Don’t fear your content.
Your website wants you to overcome your hesitation to add new and compelling content.
That is to say, some kind of fear you may hold about putting fresh content on your website, putting yourself out there (your company or organization), telling your story online is simply a misplaced fear.
We talk quite a bit about the importance of fresh content on your website – both with clients and here in these posts.
That’s because content – fresh, original and interesting content – is vitally important on all websites. Changes introduced to Google search algorithms beginning way back in 2013 place a premium on original content while also leaving behind in the dust bin of internet history old fashioned, static websites which never change, never update. The effect is to render them as useful as a billboard on the super information highway.
And, yes, content means…uh-oh, here it comes: blogging.
Most folks’ eyes tend to glass over when the word, “blog,” is mentioned. Fear wells up inside them, an overwhelming desire to avoid the perceived work of blogging sends them scurrying for the exits. It doesn’t have to be that way.
Sure, posting fresh content to your website means blogging. But think of it as simply posting an online journal about your business, your organization, your avocation, your interests. Posting fresh content to your site can be (and should be) as much a part of your business day as, say, talking on the telephone or reading and writing email.
A survey published a little over a year ago by W3Techs, a firm which studies the use of various technologies on the internet, found just over 57 percent of the top 10 million websites still have no content management system (CMS), which means they publish no content, which means they are, essentially, billboards on the internet and of practically no use to their owners and managers – or the businesses or organizations they pretend to support.
We found this shocking at the time because the stock-and-trade on the internet today is the content published to websites, the use by website owners of this amazing technology to reach new customers, build communities and grow constituencies online.
Missed opportunities abound.
We must insert a caveat here: we are making broad generalizations. The websites surveyed include the top 10 million as viewed by Alexa. The 43 percent included in the “publishing” side of the ledger include those using the best-known CMS. It excludes sites which may use a custom-built CMS. Some of those sites may well publish content on a regular basis but for the purposes of this broad discussion – and from our own experience – they are likely not as proficient at publishing.
But of those smart enough to employ content on websites, the W3Techs survey, clearly shows the smartest of those smart enough to employ content are moving to the nimble, responsive, agile CMS that is WordPress. As you might guess, dear readers. we are big advocates here at Relevanza of WordPress and encourage all our friends and clients to build digital marketing efforts on WordPress as a CMS.
As WordPress Founder Matt Mullenweg posted on his blog a good while back, many more web users remain (the majority) to be persuaded of the value of publishing content on a website.
“The big opportunity is still the 57% of websites that don’t use any identifiable CMS yet, and that’s where I think there is still a ton of growth for us (and I’m also rooting for all the other open source CMSes),” Mullenweg wrote.
Relevanza co-founder and chief strategist, Birgit Pauli-Haack, suggested some time ago the best blog engines and platforms for small businesses and start-ups. Check out her always valuable advice.
To help explain the genuine simplicity of content production, we’ve borrowed this graph with art from DreamHost, a web (or blog) hosting provider and domain registration gateway. It is geared toward those who would like to establish a blog as a second job or as a source of secondary (or primary) income but the basic principles apply to any blog on any website.
Content production is the path to increased online visibility today and it’s really not that hard. (Oh, and by the way, reach out to us if you need help with that. We can help.)