In the content marketing world, it is pretty common knowledge that Google loves fresh content. As a result, generating new content is a key component of any solid online marketing plan.

Fresh website content goes beyond higher Google rankings, however. New content can also convert viewers to customers, assist you in keeping existing clients happy, and help you position your company as an industry expert. Generating new content seems less like a chore when you outline the benefits!

It seems that fresh content is often synonymous with new blog posts. While it is true that a new blog post definitely produces new content, there are several other ways you can post new website content without blogging.

Add Web Pages

Your website is visually pleasing and user friendly, but it might be a bit basic. Your site only has the standard Home, About, Blog, Products/Services, and Contact pages. If that is the case, you definitely have room to grow. Other website page suggestions include:

• Testimonials. These can lend additional credibility to your business.
• Case Studies. Have you had a lot of success with a particular client? Consider adding a “Case Studies” page to your website where you can highlight your work and results.
• Photo Gallery. If a picture is worth a thousand words, a single picture can show more than a short paragraph can tell. Go beyond the typical product photos and post pictures that allow customer to get a sense of the company culture. Include photos from seminars and community service events to tell a visual story about your company.
• Monthly Specials. Posting specials regularly has the added benefit of attracting viewers that might convert to customers, as well as offering existing customers an opportunity to try something new at a discounted rate.

Visit some websites of industry leaders and your competitors. You might discover ideas for additional website pages for your site.

Update Information on Existing Web Pages

The internet ushered in the Information Age, and it changed marketing forever. In the past, a catchy jingle would boost sales. Sophisticated consumers now demand much more from businesses. To truly influence consumers, a company must provide information to them so that they can make a decision on their own. A company seen as a credible and authoritative source of information is likely to be viewed as a leader in its industry.

To meet the need for fresh content on your website AND consumers’ demand for information, your company could:

Update Product or Service Information. Stagnation is a turn-off to both Google and consumers. A website without up-to-date information about your products and/or services leads to consumers leaving the website. Updating products and/or service website pages with new photos, information about new models, or any other new information about your offerings provides fresh content to the consumer (and to Google).

Update Old Blog Posts. You might think, “I thought you said fresh content involved more than blogging! Why are you talking about blogging?” Yes, we did.

This option is not about creating a new blog entry. You might have an older post that can be updated due to new research findings or advances in technology. For example, if you wrote a “How To” post a few years ago about software, it’s very likely that blog post is now outdated. Consider updating the blog post with the new information.

While producing blog posts on a regular basis does have a big upside, it can sometimes be too time consuming. The ideas mentioned above for adding new website content to your site without blogging will fill in for those times you cannot blog.

Updating your site is important, but don’t do it solely to improve your Google rankings. Your business serves people, not algorithms. Always write for people first, and you will be well on your way with content marketing.