“What people don’t realize is that the initial sales of an album aren’t where the bulk of your returns come from. It happens over time, sitting in the catalog, picking up commercials, getting included on packages here and there — there’s years and years of pipeline money that goes on. That’s where real money comes from — building that body of work.” — Tracy Lawrence
In nearly every case on an e-commerce website, all the content is related. Or at least, it should be. Even companies that seem to sell everything under the sun (e.g., Walmart) can claim a relationship of “everyday needs.”
But for our purposes here, let’s hone this down a bit. Let’s say you’re writing copy for a client that sells fresh herbs on a website. Therefore, all of your content will relate to fresh herbs, in one way or another.
Now, many writers might think in terms of a general website consisting of a homepage, a product page, an About page, and a contact page. Which might be fine in some cases. But there’s so much more that you could do if you really drill down on your subject matter. After all, the whole point of a website is to keep readers coming back, right? And what keeps readers coming back? They keep coming back if you offer them useful information on a day-by-day or week-by-week basis.
What I’m suggesting is that you create a closely related series of “streams of content.”
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