Virtual Flypaper: Adding Content to Your Site

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Originally published at Internet.com

Want to make your site stickier? What about increasing traffic and generating more revenue? Try adding content -- virtual flypaper -- that glues your users to your e-commerce site and adds relevance. Every netrepreneur knows that there is an insatiable need for information on the Web. One of the more successful ways of quenching that need on your site is to hook up with one or more of the many online content syndicators.

If you've ever been to an online sporting goods store and seen the latest sports scores flash by on a ticker, then you've seen content syndication at work. Syndicators resell content from a range of publishers and providers (such as The Associated Press, CBS SportsLine, CNBC, CNET, Reuters, RollingStone.com, etc.), providing customized content packages. These packages add value to a Web site because they can be altered to match the profiles of your target audience. And the key is to provide your target customer with as much information as possible.

Some of the more prominent content syndicators include ScreamingMedia, iSyndicate, Comtex, NewsEdge, and Moreover.com.

How you determine which syndicator is right for your site will probably depend on how your site uses content, your audience and its size, and how much you're willing to pay. While good content may cost quite a few dollars, in the long run, it may well be worth