Websites have advanced significantlycome a long way from the online brochures they once were. Beginning as catalogues, websites quickly evolved into information and knowledge providers. Savvy business owners then began creating e-commerce sites. Social media giants took it a step further by using websites as communication and community building tools. While websites continue to develop over time, one common theme remains consistent: the use of websites to further online lead generation and create demand.

Before we examine why content development is so crucial, let’s first define what original content means. Professional copywriting isn’t just filler built around a sales pitch; it should be original, enlightening, and written in a sophisticated way. Prospects who read it shouldn’t feel like they’re being marketed to, rather the content should try to capture an idea, thought, or a piece of advice that your target market will find informative and helpful for their business. It is often the toughest kind of selling, marketing without appearing to sell. It’s not just a wolf in sheep’s clothing, it’s a sheep in wolf’s clothing, wearing a sheep costume.