We all know best practice dictates that we should be building ongoing, iterative, educative and progressive dialogues with our customer and prospect base. In simple terms we need to find a reason and a means to keep our organisation or our message "out there" in front of our audience at all times.

Some see there being a choice between getting "Mohammad to come to the mountain" by pouring funds into "pay per click" SEO (Search Engine Optimisation) strategies with the seemingly universal objective of being as high as possible on Google; or finding something to say to their audience each week, month or quarter with a regular eNewsletter.

Of course the best solution is a mix of both, attracting targeted audiences through intelligent ongoing dialogue and getting brand presence and positioning via the Search Engines. The best of both worlds is when people actually sign up to take RSS Feeds from your site because the information you provide is so good, so up to the minute and so relevant for them.

But how can organisations achieve this without blowing the budget throwing money into the bottomless pit that can be pay per click, investing disproportionate amounts of time fiddling their key words or trying to dream up never ending things to say in a newsletter?

We have the answer. And the really great news is that it's pretty much hands free, cost effective, and really, really clever:

Intelligent Content Provision

Let's remind ourselves of the challenge. We want to pull people into our website and achieve high-level presence on Search Engines.

We want to have an ongoing reason to engage our audience with intelligent and relevant communications.

Well, Search Engines are actually much more simple and egalitarian than you might imagine. Their role in life is to return to the searcher the most relevant, up to date and well presented content based on the search terms they enter.

So, if your website has the most relevant, up to date and well presented content, then you'll appear higher up on the search results.

Your audience doesn't really want to hear about your latest team building outing, or that Cindy in accounts has had a baby and George in the warehouse is retiring (sorry). They're only really interested in news, advice, innovation and input to help them meet their personal or professional objectives.

So, if the news and information you present to them on a regular basis is hot off the press, relevant to them in their personal or professional capacity and might just give them the edge in the boardroom, then they'll read it.

Intelligent Content Provision is a new service from Think Smart Marketing which (as ever) combines the very latest innovations with best practice principles to deliver real and tangible return on investment. In overview it works like this.

We generate an ongoing stream of absolutely hot off the press industry news stories for you.

If appropriate we apply your "tone of voice", your "stance or standpoint" (in industry jargon your Spin) and we embed key search terms that we know your audience will be using via search engines to find organisations like yours.

Then we deliver that content direct to you/your website/your newsletters, daily. What's even more impressive is that it is copyright free. So that means you can use the content we provide however you choose.

Here are some ideas as to how you could use the content:

• Automatically update the industry news section on your website every day and package it up into a searchable library
• Select ten stories a month for each vertical market and turn it into an eNewsletter
• Apply your own "XYZ Ltd Expert view" on each article
• Ask your audience for feedback or to vote on any story you think most important
• Tell your audience it's on your site and invite them to come regularly to reach the industry news or RSS it to them
• Use it for internal communications or on your intranet to ensure your people are completely up to speed with the industry news.

And here are the net results:

• When Search Engines (and their robots) review your site they see each day that new content has been added and that it is well structured and relevant.
• So when people use search terms we've selected, you stand a much higher chance of appearing higher up the rankings.
• You start to build a library of relevant industry content. So you will start to be seen as "the source" of industry knowledge and insight.
• You can generate as many outbound newsletters and messages as you like and can ensure that your messages are always newsworthy, relevant and tuned to address your audiences' issues.
• You can have the most relevant and up to date (spun!) content on your site and in your communications, completely hands free.
• AND we can even push the content into an automated eNewsletter solution, send it and track it for you too.

How do we do it?
We have access to a team of journalists and editors who specialise in taking news off the wires and re-writing it, re-positioning it quickly.

By the way, they'll also write one-off longer articles on just about any subject you like.

Is the content unique?
Yes! We can ensure that your version of the industry news is unique.

Can I use it for internal communications / on my intranet?
Yes, a number of very large organisations already do.

Is it expensive? What's the deal?
For ongoing content provision there is a minimum volume and a twelve month minimum contract. We're happy to provide a quote on request but we can pretty much guarantee you'll be amazed at the value.

How is the content provided?
XML Feed. In essence you can see it anyway you like - Website, Word, PDA, eNewsletter etc

Which industries and areas can you cover?
Any - today the journalists are writing for bridal wear companies, IT and Telco organisations and a lawn mower manufacturer (among others!).

So is this the elusive Silver Bullet?
We think so. It's hands-free, relevant, timely, exclusive and tuned for your message to your audience. It's a holistic approach to both relevant content and search engine positioning and it works.

To find out more call us on 01525 288828 or eMail: mark.adamson@thinksmartmarketing.co.uk