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.