Maintaining a good balance of stock and flow content is crucial, for many reasons. It can help improve brand reputation, help marketers target different areas of their audience and establish brands as publishers in their own right.
Let’s not get ahead of ourselves though! First, let’s look at the differences between stock and flow content. Stock content is timeless, durable and boasts enduring relevancy. Flow content is timely, fresh and of-the-moment.
Imagine the red line represents stock and the white lines represent flow. The two must be used in conjunction for best success, allowing marketers to simultaneously reap the respective benefits.
What’s so great about stock content?
It’s the gift that keeps on giving. Stock content drives steady, continuous traffic to websites; providing guidance and education that will be as relevant in six months’ time as it is now. It supports any long-term brand strategies, too and creates lots of content-rich pages for Google to crawl – which can only benefit brands’ traffic/rankings.
I still need flow content though, right?
Absolutely... flow content helps keep brands in the public eye on a day-to-day basis – particularly through the publication of fresh industry news and updates on the various social media channels. These updates can create social signals too (such as shares, RTs and likes) which again can boost traffic/rankings. What’s more, flow helps brands engage with their fans/followers and allows them to take advantage of the Query Deserves Freshness algorithm favoured by Google. Basically, it keeps brands hot!
Used in conjunction, stock and flow content helps brands effortlessly reach prospects at different stages of the buying cycle.This partnership helps steadily build the brand’s reputation as a publisher of high-quality, valuable content; all the while keeping it firmly in the public eye.
The pair are great apart, of course - but to get the best of both, using them together in content marketing strategies is the best way forward.