Let’s call a spade a spade. For most organizations, updating web content is a pain. We know we should do it, but with few tools to accurately and directly measure the return we get on the investment of time and resources, it often, if not ALWAYS, loses.
Why wouldn’t you finish that red hot proposal for a potential new client instead of update the website, when you can clearly and undeniably see the potential return on the time you invest in the potential client? Let’s take a moment to explore a few reasons why keeping your web content fresh is so important.
• 33% of consumers spend more than 3 hours online every day.
• In 2011, 61% of businesses will invest in “earned media” such as SEO, Virtual Events, Microsites, Whitepaper downloads, and Social Media. If you’re not investing in it consistently, it’s highly likely your competition is.
• Research and fact finding, the beginning of the “purchasing experience”, begins online before even one bit of personal communication is made. Stale content means less interest, less traffic, and less business…before you even say hello.
We know we should do it and we’ve explored a few reasons why it’s so important, but, at the end of the day, who is going to make this happen? All the stats in the world don’t make the day any longer, right? And we know that proposal isn’t going to write itself!
Furthermore, few organizations have the luxury of a dedicated resource to take on these challenging and never-ending tasks. Often it gets placed, or likely forced, on to the plate of someone whose job description doesn’t include ‘copywriter’ or ‘marketing specialist’. What happens when busy people are tasked with things they don’t want to do? They likely don’t get done, or if they do, can you be certain that they’re not done as often or with the quality that your organization prides itself on?
Of course, this is all easier said than done. If you need some help getting started give us a call. We’re happy to share few tips and tricks to get you started on the right foot.