Don’t Let Online Product Content Get “Dusty”


It also helps them to ensure that they have complete control over the entire lifecycle of their product content from creation through delivery to the post-purchase experience.

PIM and DAM streamline product content so your teams can easily create marketing collateral and post-purchase materials that enhance the buyer experience.

PIM and DAM provide more opportunities for you to drive revenue with product content. Read on to learn how!

If you have been in content marketing for some time, one of the discussions that have refused to end is, “what is more crucial between content quality and quantity?” Marketers take hours discussing whether to prioritize small amounts of top-notch online product content or regularly generate a lot of content. The answer is that quality and quantity in content marketing are inseparable.

Why is quality very important?

Quality is king when it comes to content marketing. Top notch online product content quality appeals to site visitors while poor content will easily turn away potential clients. Recently, search engines such as Google have revamped their search algorithms to focus on enhancing UX (user experience). This means that your content must be of highest possible quality to deliver what the target audience wants in overflowing proportions. Quality content should have the following components.

  • Focuses on a specific target audience
  • Answers issues that affect the target audience
  • Structured well to engage the clients from the start to end
  • The right keywords that point to specific products, services, or brands
  • Appropriate links to respective sites
  • Well-crafted title, sub-headings, and ideas that flow from one section to another

Why quantity is as important as quality

As marketers focus on penning top-notch content, the truth is that updating infrequently will not keep clients coming back. Do not let online content get dusty/stale. Studies have established that firms that post over 16 articles every week get 5X more traffic compared to those that post less than 4 within the same period.

Graph courtesy of Hubspot

Here are top three reasons why you should avoid getting your content stale.

Posting content regularly helps to improve your site ranking

When a site is regularly updated with new content, there are more opportunities to strengthen the brand’s search engine optimization and ranking. How does this work? Top engines such as Google deploy web crawlers that use special algorithms to index all sites on the internet. These bots rank the websites they crawl based on factors such as inbound links, whether the content is mobile friendly, and user engagement among others.

The search engines crawl websites in search of new content. If the site has stale content, search engines will still crawl but rank them at the bottom. However, if you are posting new content, the chances are that you will get better ranking when bots crawl.

Posting new content about different topics in the niche attracts diversified visitors. With time, they build many links that demonstrate your site’s authority. This is an excellent way to build a site’s reputation. Once such links start growing, the search engines will rank you at the top and show the site in the first SERP pages. As a marketer, do not underestimate the potential of new, updated, and high-quality content in digital marketing.

Regular content grows the site’s keyword profile

The advantages of maintaining high quality and updated content surpass the notion of indexing. As you post the content regularly, the number and range of keywords continue to grow. For example, if you are in the fitness sector, the chances are that clients will search diverse keywords ranging from “fitness training” to “fitness diet.” With diverse contents in most areas of your niche, the chances are that most clients’ searches will land on the site.

Increase social media Content

Social Media Content
Social Media Content

Though Google had pointed that social shares are not part of the ranking signals, things have changed in the last couple of years. In 2015, marketers found that top ranking posts also enjoyed high social share counts. A closer look at the scenario indicates that posts with high engagement rates and shares on social media also enjoy high CTR in SERPs. The social media and search engines use machine learning that reward engagement with better visibility.

The more the content you post on social media, the more the opportunities for user engagement. At this point, the relationship between high quality and regular posting come out explicitly. Well, while coming up with top notch content is never easy; you must learn and improve progressively.

One reason that slows down the release of content is the need to start researching from scratch in every new article. In many cases, the resources used to pen different articles are similar. To avoid reinventing the wheel, you can turn articles into white papers or repurpose them for videos. By exploring topics in great details, you will soon become an authority because of top quality and regular releases.

How to generate top-notch online product content regularly

Now that you know that posting regular and high-quality content is very important, the question shifts to generating such posts frequently.

  • Set a brand editorial calendar

The ability to create great and regular content narrow down to personal capacity to organize the marketing schedule. When a marketer knows the frequency of releasing posts, he can easily plan about the time every piece should be finished. You can take this planning a step higher to break down components of the next post and even associated research. Note that this might require some practice to master.

  • Create a reliable buffer

Do you simply work on online product content and post it online as soon as it is finished? This is not the best way to do it. The best method is working on regular content and creating a reliable buffer before releasing them on a regular schedule. Holding the articles provides ample time to review, correct errors, and even change some components before posting. More importantly, the buffer means that if an article that you have just posted goes wrong, a replacement will be ready.

  • Work on content in batches

One thing that digital marketers know very well is that working on individual articles on a regular basis can be difficult. Because of the work involved, you are likely to get fully engaged carrying research and penning the content. This could deny you time for other things. However, working on batches of articles guarantees you there is enough content to release on a regular basis.

  • Outsource content services

If you find that generating high-quality online product content is a challenge, you can outsource. You only need to craft instructions for the posts and ask the contracted firm for high-quality content. In some cases, content creation firms carry independent researches to craft regular and top quality content.

The Final Take

While there is no question about the value of creating top-notch quality online product content, the frequency is equally crucial. Do not try to separate quality and frequency because the entire campaign will fail. To get it right on getting regular content and preventing the posts going stale, simply plan well and budget accordingly.