Only by constantly creating valuable content can companies hope to attract and retain an online community, writes Lee Odden. Too many companies still see Web site creation as a one-time thing, rather than an ongoing project, Odden notes. "This kind of Web site with static content is a tombstone when it comes to being a search marketing asset," he writes. "Shifting from a dead end Web site to becoming a content publisher (and promoter) is critical for any company that has customers and competitors active online."
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