The Virtual Wire

Content vs. community, which one is king in '09?

As you focus on 2009 are you wondering how to make your business more profitable, or even just sustainable?  What's your strategy for driving traffic to your site and then converting them into repeat readers or buyers?

That question got me thinking about my website content and my social media activities.  So I googled "content is king" and went through almost all of the compelling titles.  My goal was to listen to the conversation out there on what constitutes good content.  I wanted to learn from the experts.

The internet has revolutionized the way we communicate and interpret what is of importance, it also has a lot of "noise" and you really have to be still to hear what makes the most sense. 

So what's the consensus on what constitutes content worthy of the kingly throne?  

New Thought:  There was one that was very insightful suggestion that did not repeat in my reading, but is highly relevant in this age of Social Media:  "*community* will trump content in almost all cases".  That quote was in 2006 by a commenter on the webmasterwork.com's blog post.  User generated content-Social Media (Myspace, Facebook, Twitter, etc.) is having the greatest impact on business outcomes.  Take a look at the Obama campaign, the list could go on, but the point is made, that when the user or readers of your content are able to comment, and drive the content, then a conversation happens.  When we can invoke a conversation then we know we are providing the content that the reader wants to see and hear.  It's two way. 

My conclusion:  A great article on your site doesn't mean as much if it's never read, downloaded, forwarded or used to impact someone.

Here are some ways to ensure that your content doesn't get dethroned (full links to articles are below):

What's your blog?

I had no idea blogging was so important. I went to a meeting some time ago, and one of the workshop presenters said that people would start introducing themselves by giving out their blog information. And, I’m finding that to be true especially on Twitter. On Twitter people aren’t asking about your website, but wanting information about your blog. It’s kind of like how we talk about people not asking what is a VA, but who is your VA.

So, if you don’t have a blog, consider starting one. There's no risk involved. Your blog can be about you and/or your passion. I have a blog all about my interest in things nonprofit. The most important thing to remember is to be consistent. If you are going to write weekly, make sure you do so. To help you drive traffic to your blog, be sure to add your blog address in your signature line. This is a great marketing tool no matter what line of business you're in.

Blogging is a responsibility; so, be faithful. In the end, you’ll reap many rewards from building new relationships, to increasing your visibility, to just having an awful lot of fun!