Are you creating evergreen content? Evergreen content is content that has an unlimited shelf life.

Ideally, you wish to create content that is rising the Google search engine rankings. It takes a long time to get your pages ranked on Google.

If you are producing content that is helpful to your prospects, then your content is always helpful.

The longevity of most content, particularly if it is not related to a short term sale or a season means that many of your website pages are solving customer problems for a long time.

Inbound marketing is the process of using content to guide your prospects down the sales funnel on your site. It's the process of attracting people, then engaging them with useful content, and converting them into appropriate actions and offers.

Finally the process of then delighting them by actually having them as customers.

75% of HubSpot's blog views and 90% of blog leads come from old posts.

(HubSpot, 2014) (Source: https://www.hubspot.com/marketing-statistics)

The first step it to always make sure you're answering people's questions, providing content that is relevant to the people coming to your website. Engaging, entertaining, educating, visually attractive, strong content, not just wishy-washy words on pages.

Keyword focused, making sure that you're going to capture people's attention, I guess. If it's content that you're posting on social media, with a link back to your website, making sure that visual is strong, with really catchy headline

I think that's critical. If you're going to get ROI out of inbound marketing, you have to create content. Make sure that content is evergreen then you can use social media to post the content to the world on a regular and consistent schedule.

The reason why we now have to take this on board and embrace it is that the world of sales has completely changed.

47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.

(Demand Gen Report, 2016) (Source: https://www.hubspot.com/marketing-statistics)

The consumers have all the power. They're the ones who can read the websites, discover, and learn what's out there all the websites of the world.

As business people, it's absolutely part of your job now to create content and provide information to the customers via your website.

Most importantly, you've got to go ahead and go through the process of creating content for your website. If you want to get ROI, you've just got to do it.

Let's put that into perspective. It's all well and good to say, "Let's create content," but let's talk about actual volumes of content. We're not talking about a page a month, a blog a month. We're talking about a blog a day, making it evergreen means the investment last for a long time.