While it takes more time and energy to create unique website content, the payoff at the end is worth the effort, it has been asserted.

Chris Lake, editor-in-chief of online market report, how-to guide and research publisher E-consultancy, explains that doing so can make a "real impact" on a business.

He notes that this is because such marketing strategies can result in the attraction of "qualified and relevant" traffic to a website, with the potential to make a "real impact" on a firm’s bottom line.

Mr Lake explains that many companies are launching blogs on their websites to increase the amount of desired traffic being drawn to their homepage as a result of the presence of exclusive content.

"It takes more imagination, effort and resources to produce unique content, but it’s worth it," the E-consultancy representative concludes.

Mr Lake’s sentiments echo comments made by Carolyn Stafford, principal of Connect Marketing, who recently told Smart Company that website content should be both "rich" and "changing".