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Content Is King. It's Also a Commitment.
By Brody Dorland of Something Creative, Inc.
During the development of a website content strategy for a recent client (let's call them Big Gorilla Promotional Products), we felt compelled to include an opening disclaimer that read like so: "Your Commitment - Many of the tactical elements included in these proposed strategies will require ongoing support and internal creative resources. If those resources are not committed to the ongoing development of these items, then it is best that they aren’t implemented at all. But know that if this strategy is not implemented, site design will be the only thing that sets you apart from your competition. And that may not get you very far." On a daily basis, us website designers are asked to develop high-quality websites that will significantly elevate our client's online presence and their customers' user experiences. While all well and good, you, as the website owner and operator, need to understand that fresh, engaging content is the piece of the puzzle that will keep site visitors coming back. And it is vital that you make the commitment to providing that content on a normal basis. What is a normal basis? For some companies, that may mean daily content updates. For other small businesses, daily content updates might be overkill. The important thing is to know your audience, your industry, your marketplace and your competition, and introduce fresh, original content on a consistent frequency that will keep your visitors wanting more. Getting back to the Big Gorrilla...We think that they understood our disclaimer. Knowing their internal resources (personnel, time and money), they only implemented the content strategies that they knew they would be able to handle consistently and we believe their new website will be better off in the long run.
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Contributor's Note
Since receiving degrees in Public Relations and Marketing from Kansas State University, Brody has worked for both advertising agencies and corporations creating award-winning, integrated marketing programs for companies in a variety of industries. Today, Brody manages Something Creative, Inc., a Kansas City-based virtual marketing and interactive agency offering creative marketing services to small and mid-size businesses throughout the U.S.
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This intel first appeared on: http://www.somethingcreativeinc.com/news/content-is-king.asp
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