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Alternative Concepts for Content

     -     Oct 7th, 2013   -     Accounting Marketing, Accounting Websites, Search Engine Optimization   -     0 Comments

In an earlier article (“Are you content with your content?”), I wrote about the importance of having a content development process for your firm’s web site, social media presence and other digital outlets. It’s easy to get excited and want to jump into the deep end of the pool without a clear understanding of what lies ahead. Before taking that dive, you need to make a sober assessment of your firm’s landscape and how to successfully navigate it.

While each firm is different, there are challenges common to that process, including finding a partner champion, recruiting interested authors, managing a production schedule, and quality control. For these reasons, it’s essential to have a well-defined process.

But establishing and monitoring the content development process is only the beginning of the job, not the end. The reality is that even the best-laid plans often take time to come to fruition. Just think about how often your firm unveils a new program or process that ends up stalling and seemingly goes nowhere — likely more often than you’d care to admit. To ensure that delays and missed deadlines don’t stall your content-development program, it’s essential to have alternate sources of content. Even if the program is running at an optimal pace, there can never be too much content for your Web site. So how do you find alternate sources for content? After all, if you’re not an accounting professional, it’s unlikely you can generate the content yourself.

Although it may seem like an impossible task, the outlook is not as dim as I have led you to believe. There are literally dozens of firms that successfully leverage alternate sources to attract and engage Web site visitors. What most don’t realize is that they are sitting on a treasure trove of content. All they need to do is pick it up and find the right place to plug it into the site. To help make the connection, the following list includes content sources that most any firm can use.

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