Content is the most powerful weapon in any online publisher's arsenal and making your site stand out against your competitors can be a long battle, but it is certainly worth the fight.
As a member of the editorial team the challenge we face each day is ensuring we are writing tailored content for our clients that is not only unique and engaging, but also competitive, or search-visible.
In my last post I talked about how the DirectNews service is targeted specifically at publishers, online publications and large companies which want to feature quality news content on their site.
For those of us here in editorial the key to this is having a writer that understands the client's brief therefore we encourage a running dialogue between writer and client so that our content helps position our clients as a source of reliable and insightful news within their sector.
Getting a newsfeed right and seeing quality articles draw people to our client's sites is what we aim for and a recent blog post in the Guardian from Roy Greenslade about the Metro, highlights just how important online news content is for a major publication.
According to the Metro's managing director Steve Auckland, 'city clickers' are leafing through the free paper on the way to work and once at their desk are heading to the Metro's site to follow up on what they began reading en route.
Consequently, traffic to the site has reportedly trebled and Metro.co.uk clocked up 3.5m unique users in November alone.
While the Metro may differ from you business or publication, the power of their content is clear from their results and if you think your business needs to attract more relevant visitors then a tailored newsfeed may be just the way to do it.
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