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Frequency and scope of content and site updating

The frequency and scope of site updating will vary for different types of content and services.

The moment an e-commerce system is live it will require updates to the content and 

services. Different types of content will need to be updated at different frequencies, and a 

different approach will be required for each. It’s most important that product and service 

information is kept up to date, particularly for transactional sites where pricing and availabil-

ity change. Integration of systems is required to achieve this, with the ideal approach being 

automated update of availability information and single entry of new products and pricing 

shared across different platforms.

Content to support content marketing will need to be updated regularly to encourage 

return visits to the site, and amplified through social media, thus helping to increase visibility 

of a brand within the search engines. Companies that manage this effectively have a content 

or editorial calendar similar to that a magazine would use. They also use different tools to 

share content across different social networks to maximise the impact. Figure 12.3 shows 

the approach we use on Smart Insights to support content sharing across the main social 

networks while minimising the resource needed. We aim to publish two to three posts daily 

as a target, balancing advice and updates on major developments in digital marketing. These 

Figure 12.3

An example of a content sharing process and tools for Dave’s site SmartInsights.com

1. Regular blog

posts on hub

4. Facebook

page

Posting from other

apps may affect

Facebook EdgeRank

Track through

Facebook

Insights

Automatic

update through

Networkedblogs app?

Can track all shares including

Twitter through common

URL shortener e.g. bitly

Automatic feed with

Twitterfeed.com

plus manual interactions

Automatic feed

to Google’s

Feedburner.com

includes analytics

Increase visibility of posts

on site through including in

relevant sections of

site through tagging

Select most popular

content for daily/

weekly/monthly

enewsletter.

Automate?

Track with

Google Analytics.

Use Linkedln Page Insights

for stats. Google+ doesn’t

currently offer stats for

company pages

Automatic update

through Linked In App

no longer possible.

We recommend Hootsuite.com

for sharing updated across

multiple social networks with

Google Analytics campaign

tags added

2. RSS Feed

3. Company

Twitter

6. Email

Newsletter

5. Linkedln or

Google+ page

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