One of my all time favorite websites is also one of the ugliest I have ever seen. So what makes this site so great? The content. It is truly valuable. Go check it out for yourself: www.selfpromotion.com. I promise you will spend a long time going over all the information provided free of charge.

I am a big fan of design. I like things to look clean. I like the best content above the fold. I like clear navigation and information broken into bite size pieces. However, none of these things matter if the content is not great. Simply posting your brochure online is not good enough anymore. You have to provide visitors with a reason to visit your site, to come back, and to tell their friends about it. I have been referring people to www.selfpromotion.com for the better part of a decade because of the fantastic tips and articles about search engine optimization. I consistently return and donate to the site. What kind of content can you offer? The options are broad, anything from recipes, reviews and travel tips to white papers, case studies and statistics (watch for my upcoming article about generating your own statistics through surveys).

Many of my clients find the idea of creating unique and valuable content daunting. The good news is that content does not need to be academic, perfectly written and 30 pages long. In fact, it is often better if it is not. You can be conversational and casual. You could even create lists (i.e. "Top 5 Benefits of Going Green"). Just make sure your content is fresh, original, free of errors and be creative. There are oppotunities for great content in unlikely places. Musicians could post stories from the road, backgrounds on what inspired a certain song, or even information about the instruments they play. An architect can review famous structures, share photos that inspired him on a recent trip, or discuss how helping the environment is changing his profession. You are signaling to your visitors that the item being discussed is important. It is also a great persuasion tool for the casual visitor. I am much more likely to visit an art opening if I have had an opportunity to read the artist's biography, a review of the work, and some background on the art movement she is a part of. While the BIG fan may already know all this and not need the in-depth info, you have the opportunity to convert more people to fans before they have even seen the work. If you have an online store, the more information you provide about a product, the more sales you will make. I guarantee it. If you need more guidance, there are professional writers who can help. Drop us a line for recommendations.

Others are afraid of giving too much away for free. "If I tell them too much, why would they buy from/hire me?" While I can understand these concerns, I don't think they should prevent you from sharing. If a landscape designer had tips for desert landscaping or caring for evergreens, many online searchers would find this content very valuable. Rather than providing them with all the information they needed to do it themselves, she has positioned herself as a trusted expert that really knows her stuff. If you were going to hire a landscape designer, would you chose the one that was knowledgeable and wanted to provide you with the information you need to assist you in caring for your yard?

Content is great because it is a win win. Your website visitors win by enjoying your unique content. You win because search engine LOVE content rich sites. You increase your search engine rankings and the likelihood that other sites will link to you. Who doesn't want that?