by Diane Aull

Okay, as I'm sure you suspected, that deliberately-provocative headline isn't quite true. What your website doesn't need is boring, repetitive, same-old-same-old content. Interesting, useful content — content that helps drive sales? That, of course, you do need.

The problem (for me, at least — and I suspect for others as well) is coming up with fresh ideas. I mean, let's say I have a site that sells red lederhosen. Made from the finest, most supple suede, hand-crafted to my exacting standards by authentic Alpine lederhosen makers, these are by far the most comfortable and durable lederhosen available today. And did I mention they're red? Talk about unique.

But what can I write about these lederhosen? My first temptation is to simply regurgitate the...

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