A challenge I present to clients when we are reviewing an existing project or developing new assets is how often do you plan to publish content? It might seem quite elementary with social media that more consistent content can attract and build followers but the same is also true for your other digital properties. For all of your digital properties a content strategy of when it will be updated whether it is daily, weekly or monthly is a valuable strategy.

I never claim to know the secret to search engine algorithms and am pretty blunt when clients ask about this. I will insure that a clients website is optimized for SEO and explore new optimization tools all the time, but I don’t know the secret, no one does. I stand behind the belief that a company claiming to know the algorithm does not know much. Google generates revenue by selling ads and is always adapting, changing and evolving their algorithm to insure these revenues improve. So by the time a third party claims to know the algorithm, my money is on the algorithm having changed multiple times before they learned a thing.

What I also remind clients is that search engines will place websites with new content ahead of websites with “dated content’ I also subscribe to the theory that regular social media posts affect your search engine standing as more companies focus their communication strategy on a single social media platform rather than the interplay between social media, website and search engine.

For a company website, things change with your business and these changes should be reflected on your website as they happen. I just worked on an information event session for a large project and the one aspect the client never mentioned was their website. Quietly in the background I insured that the website was completely up to date with all new information being presented at this session. Even a week past this event no one from this project has mentioned the website, despite being asked for the information session presentation multiple times by interested parties who attended. Through this process a few other outdated pieces of information were discovered and corrected.

For social media developing consistent content can start with a calendar, and not to plot when you post. This calendar can be a simple calendar of when do you have major things happen with your company. Take a university for example, in September new students arrive, in May students graduate and several times a year they have exam windows. So plotting that content reflects these times frames is easy.

If you provide a service to people when are the busy times of year? When do people start booking for this service? This calendar I ask for also describes when you will have less time to pay attention to your content because of the busier times. Even in this short example you can build a small check list of things that need to be done in advance and can rely on the time frames to know when to do this.

One thing to understand is the how will this be accomplished. Do you have staff in house who can insure the consistency is maintained? Is this their entire job description or is it accomplished from a corner of their desk? Do you have a company that can insure you accomplish this consistency? Do you have the budget to maintain their services? These questions are also part of how consistent your content will be.

In all honesty how people acquire their information about your company is always changing, what is consistent is they will stay loyal to accurate information until it is no longer accurate. What your concern should be is what do the people do when the accuracy is lacking?

So now if you will excuse me I have to review the information on this website and see how relevant most of it is…

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