Perhaps you’ve heard the expression “content is king.” That has always been true, and is more true today in the Internet-based 24-7 world we live in. And that content is the foodstuff of websites.

We’ve mentioned how websites are “living documents” and must be continuously updated. But what does this mean? It means your website must be “fed” with new content. This will keep current customers engaged. It will also ensure you have up-to-date content that is relevant. You don’t want your customers reading copy about what you did five years ago (or longer). Sure, you can talk about past accomplishments, offerings, or where you have been, but there better be something current as well.

It’s often hard for our customers to hear that when they hire us to create a website, it is not a one-off project. The initial creation of a website is merely the beginning. It needs to have fresh content regularly added. In a sense, your website company should act as your agency. (And if they don’t, there may be a problem). They should continuously ask you for more content such as blog posts, videos, papers, and more so that your site is truly alive.

Not only does this keep your customers engaged, but it also makes the search engines potentially rank your site higher in search.

Can your one-man, recent-college-grad website designer provide you with the marketing expertise to know what happens after the site launches. Will they spend time refining your message, seeking out new content, and making sure it gets posted?

Conversely, if you are working with a marketing company that is handling your website, are you going to invest the time it takes to actually make your site work? Will you take photos, write articles and blogs, interview clients on video, and feed the site?

If you don’t, you site will wither and starve. You’ve seen such sites – would YOU do business with them?

So be aware that a website is a never-ending, ongoing marketing campaign that is used to keep your customers engaged and informed. And you and your website company must be willing to keep feeding the beast.