It's a fact: Dynamic content drives traffic.
In the ancient days of the Internet, an organization's web site could be fairly primitive. Some basic photos and product descriptions, contact information and company background were all that customers and prospects expected. Today, people expect much, much more. They turn to company web sites to research product differences, get reviews and customer stories, read technical information and learn about the industry, whether its robotics software or hiking equipment. Customers want useful, credible and interesting content. Web sites that provide quality content have more traffic, rank higher in search results and get more repeat visitors. Engaging and relevant content also produces better brand recall and increases the amount of time people spend on the site, according to the Content Marketing Institute ("Why is Content Marketing Today's Marketing? 10 Stat That Prove it," August 2016).
What is quality content?
First, it's original. Google and other search engines reward web sites with fresh, unique content, and they downgrade those with content that's reused or scraped from other web sites.
Second, it's of keen interest to the target audience -- prospects, partners and customers. The content should offer useful advice or detailed information that those readers want to know and share. If it's vague, terse or poorly written, people aren't likely to read it, share it or return to the site, and other web sites won't link to the content.
Third, good content doesn't blatantly promote a company's products. People just don't trust salesy copy. As the Content Marketing Institute notes: Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.