This New York Times article on content brought a smile to my face. "Stickiness is back in fashion. But this 'sticky' is different from the much lauded 'sticky' that proved popular in the late 90's, when media firms hoped to generate more hits and visitors in order to better beat their figurative chests and claim larger Internet footprints. The new stickiness has more to do with commerce sites seeking decent editorial content in order to keep people coming back and, presumably, giving companies a second chance to make that sale." Imagine that! People like to read good editorial content. It influences how they respond to your company. It helps them understand your product or service. It helps them to plan their vacations. It encourages them to buy. In 2002 Forrester Research did a study that revealed the number one reason visitors went to a website was - that's right, Content! And since other studies show a visitor will have to interact with you online an average of seven times before they buy, keeping them coming back is vital to making that sale. It seems site owners are getting the message. Good content does make a difference. It's not the cutting edge bells and whistles that will get you ROI - it's content. Brand awareness comes from a consistent voice. It's all about who you are, how you look, what you say and ultimately what you do. Do you deliver on the brand promise? Online, your brand will rise or fall with your content. Internet PR depends on perceptions - where you come up on a search result page, how enticing your description is and once you get them to your site, delivering an online experience that enhances your brand. When visitors land on your home page, does the content immediately speak to them? They searched on a particular word or phrase and expect to find some content that speaks to that search. Good Internet PR needs a well planned website content strategy. | 
