Should you regularly write and publish content on your website just for the sake of content marketing? Joost de Valk mulls over this question in his recent blog post.
Being a content writer who makes a living off encouraging people to publish as much content as possible I would say yes. Otherwise, I would say, it depends.
I repeatedly write on my website as well as on my blog that don’t write content merely for generating traffic, unless you earn revenue from advertisements (even then relevancy is very important). But I slightly disagree with Joost, and his friend whose post he has referred to. These guys get good traffic on their websites, and they have done their share of content marketing before they can coolly say, “Oh I hate terms like content marketing and content publishing!”
This is precisely the reason I tell my clients not to take rampant advise on the Internet too seriously, and literally. If you need traffic, you need content, and you keep on writing and publishing content until you have traffic, and then, if you think you have had enough content (on your own website as well as other websites) to get web traffic for a couple of years, may be you too one day can say, “Please spare me your ‘content’.”
Fundamentally I’m not disagreeing with the central theme these two gentlemen are talking about. Useless content is, well, useless. Write something meaningful, and if you are really involved in your work, when you really confront problems and work on solutions, you have something or the other to write about.
So does your business need regular content writing to keep the engine of your content marketing running, or at least humming? In order to understand this you have to understand why you need regular content writing for your website in the first place?
- You need search engine traffic that actually converts
- You need to establish your expertise
- You need to engage with your audience
- You want people to link to your content
There can be umpteen reasons why you may require regular content writing (just as some people and business may not require this much regularity). The unavoidable truth is, if your business doesn’t enjoy a strong presence on the web (search engine and social media) you need to publish regularly. You need to write content for recognition, in order to cover all your keywords, in order to generate longtail traffic and if nothing else, then just to keep your visitors engaged with fresh, thought-provoking content. If you say your business doesn’t require content, so be it. There are some businesses that don’t require the Internet and websites.