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".

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.