Content is currency

Saturday, May 07, 2011

We've quoted Mike Berkley's blog post previously in which he said that "content is currency --- companies can print their own, but most don't."  The truth of that statement really struck me today as I was looking at the Google Analytics reports for our site --- especially because of the traffic that one fairly random blog post has been getting.  Several months ago, I posted a simple html/css solution to an issue that I had in working on a customer site.  I thought it was a good solution, and I wanted to share it.  I had no intention of trying to attract search engine traffic, and I certainly didn't optimize the post to attract traffic.

Last month, that post got over 1700 pageviews, all from organic search results on sites like Google, Bing and Yahoo.  Because I took a couple of minutes to write a quick post several months ago, our site is still getting thousands of pageviews a month from folks who otherwise might not have come.  That has real value for us, even if HTML and CSS tips are not really what we are all about. 

But, you may ask, is it really like being able to print your own money?  I think so, but there are some caveats.  Just like being able to print you own money would require a high quality printer and special inks,  having people with valuable knowledge in a position to share it requires an investment in the right tools.  At least as important, though, is the developing the skill and habit of producing content.  Creating good Web content takes practice, and you have to know something worth sharing.  Also, not every blog post will attract traffic, which is why making creating content a habit and an integral part of the culture of an organization is so important --- you never know which posts will attract traffic, so at the end of the day it is a numbers game.

Posted by: Mark Reichard at 7:36 PM
Tags: Content Management


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