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Websites have come a long way, not just in terms of design and technology, but also in their intention. A few short years ago your website was just an extension of your offline promotional material. You had a bit of an introduction, a few pages about your services and contact page, and you were ready to go. That would do for a few years, after all, your services don’t change that often right?
These days you really can’t get away with that kind of static approach to web publishing. Websites aren’t brochures anymore. They are resources, communities and communications channels that are updated on a regular basis.
Why is content important?
Website content is important for several reasons.
It drives visitors – Search engines love text content, the more good, unique and relevant content that you have on your site, generally the more visitors you can expect search engines to be sending you.
It encourages links – Great content encourages people to link to it. Try to develop your site as a ‘resource’ offer free information, stats and tables, guides and tutorials. The more useful content that you have the more sites that you will find will be happy to link to you – it is these links that send traffic and will also increase search engine rankings.
It ensures return – Better quality content encourages return visitors, the more people return to your site, the more likely they are to buy from you.
It strengthens branding – Great content will help to strengthen your brand and brand recognition. Not just through search engine rankings, but also through word of mouth and referrals. People are not only going to be talking about how great your products and services are, but also how useful your site is and how their friends and colleagues must go and take a look at it.
It creates trust – Writing on your area of expertise is a great way to demonstrate how much you know your topic. You’re more likely to buy from someone that is knowledgeable and generous with their expertise right?
How can I develop content on my own site?
Okay, now we’ve established that content is important and vital for commercial sites, but how do we go about creating a content development strategy of our own?
Below we have put together a list of tips on how to go about developing a content strategy for your own commercial website.
Some examples of corporate content ideas in action
Best Western – The On The Go With Amy travel blog.
Dell – A good example of FAQ pages
HSBC – The HSBC business network connecting businessmen using blogs and forums.
Nike – The Loop’d community connects extreme sports fans.
Office Furniture Express – The 6 coolest offices.
OfficeMax – Elf Yourself
Phillips – Shave Everywhere
Shock Absorber – The Shock Absorber sports bra. A product aimed at women with linkbait aimed at men!