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It is often said that content is king – but up-to-date and relevant copy is even better.

While there is a lot to be said for a website that is rich in delivery, returns and product information, if this content is not as new and relevant as possible, it is a waste of time being there.

The same can be said for outdated content marketing efforts. If your SME's site has a news feed and blog, make sure they are updated at least once a week, if not more. A consumer who clicks on articles or blogs does not want to be faced with stories and comments from weeks ago. This makes your small business appear as though it cannot be bothered and is lagging behind your rivals.

As the ContentPlus Anatomy of Content Marketing infographic explains, having a blog on your website can boost visitors by 55 per cent, as well as attract 97 per cent more inbound links than sites that do not have this type of content.

In addition, 70 per cent of people prefer learning more about a company through articles, rather than ads. By regularly posting social media comments, news articles, features and blogs, you will enjoy more opportunities to engage with potential customers and let them know and understand what your SME is all about.

Fresh website content includes delivery information

While content marketing is a cornerstone of a successful internet business, static website copy also plays an important role.

A new comScore infographic entitled What Factors Influence the Online Shopping Experience? shows that more than half of shoppers would recommend a brand to a friend and spend cash there more often if it had an easy-to-understand and flexible returns policy. Such information should be prominent on a page and updated should any of its terms and conditions change. Customers want to feel in the loop and not 'tricked' by outdated delivery and returns services.

Informative product and service landing pages should be included in your small business's content marketing plans. Not only do these help increase consumers' knowledge about what you offer, but, optimised correctly, landing pages can help boost your search engine rankings.

Further small business online retail advice can be found here:

M&S: Websites and multichannel are our goals

Why does my small business need to have a content marketing strategy?