The Content That Feeds Your Supporting Websites

Creating a supporting website is only the beginning. It needs useful information, a clear subject and a reason for people to visit.

In Episode 4 of the Local Business Visibility Podcast, Emily asks Barrie Evans how original articles, videos, podcasts, case studies and carefully selected content feeds can keep supporting websites useful and active.

Making better use of genuine knowledge

A business does not necessarily need to create an entirely unrelated piece of content for every platform. One useful subject can be developed as a detailed article, video, podcast discussion, frequently asked question or shorter social post.

This does not mean copying the same article across several websites. Each item should have its own purpose and be adapted to suit the audience, platform and role of the website on which it appears.

Topics covered in this episode

• Why supporting websites need an ongoing supply of useful content
• How one subject can be developed across several formats
• Using articles, videos, podcasts, case studies and customer questions
• How content feeds can bring recent material into relevant pages
• Why permanent page content should support every automated feed
• Using trusted external sources without making a website look random
• Deciding what belongs on the main website and supporting properties
• Avoiding copied, weak or overly promotional content
• Creating a manageable publishing schedule

Barrie also explains why every content source should have a clear reason for appearing on a page. Automated feeds can reduce manual work and display recent information, but they should support the website’s original content rather than replace it.

The objective is to create a connected supply of useful information that gives each supporting website value of its own while reinforcing its relationship with the wider business.