Publish or perish, the phrase commonly associated with university faculty members seeking tenured professorships, can now be applied to businesses seeking readership, recognition, and ultimately, higher sales.  All business owners need to reach out to consumers who keep their eyeballs glued to the computer screen so offering up digital content and presenting it in unique ways may generate a sales boost.419846_website_advertisement

Writing for USA Today, Steve Strauss discusses the importance of writing a blog and including photos in order to connect with customers. And, of course, there is no end to the amount of tweaking that can be done with search engine optimization. It’s Strauss’s discussion of another kind of content management that caught my eye, though. He suggests that businesses encourage Web site visitors to download a custom community toolbar. In this way, clients can quickly access the site. The on-screen logo also serves as a constant, both conscious and sub-conscious, brand reminder. Strauss even pitches for one company that provides technology to ease the process of establishing a custom community toolbar.

Strauss’s article prompted comments from readers who support the use of custom toolbars while others disparage them as yet another piece of software to track.  Regardless of your position on the attributes of toolbars, Strauss is right to remind business owners to regularly publish and manage online content as part of an overall marketing program.

[Source: Strauss, Steve. “To get ahead,,” USA Today 6.28..09]