I Love Lederhosen: (Or How To Craft Interesting Content)
Search Engine Guide , Monday, June 23, 2008 12:15 PM
Diane Aull manages to make lederhosen (and the fictional company that sells them) engrossing in this post, which is all about using everyday experiences as fodder for product- (or service-)specific Web site articles.
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Whether it's a quick blog about how to get schnitzel and sauerkraut stains out of lederhosen without harming the leather, or a section on how to accurately measure oneself for the best-fitting lederhosen, the most effective content blends some kind of personal experience with product knowledge, and of course, a call to action, Aull says.
The last detail is integral to crafting content that goes beyond just entertainment and drives sales. "Include a call to action linking to the appropriate product order page, thereby making it super-easy for visitors to buy the fabulous products they've just learned about in the article," Aull says. "This is the step site owners most often overlook, in my observation."
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