: What to Publish on Your Website: Content Development by: John Simms Many businesses want a simple website where they tell people what their business is about, some information on the products they offer and a means of

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What to Publish on Your Website: Content Development

by: John Simms


Many businesses want a simple website where they tell people what their business is about, some information on the products they offer and a means of contacting them.
However, content is vital in the growth of your Internet presence. Information is your asset and all you need to produce it is the knowledge you attain over time.
For some, they simply don’t know where to start. Here are some things to consider that could lead you to providing great content and a value-adding website.
1. Write what you know
Knowledge is power. Post articles to your website that show that you are well informed in your industry. If you can position yourself as an expert in your industry you can boost perceived credibility of your business on the whole.
2. Entertain
Everyone likes to be entertained.
For example, if you are marketing African tours, you might publish photo galleries or post stories on the African people, travel tips, the climate, etc.
3. About Your Business
Are people interested in the current happenings in your business? Post news items on your website. Eg. “New branch in Gauteng”
4. About Your Product
What do your customers often ask you about? What are their uncertainties? If you offer a “complex” product, which requires much learning on the part of the consumer, a website is a great place to teach them! This in mind, you might not want to be too technical in your copy – tell them about the benefits, not the features.
A great way to clarify uncertainties is to publish a “Frequently Asked Questions” or a “Q&A” section.
5. Back to the Plan
Take a look at your marketing and / or business plan – what goals are you trying to achieve and how are you trying to position yourself in the market place?
6. Watch your competition
6.1. What are competitors offering through their website that you are not?
6.1.1. Determine why they publish this content, then think of ways that you can improve it and use it on your website. Don’t copy – enhance.
6.2. What are you offering on your website that competitors are not
This raises two questions:
6.2.1. Is the information you offer really satisfying? Does it need to be there?
6.2.2. And, if the information does give you a kind of competitive advantage, how can you capitalize on that?
7. User Behaviour
Consider your Internet market – what do they do on the Internet.
7.1. Do they like to communicate with other Internet users about your industry? Consider having a forum on your website where you can allow website visitors to do this

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