There's nothing we love more than solutions—top-notch insights from top-of-the-line experts that help solve common marketing problems. Here's this week's problem and expert solution.

Problem: How Do I Keep My Website Interesting, and Keep Visitors Coming Back?

We've created a cool website. The bell and whistles are working well—not too little, not too much. We're getting lots of visits from lots of cool folks. But now that we're up and running so well, we're panicked about keeping content fresh! How do I keep it interesting, and keep them interested so they keep coming back?

Expert: Bob Knorpp, President, Cool Beans Group

Bob Knorpp, President, Cool Beans Group—a consultancy specializing in advertising, direct marketing, email marketing, sales, and social networking.

Solution

The essential rule about writing a company's website content is this: It's not about the past, it's about the future. So says Bob Knorpp, and he describes the creation of the Cool Beans Group site as an example.

"I needed instant credibility for this fledgling marketing consultancy. I needed to establish that I knew what I was talking about. I needed to somehow distinguish the name, without having completed any projects," he recalls.

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ABOUT THE AUTHOR

Claire Coyne is a writer and editor for MarketingProfs. Reach her via clairec@marketingprofs.com.