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We are looking at reviews as one way but are there any other types of content that will make an impact on :
2. spider food
How about the history of guitars? If you can prove that you are an authority and know all there is to know about guitars then maybe people will trust your site even more.
Also, you may find that people will link to this guitar history page. The keywords are also good for additional placement in the search engines.
But in my experience those who come in through history pages are only after information, not the product. (I'm in collectables / giftware)
The one thing it will do is reassure customers who are unsure, if they see that you really know your stuff then why risk another site that doesn't have the closeup pics and detailed descriptions?
I came accross a good one while researching webdesign firms. http:*/www.37svn.com. I wouldn't make it quite as personal as they do.
blog ... good idea ... but a bit too folksy
perhaps a "news" section better?
Blog is just content management - nothing more. The rest is presentation. You can call it news, call it a blog, whatever. Don't forget though, that people like it when a company gets off its pedestal and gets "folksy".
all these things require constant management
any idea on how to get other people - like customers - to give the information to you?
Content always requires some management; you fix errors, you update, etc. But so does product.
If you want to promote contributions, how about a message board?
If you aren't into the blog idea, you might not like this one, but... take some really devoted customers - there's usually a couple who adore what you do - and make them authors on the company blog. You wanna talk about making someone feel like a million $$ and guarantee that your praises get sung to family, friends & strangers? Bam.
You can keep some control over the content too. At least with MT, you can vary permissions; if you want editorial control, for example, the author could save in draft only, and then you could review and publish.