While most of what we focus on at Methodic Content is about content marketing, which generally means the consistent output of new content, long-form, short-form, social media, blogs, videos etc we can’t forget about the other type of website content.
Blogs are what we refer to as dynamic content. Places that people can go on your site that are updated frequently with new information.
But the other content is static content. This is everything on your website that’s designed to be there permanently and will rarely change, like a homepage, an about page, or a staff introduction page.
These types of content need to be treated differently because they serve very different purposes.
Dynamic Content Needs to be Consistent
It is critical that your dynamic content, whether it’s your blog, your events page, or on social media, is updated regularly.
The purpose of static content is to demonstrate the essentials of what you do, and it shouldn’t change often. But your dynamic content, the fuel to your nonprofit content marketing is supposed to be refreshed. These might be posts about your project progress, the educational content for your subscribers, or stories from your volunteers. This will help your website, and your organization appear active.
Similarly, if you have an event calendar on your website it should be updated, or have content on it at least. It is completely unnecessary to have an event calendar if you only have 1 or 2 events in a year. It’s a waste of space and website resources, and actually will make you look less active because the calendar will be mostly empty. If this is you, you should have a static page with a couple of dates of events and links to more details.
I know you’re doing tons of work, but having a blog or events calendar that looks stale will adjust how people see you. It’s the equivalent of having a bike in your living room collecting dust if you’ve been going to the gym all the time. Your guests would think you’re lazy. But if you didn’t have the bike, they wouldn’t think anything of it.
Static Content Should be Refined and Edited
This should go without saying, but your static website content needs to be perfect. There’s NO reason you should have typos or mistakes. Static content is going to be seen by thousands and thousands of people visiting your website because it’s the same no matter who visits or when they visit.
I’m not saying that your blogs shouldn’t be free of mistakes, but similar to live video, the expectation is that it’s not 100% perfect. Blogs can be slightly more casual, can be written in a personal tone from a specific author, and don’t necessarily have to follow all grammar rules all the time. Don’t be sloppy, but the pressure isn’t on like it is with static content.
So read over your homepage and about page, strip out any unnecessary words and sentences, find an editor, or at least another set of eyes, and go through it with a fine tooth comb. These pages are your introduction and your fundraising pitch, so they shouldn’t be left up to the volunteer or design agency you had set up your website.
Static Content Serves Your Core SEO
While search engine optimization (SEO) isn’t generally the main focus of many small nonprofits, even a basic understanding can be very beneficial. For example, if you’re offering summer sports camps for kids in low-income families you will definitely want to show up in Google if someone searches “inexpensive summer camps” or “kids sports camps”. Using proper keywords on pages can help this happen.
Each static page on your website should contain 1 or 2 similar focus keywords and used multiple times throughout the page. So if you have a page promoting your summer camps, you should use the phrase “kids sports camp” in the title, the first paragraph, a heading or two, and a couple of times throughout the page if it’s a bit longer. This will help Google to know what the page is about, and to show it if people search for that phrase.
The difference with dynamic content is that it usually isn’t focused on SEO, or if it is, it’s very specific “long-tail” keywords. An example of a long-tail keyword might be “how to teach my kids about sportsmanship”. You might have a great article that answers this question, but it’s not necessarily essential to what you offer and therefore the phrase won’t show up on any of your main website content. This is the extent of how dynamic content will play into SEO, or you might forget about the keywords altogether and just create content that will be useful, helpful, entertaining, or educational.
Both Should Have a Goal to Lead People Somewhere
For every page and blog on your website, you should have the desired action that you want the visitor to take. For static content, it’s usually getting them to learn more about your mission and then eventually get involved in some capacity. For dynamic blog content, the process might be a little bit slower and you just want to get them to subscribe, or follow you to start building that relationship. You can even offer them something to get them to take an action, but in any case, you should be guiding your visitor to something – which is likely different in
If someone is on a page of your website and they don’t clearly know what action is the next step, you need to rethink what’s on that page or whether that page is even necessary.