Lee Odden writes, "For many, the creation of a web site is a one time event with minimal updates. Marketing budgets are tight and companies are frugal."
I run across this all of the time. New clients don't yet understand that the way they built their first website back in 1998 is not the way websites are built today. I don't blame clients for still holding this thought, after all, their business is to run their business. Our business is to help their business and to keep abreast of all of the changes in the interactive world. Well, the need for a "living" website is one of those changes.
Beyond the benefits to your SEO efforts, fresh content on your website engages users and increases your conversion rates. Better yet, it gives your company a personality that people can connect with. 3 years ago I never encouraged clients to set up blogs because I knew they would never write anything. Now, a blog is mandatory for IMA's clients and we do the writing. Our client's behavior didn't need to change. We needed to change. In the end everyone benefits.
And today, with the rise of social networks, creating content is a must. You can no longer build a new site and walk away. The day your site goes live is Day One of a long journey. But, if done correctly, it's a long, fun, profitable journey.