Good content opens up a whole new aspect of usability to your website. Informative articles, user manuals and step-by-step how-to’s are just a few examples of smart website content. Anyone can sell me that widget. But who can show me how to use it?

Think this type of service doesn’t matter? Think again. Even brick-and-mortar businesses are recognizing advertising benefits of information and have begun expanding their services to provide free instruction that compliments their applications. One look at home improvement industry and you’ll see what I mean.

The brilliance of this marketing bonanza is that you don’t have to be an award-winning author to capitalize on content. There are freelancers galore ready and willing to write your words or you can tap into surplus of free content already out on web. But tap you must, before your competitor’s beat you to it.

The bottom line? If you build it, they might come but if you teach it, they're more likely to stay.