Building Business Content 101

Have you overlook the basics?

[HyperGeek]

I really want to breathe some more life into this thread/subject --- [webmasterworld.com...] --- so here's a few more types of content you can add to any business site to beef it up a bit.

Business sites can sometimes be harder to get original content for - especially in highly competitive markets. The following may be seen as filler content, but it really is standard for most business to launch with the following "must have" material on their site(s).

A three-pronged business-oriented content attack:

1. Press Releases

Suggestion: Minimum 3 pages - 1 index page & 2 releases.

There's a site called PRWeb and it's great for distributing your press releases for free - you can just look at one of the PRs listed on the site and copy the format if you don't know how to write one properly. In some cases, you can even get an inbound link from posting a PR on there.

TIP: You can always write two releases from the start a) RE: Info about your product, services, ect., b) RE: Launch/Re-Launch of your site.

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2. Press Coverage

Suggestion: Minimum 2 pages - 1 index page & 1 article/review

Articles and reviews written by other sources about your site/product/services. These are significant sources of info on the quality of your product - and anyt positive write-up may be the deciding factor for a prospetive client.

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3. Media Kits

Suggestion: Minimum of 6 pages. 1 index, 4 pages of material, & one download page.

This is positively necessary on site that offer outsourcing services, advertising, affiliations and wholesale info. Provide 1) a mission statement, 2) services & rates, 3) contact info, & 4) a brief history of your company. Make all of this info available in two downloadable formats as well (besides the web-based version): a word file and an acrobat .PDF file, and then create a download page within the Media Kit.

Any other suggestions?

[edited by: HyperGeek at 8:14 pm (utc) on June 7, 2002]

[Tapolyai]

Althought I do not know how well it went for others, but after I made a $10 donation, the press release was only viewed 16 times in 20 or so days.

That is extreemely disappointing, because for a bit more I could have purchased advertisement somewhere.

I personally will not use them yet. Maybe in the future with their RSS feed this will become a useful tool, until then I will stick to the old fashioned paper press release to the editor.

[fathom]

Testimonials, third party industry reviews.

What is your track record!

Policies including (b2b and b2c) privacy, trust, security, fulfullment, customer service and support, returns, and copyright

What if you "the company" makes an error, what is your resolve?

My pet peeve though - email responses. Don't know how many emails I've sent to enquire about a product or service - and never, ever got a response. Auto-responders just don't cut it if your serious about taking "my money"!

In this case "corporate turn-around"!

[pleeker]

The issue with most of the types of content listed is that it really requires the client to be on top of their game to continue posting these types of content on a regular basis; e.g. - if I visit a site and see two press releases that are 8-10 months old and nothing newer, I won't be impressed. Same with newsletters, etc. -- you can make the argument that it's better not to have a newsletter on the site than to have one from Fall 2001, for example.

On the other hand, we've had one client who has been terrific about creating and maintaining a monthly "Spotlight" section of their site. The client uses this to feature or profile customers who are using their product, or to announce an upcoming event or competition they'll be involved with, and things like that. Because they're committed to making sure this content stays fresh, it's been a great way to bring repeat traffic to the site.

[HyperGeek]

I'll actually dump a prospective client lead if they show no interest in upkeep.

There's no way I can help their site reach a satisfactory level of commerce or otherwise without fresh content added, at the very least, monthly.

Most clients, however, are more than happy to supply articles and newletter copy for me since I usually take on fairly proactive companies.

[JamesR]

Any scientific studies favorable to product or service.

[Even_Steven]

Blogs are a great way to add content. Create a blog section on your site, and link it from your homepage. Anytime some interesting thought hits you, type it into your blog.

Actually, Blogs are a great way to create a "News" section for your site. If you can fit it on your homepage, that would be better. I always find myself revisiting a few sites, just to read the latest news. If you know your specialty well enough, you should have no problem finding out the latest news.