Building Custom Content

Google AdWords, Wednesday, October 21, 2009 5:15 PM
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Publishers need to provide helpful content in the moment, according to Jim Lecinski, rather than trying to shock, stop or detract the reader from the experience.

For example: a piece on "10 great places to go for the weekend on a budget," shouldn't have info on how to to make one's floors shiny. That content pulls readers in too many directions so they can't concentrate on what they originally set out to find, Lecinski says. Look for ways to provide tips that help the person accomplish the task rather than distract from it.

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