Fresh (and relevant) content matters

December 19th, 2009 by | No Comments


When I was living in Nome, Alaska finding fresh fruit and other fresh items in the grocery store could be a difficult task. You can imagine the winter months didn’t make things any easier in that department. Imagine my disappointment when our milk spoils just after two days, or buying half brown bananas. No one wants to consume them; their status is somewhat ‘unreliable’– same thing with your website content.

When customers or clients log onto your company or organization’s blog do they see new, fresh, reliable content? Or do you have posts that are a week, month, or (sigh) years old? When I surf onto a company’s website and find out that the last blog post was four months ago, sometimes I move on. What that tells me is that they can’t keep a commitment. The blog is a public place where people can see and share information pertaining to an industry. I would like my vendor to show that they have the time management skills to keep us up to speed on what is going on with the organization and industry.

The million dollar question is: How do I know how often you need to update? In order to answer that question, there are some things you need to know:

  1. Your focus. If you have a blog on the auto industry, during the time of bailouts, green energy and low MPG goal you need to be updating, commenting and posting information that is relevant and timely to your audience.
  2. To keep up with competitors. If you are working in a competitive marketing field, having outdated information is a death sentence. How can I think that you are going to take care of my needs if you can’t prioritize you own? The competitors that can display time management and post, relevant up-to-date information is one that people have a tendency to trust their projects with.
  3. How often you research your industry, means that your readers are too. If you work with the New York Stock Exchange, your updates might range from once an hour to an end of day synopsis. Your readers or customers are a dedicated bunch, and they are constantly seeking information and content relating to their interests and investments.
  4. What do you like to know? If it’s important to you and your company, it’s probably important to your clients. Keep them in the loop! This is a fantastic way to empower your clients and let them know that you respect them enough to keep them updated on advancements and new issues relating to their industry.
  5. Your Audience! They are the reason why you are here! This is where relevance is pertinent. If you are a non-profit and have a blog updating your donors on the status of the finances, it isn’t the place to announce a client open house. Instead, how about posting how you have installed energy efficient light bulbs, cutting the electric bill by 20%. This would be a great post after you have installed the bulbs and have received your first electric bill. Post pictures of the installation! This is a great way to bring in community.

Be creative and remember that you want your customers and clients relying on you! Give them a place they can rely on and come back to.

Kristina is based in the Twin Cities and eats and breathes social media. Her love for technology’s influence on culture can be found here.

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