themes, events, and milestones are on the horizon. You’ll also be able to see if you tend to gravitate to one kind of content over another. That kind of reference point will help you see if you lean to far towards one end of the content spectrum.
When you have a written plan and schedule in place, content marketing gets easier. An editorial calendar lets you organize your campaigns. It also ensures that your message comes through consistently.
Here at Atlantic BT, our marketing team relies on the content calendar for many reasons. It keeps us all on the same page. Everyone knows what topics are on deck and what we can look forward to down the road. It also allows us some flexibility should time sensitive content come into play. Do we have new information we need to communicate quickly? Do we have a piece that we can’t publish just yet? Our calendar lets us adjust for that easily. Again, it also communicates that adjustment to the entire team.
Don’t Forget to Update Your Content
Posting on current events or trends will show users that you’re always living in modern times. Remember, then, that it’s important to return to your content once in a while and update your ideas. That could mean a few different things. You may have to write new posts or follow up on case studies. You might even have to delete old material that is no longer relevant. Don’t forget to redirect your pages if you do.
Consider the quality of the work as well. Are your thoughts being communicated clearly? Is the idea compelling? Can your audience connect with the stories you have to tell? This is relevant to both ‘evergreen’ and current event topics. It’s ok to scrap pieces because they’re simply no good. Content quantity is important. It’s no substitute, though, for making real connections with your users. You always want to give your consumers the very best. That belief should be clear in the quality of your content.
Revising or pruning different pieces of content helps your users. This is a great way to keep your website fresh. Your prospects and customers are never getting information that is out of date. Also, a website that is consistently up to date reflects a company that is always moving forward.
Need Help Putting Together a Solid Content Strategy?
At Atlantic BT in North Carolina, we know what it takes to build a great website and make the most of it. Are you looking for ways to make design, development, apps, and content all work together? Especially in a way that moves you towards your bottom line revenue goals? Contact us today for a free consultation.