Content Is Forever - Just Ask Anyone With A Favourite Book!
13th September is Roald Dahl Day, but what’s that got to do with digital marketing?
Roald Dahl is probably one of the most popular children’s authors of all time. He wrote James and the Giant Peach in the 1960s if you’re of the Boomer generation, and Matilda in 1988 if you’re a Millennial! Most people in the UK know his work and he is still being celebrated to this day - or every 13th September, to be exact. But why is this relevant?
Roald Dahl wrote his most popular books such a long time ago – and yet he’s still at the top. People still read his stories, still talk about him, and his work frequently crops up on UK and US children’s bestseller lists – his content is still being consumed!
That’s where digital marketing comes in.
Every blog post you write can be out there forever, if you want it to be.
Many businesses look at individual pieces of content as something to last for just one day or week, but that’s a mistake. When you get new content out, that content doesn’t dance in front of all your prospects for a day and then slowly but surely fall into a content black hole, never to be seen again. A good piece of content holds your website up and keeps you high up in the rankings and can be found at any moment with the right search terms, for as long as you keep it online. With content both new and old, your next customer is just around the corner.
Some of our clients started out with no content, so we produced that content for them and watched their traffic, leads and profit shoot right up. Some clients tell us that they’ve had enquiries from customers who found an old blog post on a Google search which prompted them to pick up the phone! We have clients who we wrote blog posts for in 2016 who, to this day, are generating leads and closing deals off the back of that same blog post we did all those years ago.
You can start small. Get yourself on Instagram (although posting once a year doesn’t quite cut it!) Get your database all in one place and start sending e-shots. Write about that conference you went to and what the free drinks were like! And over time, as you build your web presence and Google begins to trust your site, you’ll find that your rankings improve and that just one blog article from a year ago is still attracting new customers and bringing them to your site.
Look at content as an investment. You might spend any number of hours filming a YouTube video, writing a LinkedIn article or curating Tweets but those bits of content then last forever, and you’ll continue to reap the rewards (website visitors!) for however many months or years that you keep that content live.
Something you write today can still be bringing in customers in ten years’ time.
Just something to keep in mind!
Image source: flickr