When we speak with prospective clients, we always do an analysis of their digital presence. This analysis includes a close look at their website and a conversation about how often they make changes to their website. Often, the answer is “very rarely”, and the reason given is usually a variation of “we haven’t gotten around to it and, by the way, it’s really tough to get in touch with our web developer or it takes them forever to make changes”. If you have a website built using the WordPress Content Management System (check out WordPress.org for more info), you remove the issue of contacting and paying your web developer for content changes. You can log in to your own site and add or delete text or pages quickly and easily. (And, yes, there are other Content Management Systems out there, but we prefer WordPress for several reasons).
Why is it important to be able to change and add to the content on your website if you use social media?
Second, the key component of any social media campaign is content. And the best content is always your own. Putting your articles, videos, and photos on your own website and then sharing links to that content on the various social media platforms is a great way to get people back to your primary digital real estate – your website. When you add your own content to your website, it’s always there for people to find. We get continual traffic to our website because we have developed a library of articles that contain keywords and phrases that people use in their internet searches. People find us and contact us through articles that we added to our site – and some of those articles are almost two years old.
Second, Google scores websites based on “freshness of content”. This influences how Google ranks your website for search terms. This is a great article from SEOmoz that explains more about how Google looks at website content to determine rankings.
Third, when you can log in to your own website to make changes, you are in control and you can do it at any time. If something is happening at your company or in your industry, you can share it on your website as soon as you know about it. This also makes for timely social media content. You add the event or article to your site, share the link to the page on Twitter or LinkedIn or Facebook, and now you’ve got website traffic from people who are interested in what you have to say.
Fourth, there are hundreds of tools available for WordPress websites that make sharing your content via social media very simple. You can also track how often your content is shared and encourage people to follow your accounts right from your site.
Fifth, a changing website is a current website. It’s time to start thinking about it as something that is dynamic rather than static. Too many sites are just online business cards or brochures. Your company changes all the time; your website should, too. Your website can be working for you, even when you’re not. WordPress makes it easier.