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One bit of advice you'll read over and over about business websites is that "content is king". Whether this is true or not is debatable, but most marketing and web advisors agree that content is very important. Great! But how do you get this fabulous, important content that surfers are looking for?
Most businesses assume that they can create it in-house. Not a bad idea. After all, they would be writing about their own subject. That shouldn't be so hard. Should it? Well, very few of us are natural writers; able to turn any subject into scintillating prose that our public will eat up. Even for those who are able to do this, do they-- do you--have the time? And what's your time worth?
Quality content is expensive to create. For your website to be a useful marketing or sales tool, the cost of delivering clients must be low enough to make it profitable. A difficult balancing act.
There are a variety of ways you can "develop" content for your website, which don't include huge expenditures of time or cash, including the following:
COMPILE and CONDENSE In general, people prefer to read short, sharp copy on the web. (Articles like this one are one of the exceptions. :-) ) If you have content in other formats, summarise it. It's far cheaper than creating content from scratch.
Also, you can summarise content from other web sites or print media. It's true. Under copyright law, you CAN use other people's material, using the principle of "fair use". To see how to do this, read the newspaper and trade magazines. They often are 'reporting' on someone else's information. You take some of the material you want to use directly as quotes, and write your own commentary around it.
CASE STUDIES For a company whose business is problem solving, case studies can provide tonnes of interesting content. Writing up a case study is quite simple. Do it in three parts. 1. The situation the client faced. 2. The solution you proposed and implemented. 3. The results your client received from your solution. There's no need for fancy prose. Just the facts ma'am.
There is no less expensive content than a link. Some websites gain all of their popularity through their links. In fact, that's all search engines and directories are, just huge collections of links.
You can build a large collection of hard-to-find, spe******ed links, exclusive to your industry. This will make you a resource for those looking for the websites you link to.
The downside is if someone is coming to your site to search for a particular website, they will soon be leaving your site to visit the link. You need to make the rest of your site intriguing enough to keep these searchers with you.
The best kind are reciprocal links, where you trade links with other websites who attract the same sort of traffic as you are looking for. Think of it as a form of barter. Some advisors tell you not to link to your competitors. I disagree. Your competitors' websites are the ideal places to exchange links with.
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