The old way of building a website was to hire a team or company to develop it in isolation.

The marketing team gathered requirements and put together a plan. Months later, your Big Hairy Audacious Website would arrive and business would begin when someone "FTP'd it up to your hosting company". Web presence was an event.

Image by Constantin Opris

Today, web presence is a living process. More important than having the greatest website of all time is having the greatest content of all time. Today, successful companies begin adding content from Day One and develop their web strategy in parallel. Web presence is no more an event than a forest is an event. Both start small and grow every day.

A website will not deliver success. Success will deliver a website.

Highly targeted traffic is the lifeblood of a successful website. Such traffic comes from Content and Inbound Links. Commit to content first and as the community crystallizes around that content, grow the infrastructure to support it.

In this White Paper, we discuss the paradoxical challenge of growing content in your website while the website is in development.