I really think people take content on websites way too seriously. With web users moving from a passive audience to a participatory body, content needs to be more relaxed. We are sharing ideas. We are collaborating with our clients and prospects and encouraging value debate. With this being the case, content should be fluid and published on an ongoing basis. Allow for feedback and expressions from your readers.

Remember these four rules in publishing dynamic content on your site.

Perspective

Do not be afraid to venture out and offer an opinion. You are the expert, people want to hear what you think. Content has become so canned and safe that it’s the equivalent of getting a cavity drilled out for some, they avoid it until absolutely necessary. Venture out into the deep end with your messaging. Opinions find nurturing homes on the web and when a perspective of both reader and writer is found, a comfort level not found before is delivered.

Participation

Don’t be afraid to leave an open thought for your visitors to complete. Try ending an article with a question. The ability for content to grow on sites is an amazing tool but it has to start with that first comment. Make sure you make it as easy as possible for that to happen. There is a huge difference between acting as a moderator of a discussion and giving an online seminar.

Practice

Take the top ten blogs in your vertical and visit the archives. You will find that the personality that shines in post # 2000 is not the same that showed in post # 2. It is all about finding your voice. Writing content is no easy obstacle but when done often it becomes manageable and fun! You need to condition your readers to expect a steady stream of ideas.

Patience

Not everything is going to stick. Just get your thoughts down and then push. Throw enough on the wall and something is bound to stick. Lead a discussion and if the community doesn’t respond right away, give it time. Keep posting valuable content and you will develop a following. This following will tell you what topics to post and what to steer away from.

About the Author
Matt Browne is Co-Founder of Integral Impressions, an interactive marketing firm that specializes in Internet marketing products and services.