Where is the great web content? That's the question I asked in last week's column after sifting through the sorry array of stories from the content provider my organization pays to churn out supposedly enticing copy. All too often it seems we settle for bland, generic information or rehashed newswire copy.
Want to spice up the content on your site? Here's a secret you probably already knew: The best copy comes from you, the organization posting the site. It's just not that hard to generate great copy. In fact, with a little imagination, you can have a site chock full of "sticky, great reads" without shelling out to a hit-or-miss content provider. Here are some ideas to get you started.
Don't think you have the time, inclination, or talent to generate original content yourself? In upcoming pieces, I'll discuss how to hire and work with a freelance writer or, better yet, how to hire inhouse marketing people who can actually write decent copy.
In the twenty-plus years that I've been hiring marketing people, I've insisted that great marketers online or offline must possess outstanding writing abilities. These skills are also often overlooked when we hire our web site staff. Pity. Without decent writers you run the risk of a dry-as-the-Mojave web site or shelling out a lot of money for run-of-the-mill, prepackaged content. Believe me, these aren't the sites that hear the clicks of return visitors.
P.S. Thanks, everyone, for all the useful comments in response to last week's column. I love the fresh ideas. Clearly, great content is being spun by many ClickZ readers.
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Susan Solomon is the executive director of marketing and public relations for Memorial Health Services, a five-hospital health system in Southern California. In this capacity, she manages promotional activities for both traditional and new media. Susan is also a marketing communications instructor at the University of California, Irvine; California State University, Fullerton; and the University of California, Los Angeles.
December 12, 2013
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