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As a webmaster providing information content to an ever-growing Internetaudience, you should become familiar with the expression, "Content is king!" Thereason is because once youve spent time and money building your audience andclicking off major hit counts each month, content is the one thing that will keep yourvisitors loyal to your site.When I first heard that expression I disagreed: In the new media realm of theInternet, I believed content was secondary to web site design, ease of navigation,loading time, and a half-dozen other technical aspects. Thats not completely true. I have learned that what you present on your site is atleast as important as how you present it (and how often), if you expect to give yourvisitors a reason to come back time and time again. The good thing is that in todays Internet world, content is readily available. Onlinesyndication firms like iSyndicate.com [http://www.isyndicate.com] andMoreover.com [http://www.moreover.com] allow you to download JAVA scriptor similar HTML code for free that automatically places fresh, daily updatedcontent on your site.But as the Internet matures, carrying somebody elses content and having yourvisitors redirected to other web sites to read that content may not be enough tosustain loyalty to your brand any longer. For instance, one thing web advertisers arelooking for these days besides a mega-hit count is the amount of time surfers spendon your site. You may get 120,000 visitors a day but if theyre only staying 2 or 3minutes, thats not as valuable to an advertiser as a site getting 76,000 hits per daywith surfers staying as long as 8 or ten minutes. What you should think about, then, if youre serious about providing informationcontent, is to consider a way to keep visitors coming to your site more often thenstaying there to read the content you provide. You can do that by either developing your own content in-house or byincorporating syndicated content onto your site. The former is best but the latter willdo as well.If youre not journalistically inclined yourself, you can usually find experienced (oreven aspiring) reporters and journalists who would jump at the chance to hone theircraft at your site. This method would cost you little, depending upon the level ofexperience you were seeking to hire, and it would help keep you busy providingyour visitors with that fresh content youre after. An average payment fee for onlinereporters and writers is around 5 cents per word, with articles averaging about 500to 750 words each.If you want to pay a little more and dont want the task of hiring/finding your ownwriters and editing and posting their submissions yourself, you should know thatthere are a growing variety of quality licensed syndication companies designedspecifically for Internet delivery might be your best solution.Screaming Media [http://www.screamingmedia.com], iSyndicate, and 7am.com[http://www.7am.com] are all experienced and outstanding content deliverysyndication firms who can help you, for a varying fee, incorporate (automatically)their daily content into your site. You have to first decide what you can afford tospend or, in the case of repeat traffic, what you can afford to lose if you dont standout from the crowd.One word of caution, however: Try to be original. Lots of content providersalready carry some of the "traditional" services like Reuters, the Associated Press,and UPI. If you can, try to find a syndicated content feed offered by a differentprovider a news service or a sports feed that is just as good as "the big boys" butdifferent enough to provide your site with a unique feel. Not all content is alike, even if the subject or focus of the content is the same. Forexample, there isnt much difference in the way Reuters or the AP handle a similarsubject; but USAJournal.com [http://www.usajournal.com] or WorldNetDaily.com[http://www.worldnetdaily.com] may have a totally different point of view on thesame subject. That is what is means to be unique just dont be the "same" as everyone else!Give them a reason to come to your site instead of some other site.In short, if youve spent all this time creating traffic for your site, now its time tobuild brand recognition and most of all, loyalty. That kind of loyalty keeps your sitenumbers high and your advertising/marketing potential high as well.But if your content is just like the content on 100,000 other sites on the Internet,you have to, at some point, take on the role of one or your sites visitors and askyourself: "What makes me want to keep coming back here?"If you can be honest with yourself, the direction you take with your content and thedelivery of information on your site will become obvious. Just remember always:"Content is king!"

About the Author

Jon E. Dougherty is the CEO of USA Features Media Co. [http://www.usafeatures.com] andeditorial director for USDefense.com [http://www.usdefense.com] and USAJournal.com[http://www.usajournal.com].