The chances are pretty good that you have had your website for a while now. Many business people don’t realize that it isn’t enough to simply build (or have built) your website. The content will just sit there and become stale and stagnant if you don’t take measures to refresh and make it relevant on a regular basis.
Ensuring that your website is relevant
By now, you probably have a brand that is well-developed and quite sophisticated. One thing that you need to understand clearly is that your brand, which you have made such an effort to develop, must be relevant at all times. If that doesn’t happen, you won’t get anywhere in business.
If your online presence content isn’t relevant, there are many other businesses who have relevant content and other people will choose to connect with those businesses instead of with yours.
Interestingly (and, perhaps, sadly) relevance seems like a vague, unobtainable concept to many people. However, one thing that is certain is that it is critical to your business’s success.
Relevance is not something that you are either born with or not. It is something that you can work to build and achieve. There are certain specific steps that you can follow to achieve relevance for your business if your brand and offerings are not relevant at this point.
Another extremely important side effect of relevance is how you will hopefully rank in the search engine pages. For all of those reasons, you should give some serious thought to making your business as relevant as you possibly can.
Develop a client persona
The fact of the matter is that not all of your content will be relevant to every person who reads what you are posting. That is exactly why you need to choose your target audience extremely carefully. If you do that, you will have the best chance of your content being relevant to the people who are reading what you are posting.
One of the mystical qualities of relevance is the fact that relevance never stays the same over time. It is constantly evolving (or, at least, it should be). So, your business can be relevant one minute and then it can be irrelevant the next. That puts a great deal of pressure on you as the business owner but it is certainly not an exercise in futility. It is an exercise that will certainly pay off in spades for your business.
The fact is that relevance is not nearly as elusive and ethereal as you might perceive it to be. It is an extremely important and dynamic part of your business. It is one of the building blocks of your business’ foundation. It is important for you to include it when you are designing your marketing strategy because it will be very instrumental in your success. It is essential for the business owner and for the target audience member.
When it comes to your website, the design is extremely important but the relevance has a much deeper significance than the design has. You can always switch up the design if you want to. However, relevance must always be there and although your website content must always be relevant, how you continue to allow it to evolve is up to you.
In short, you try what you think will work and if it does, great. On the other hand, if it doesn’t work, you will have to try something else. Your client persona is very important for your business. You must cater to the people who will help you to grow your business. Having a persona in mind and developing it in a detailed manner is really what you need to do.
Give your target audience members what they want and need
It is very important that you have a clear understanding of what your target audience members want and need. That is exactly why your content needs to be relevant. It needs to be relevant to them. Otherwise, exactly where are you going to go with that.
Of course, you need several different elements that work together in order for your business to be a success. However, being able to wrap your mind around your clients’ needs is at the top of your priority list. A part of this is choosing the appropriate and most effective keywords and key phrases. That is how other people will search and find you and your business. You need to make sure that they are extremely relevant and effective.
Your content must always be relevant to you and, more importantly, to your target audience members. If you don’t have relevant content, your business will be finished before it has a chance to start. Your goal is to make sure that your content is read, understood, and embraced thoroughly. Content is the tool that you use to connect with people but relevance is the underlying theme for your business.
Carolyn T. Cohn is the Chief Editor of CompuKol Communications. Mrs. Cohn has a wealth of experience in managing people and projects. She has run several editorial departments for various companies. Mrs. Cohn has 25 years of editorial experience and her expertise covers a wide range of media, such as online editing, editing books, journal articles, abstracts, and promotional and educational materials. Throughout her career, Mrs. Cohn has established and maintained strong relationships with professionals from a wide range of companies. The principle that governs her work is that all words need to be edited.