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Seasonal or event tie-in Obviously, Christmas or other gift-giving holidays make a good marketing story, as do other seasonal or event tie-ins such as trade shows, business mergers, and movie openings. The right kind of event can be an opportunity to add glamour to a marketing story, as well as provide a practical motivation and call to action. Glamour Everyone wants to be associated with glamour, which is why there is widespread interest in movie stars. Marketing stories that manage to associate a product or service with glamour tend to get attention.

You can often pick up the rights to publish material on the Web that was originally created for a book, magazine, or newspaper very inexpensively. Content creators may be placed to let you use their content simply in exchange for publicity—in the form of an author credit as an expert and/or a link. You also might check out book and literary agencies—some of them run a sideline business supplying aggregated recycled content, and represent whole groups of writers. So even if you aren’t confident that you can personally create valuable content, don’t despair; there are many inexpensive ways to publish valuable content without writing it yourself.

For example, it might make sense to advertise books on Amazon on a page of book reviews. There’s also a school of thought that believes ads should only be placed on boring pages—for example, registration pages, login pages, resource pages, and exit pages. ) One reason for placing click-through ads on resource and exit pages is that visitors will be leaving your site from these pages anyhow. You won’t be losing traffic by providing click-through opportunities. The more general logic for placing ads only on boring pages is that it gives the rest of your site a clean, inviting, ad-free look—and that visitors are more likely to click on ads in the context of boredom than in the context of exciting content.