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Content is King. It is Also a Commitment.

By: Brody Dorland at Allure New Media, LLC

Submitted on Sun, Feb 3rd, 2008 1:13 am

During the development of a website content strategy for a recent client (let's call them Big Gorilla Promotional Products), I 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, website development firms 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.

About the Author

Brody Dorland
Allure New Media, LLC
Since graduating from Kansas State University with a BA in Public Relations and a Minor in Marketing, Brody has worked on both the marketing-agency side and the corporate side creating integrated marketing programs for companies in a variety of industries (financial services, consulting, commercial real estate, water/wastewater, building products, automotive, food and information technology). As the president and creative director of Something Creative, Inc., Brody provides small and mid-sized businesses with high-quality, creative marketing services at very competitive rates. Something Creative's services include strategic planning, branding, graphic and web design, advertising campaign development, search engine optimization, internet marketing and copywriting.

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