Developing Content Sites as Marketing Tools
Copyright 2005 Sharon Housley
Targeted Content Sites
Highly targeted, focused sites that are related to specific
market segments are highly advantageous and can often be
created using existing web content. The key is to provide
value.
Think of the time spent surfing the web gathering resources
and information. By creating a topic-centric resource
compiling information, webmasters are providing a service
or value. In many cases that value is simply the
compilation of topic-specific information in a single
resource. The compilation of this information in itself is
the value.
These highly focused content sites can be great
supplemental portals that are invaluable as a marketing
tool for niche products. Niche portals help define
expertise in a specific market segment, not to mention the
added benefit of providing valuable topic-specific links.
The topic-centric portals also tend to achieve high search
placement and will often provide advertisers high quality
exposure, allowing webmasters the opportunity to capitalize
on their efforts.
What to put in topical portal?
ARTICLES
Many article writers allow webmasters to republish their
articles.
Search the large article directories for quality
topic-specific articles using keyword searches. The
articles contained in these directories often allow
publishers to freely reproduce the article's contents as
long as the hyperlinks in the article and article resource
box remain intact.
Resource for finding articles for publication:
GoArticles - http://www.goarticles.com
RSS FEEDS
By nature, RSS feeds are designed for syndication. Most RSS
feeds can be freely reproduced. Locate topic-specific feeds
using keyword or category searches. The contents of the
feeds can be used to populate web pages. There are a number
of free scripts available that allow webmasters to display
the contents of an RSS feed (see
http://www.rss-specifications.com/displaying-rss-feeds.htm
for instructions on displaying feeds).
Resources for finding RSS feeds for syndication:
RSS Network - http://www.rss-network.com
RSS Locator - http://www.rss-locator.com
LINK DIRECTORY
While this takes a little more time, compiling a collection
of niche websites on related topics can significantly
enhance the value of a portal. Topic-specific directories
and search engines can achieve high search engine rankings
with the larger engines like Google and MSN, and can easily
be optimized for a collection of search terms. The process
can even be automated if you have programming experience.
Sample Link Directory - http://www.investing-partners.com
TOPIC SPECIFIFC FORUM
The most successful forums are those that are highly
focused and niche-oriented. Establishing a community of
individuals with common interests will result in return
visitors. Managing a forum is not overly complex and there
are free forum scripts available that will provide the
forum structure. Many of the forums have scripts available
that will allow for search engines to spider the contents
and forum posts. As the content flourishes, the site will
increase in value.
Free Forum Scripts: http://www.phpbb.com
More on topic-specific portals or information radars can be
found in Robin Good's book 'Newsmastering'.
http://www.masternewmedia.org/reports/newsmasterstoolkit/
A site that is focused on a relatively narrow range of
goods and services will find that there is less
competition. Topic-centric websites that provide a gateway
to niche information related to a particular industry,
sector, topic or market segment are becoming increasingly
valuable and popular. Compiling the resource using free
resources will minimize the capital investment. Regardless
of whether you are marketing a product, service or
advertising, narrowing the topic focus will attract a
targeted audience who genuinely are interested in the
website topic, allowing you to monetize the portal, and
minimize the expense.
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Sharon Housley manages marketing for FeedForAll
http://www.feedforall.com software for creating, editing,
publishing RSS feeds and podcasts. In addition Sharon
manages marketing for NotePage http://www.notepage.net a
wireless text messaging software company
