You may be at the point where you are ramping up your content marketing strategy for your eCommerce store or site built on WordPress. This may involve posting content on your site via text, video or audio. Here is a tip for you.
Here’s the deal.
When you create a post, no matter the medium of the content, typically it will show meta data either at the top or bottom. Often in the archive pages, it will show it as well. No matter where your customers are, they should see that date either as they are getting ready to click through to the full post or while they are reading it.
Three Important Reasons to Show That Date
First you will need to determine if any or all your posts can be defined as evergreen content, the posts that stand the test of time, that continue to be relevant. But yet, what you might think is evergreen content doesn’t always fit the bill.
Product Releases & Updates
When you are releasing a new product, or simply teasing your readers with what is around the corner, it’s critical that when they land on the post, they know if it was a new release or not. There is nothing more frustrating than seeing the word new in a post title and learning that the product has been out for two years.
Updates to those products should follow the same rule.
This is a personal one for me because I write about so many products. For example, there is nothing worse than landing on a tech article for a product when you are having issues, only to find out halfway through the post or video that it’s talking about a much older version of the product. A good example of that would be a plugin or theme in the WordPress space.
But it doesn’t end there. So many products have new features added periodically. Or maybe how your interface with it has changed. You are reading a post and it tells you about this button on the right. You search for it and discover it has moved, been removed, or renamed. Nothing is more frustrating than this.
Often stores will take a review and turn it into a story by asking the customer to elaborate on their experiences. This is a gray area. Because in some cases this content is evergreen, standing the test of time. But there might be something said in the post that could easily confuse the reader and take them away from the positive feelings you were hoping to convey through the story. As with most things, it’s better to be safe than sorry.
Again, those dates are critical. There may be times that you want to repurpose that content, whether it’s small updates or a complete rewrite. In that case, there might be a time you want to list both the original and the reposted dates.
Selling More Than Products
The thing to remember is that WooCommerce isn’t just about selling products. You may be selling online courses, memberships or services. The same rule applies, and it might even apply more so, the reason being is that you are more likely to have that blog in place to help drive traffic to your site while educating them about the topic you teach or the services you sell.
On Last Tip – Deleting Posts
There might come a time that you discontinue a product or service. You may prefer to remove some of the content completely from your blog. In most cases, you will want to redirect the page. Yoast SEO has a great option for that. The three scenarios will likely be:
- You have discontinued a product, but still have a similar new or old product. Redirect it to that product.
- You discontinued a product completely. Find an appropriate page on your site to redirect it to. It may be your homepage or a category page it relates to.
- On the other hand, you might want to create a custom 404 page. This may be your best bet so you can explain why they didn’t find the product and give them other ideas and options to continue shopping.
- In any case, it’s always best to keep your dates.
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