Aaron Wall wrote a great blog post recently about content development. The post answers the question about whether you should include certain content on a blog post or on a static website. It’s a question worth answering, and I like the answer that he gave:

But if your site is real and you aim to create a real brand your best content needs a permanent home, and should be set apart from your average blog post.

Blogs are great ways to market your business, but don’t get caught up in the trap of writing content for your blog that takes all day to write. Blog posts are better off being used for quick-to-market information. The here and now of marketing. If you have detailed information on a topic that you want people to be able to reference for years then it’s better off on a static website where it will garner long-term attention from search engines and people. Blog posts don’t really do that.

Even better than the above-quote paragraph, Aaron Wall concludes his insight with this summary:

Average content with an aggressive launch and great marketing outperforms great content with no marketing.

This is an exemplary truth of marketing of all kinds. Even off line, for years, marketers have been successful positioning mediocre products simply by marketing them effectively while more innovative and useful products went by the wayside simply because they could not be marketed effectively. Online, the principle still holds true. If you want to succeed, you’ve got to be good at marketing. Blogging is just one slice of that pie.

Caroline Melberg
Melberg Marketing
Blue Chip Marketing Tips
Small Business Mavericks

Tags: Blogging, content development, Internet marketing, small business marketing

This entry was posted on Sunday, May 25th, 2008 at 7:52 am and is filed under Blogging, Integrated Marketing, Small Business Internet Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.