Great, Dynamic Content

Everyone seems to be seeking the key to more Web site content. In today’s
information-driven society, great, dynamic content is the key. People are usually
online because they’re looking for something — relationships, information,
products, or services. Content is the way they find what they’re looking for.
Think about it. A decade or so ago, if you wanted to find information on anything,
you had to go to the library or the bookstore to find that information.
Today, finding what you seek is as close as your computer. Just open a Web
browser, type a few words, and what you’re looking for is sitting right in front
of you. Very little information can’t be found online these days.
Here’s what makes one site better than another though. When I’m looking for
information online, I click into and out of a site in the time it takes most
people to take a sip of coffee. That’s because I know exactly what I’m looking
for, and when I don’t see it, I move on to the next search result.
When I do find what I’m looking for, though, I tend to stick around. I’ll read
the article that brought me to the site and then I’ll click through all the articles
that are linked to it, and I might even click some of the ads shown on the
page if they seem interesting. When I’m done, I bookmark the page to come
back later and see what’s new.
That is what good content does for a Web site — it buys you time with your site
visitors and it buys you return visits. If you don’t have content with that kind of
stickiness, the first thing you can do to improve your Web site is to create that
content. Just remember, don’t try buying it from a content broker — someone
who commissions content from writers and then resells it to Web site or publication
owners — if you really want something fresh and new because everyone
else in your area is using the same content broker.