Content is King or so says the maxim. In online marketing, your site copy is the foundation of your business so indeed, this tenet has never been truer. Your business is to provide a service, trading information, so you must consistently provide content that is informative, accurate, current and original.

Writing is both a skill and an art and at first you may find it daunting to create content that fulfills all of these criteria. Sooner or later though, you will find that you have more to write about and actually have the ability to convey your thoughts in text.

Everything you do will be judged and it is important that you maintain the highest standard of writing that you are capable of. To assist in this end, it is perfectly acceptable to use the same (or similar) content in each sphere in which you write. This means that your efforts go a long way since you effectively have to publish less material, less frequently, so you can focus on maintaining the high quality.

There are several media in which you should routinely publish your content:
1. Your Website
2. Your Blog
3. Your e-zine or email marketing
4. Article Directories
5. Reports and eBooks
6. Hard-copy brochures

When you write an article, modify it a little so that it is suitable for each publishing medium. For submission to directories an article should be approximately 300-700 words long, but a blog post or email article should be slightly shorter and more succinct, so you'll need to edit your text whilst retaining all the essential content and keywords.

The main challenge is to write original content. Unless you have a unique and colorful writing style to infuse your own character into your writing, you may struggle to stand out in a world of regurgitated content, where everyone writes about the same material at the same time in the same way, plagiarizing one another in bland mixture of information.

To overcome these challenges, there are many methods to generate new content:

1. Employ a ghost writer [check out e-lance]
2. Use content from article directories
3. Use content from offline sources: newspapers, books and magazines
4. Re-write material that you've published before

Wherever your content comes from, there is one incredible resource I use everyday to submit thousands of articles to hundreds of directories and I cannot recommend it highly enough: Spontent's JetSpinner. This allows you to take a single seed article and by adding synonyms and alternative phrases, you can instantly create hundreds of novel articles to publish as you wish. JetSpinner is one of the greatest productivity tools I've ever come across in quality web publishing and internet marketing. It's not until you use a tool such as this do you realize that you've been operating in first gear whilst others are leaving you for dead. It's time to start coasting in the fast lane.