The Stirring New Case for Web Content in 2012

Whiteboard sketch of potential types of website contentAnne Handley’s article Why Content Is Still King When It Comes To Lead Generation is a great way to sound off in the New Year–if you’re me. She’s retrofitted the dusty adage, “Content is King,” with an ingenious new hook–“Lead Generation.” She’s right—content IS king and that hasn’t changed.

The challenge for content providers like myself, as well as marketers and web developers who upsell content services,  is how to frame a fresh argument for building remarkable content. The upsell has to be stirring enough to appeal to those business owners  who still balk at any type of content other than the most boring and basic–Home page, Products, Services, About, Contact. This article by Handley provides some momentum, all the better since she’s published it on Entrepreneur–pitching the perfect audience.

If you’re the business owner that only looks for the most basic content, the due diligence of website text, then read the article… Handley describes a pool and spa business owner who’s taken the “content rule” to heart and leveraged the hell out of various content vehicles to make his services and KNOWLEDGE totally unique in his market–he’s left “pool companies” in the dust. And he’s willing to credit content with helping reposition his business and helping to ensure its continued growth–THAT’S powerful business and the way to use content.

It’s a brand new year. Try adding a case study or two to your business site: client/customer before and client/customer after; here’s the problem, this is how we approached it, and these are the solutions we provided.

[my New Year’s resolution is to start creating my own visuals and stop giving iStockphoto my money–therefore the lo-fi whiteboard sketches. hopefully practice makes perfect… at least, better]

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