Once you have a great website design that is technically up to date and firing on all social media cylinders (see Part One) you might think that your work is done and you can just sit back and wait for the business to come rolling in. Fortunately, we are here to give you the low down on the second exercise you need to perform to ensure that your online presence is kept in tip top shape. Keeping on top of the content in your website really is just as important as the technical side of things and isn’t just a one day job – this is one area you have to keep on top of constantly.

1. Creating the right first impression. Imagine meeting a potential client and giving them a business card. One of the first ways they can have a harder look at your wares is by checking out your website. Of course, your website is your online marketing and sales force, open 24 hours a day, 365 days a year and it needs to tell your story as of today. Imagine the first impression you create if your last updates are from 2008. Creating the right impression needs content that is both current and relevant.

2. Become a centre of excellence. If your website is constantly publishing interesting, relevant and valuable content to your audience, you will be recognised and distributed through social media as a savy player who has something interesting to say. In addition, well published news and relevant content shows that your business is well organised and able to keep on top of things.

3. Become a recognised and trusted site by the search engines. Relevant, regularly updated and well respected content is just the ticket for the post Panda search engines. It will, of course, take time and effort to raise you up the rankings, but a well thought out content strategy and a commitment to creating great content will do the job quite nicely, as a key component of your SEO and SEM, thank you very much.

4. Keep visitors coming back. Keeping your site and its content fresh and interesting will most definitely tempt your site visitors back for a repeat visit. After all, they wouldn’t want to miss out on that latest special offer, especially after they have been following your stories on Twitter/ Tumblr/ You Tube etc ( OK back to Part One).

Be committed to being current and interesting and you will reap the rewards downstream. Your content doesn’t have to be ‘War and Peace” – but you do have to keep it relevant and up to date – why not post your content based success stories today! We would love to be amazed!!!