Generally speaking, there are two core concepts that drive the need for development of new content on your website. The first is to attract new prospects. The other is to nurture existing relationships with your clients.
As you develop new content, actively categorize it into two different groups: content meant to capture new visitors (Capturing Content) and content meant to retain visitors (Retention Content).
“Capturing Content” is written in such a way as to attract new visitors to the site. The most direct way to accomplish this is to bring clear value to your audience. This can be accomplished through podcasts, eBooks, case studies, videos, product or service descriptions, free resources for download, a regularly updated blog , or even unique landing pages.
“Retention Content,” on the other hand, is intended to bring the visitors you previously “captured” back to your website. As your database of clients and prospects continues to grow, it will be key to ensure that you are consistently bringing them back to your website. There are many ways to do this, but some of the most successful include sending out enewsletters or social media posts that entice them with additional information that educates, entertains, or interacts with them within the context of the value that they originally found within your website.
The end result, if done correctly, is that users keep you on the forefront of their mind while continuing to see your organization as bringing added value to their organization. The old adage of “out of sight, out of mind,” has never been truer than it is today. Try this strategy the next time you’re preparing to update your website and don’t be afraid to give us a call if you run into any roadblocks.