The School of Internet Marketing Instructor on Using Outside Content to Build a Community

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Jonathan Goodman discusses the value of using outside content to build community on a website.

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We want people to feel that the website you created for them is a place that they can continually come back to and get information from. ~ Jonathan Goodman

The subject of the weekly podcast by Jonathan Goodman, The School of Internet Marketing professor and President of Halyard Consulting, for August 30, 2013 was on how to build a community by using content that belongs to someone else.

Goodman called this strategy the "Huffington Post Philosophy" because the site is well renowned for using content that comes from various sources. Because people like being on the site, they enjoy reading great content even if it originates from elsewhere. This proves that not all content has to be original as long as it is properly attributed and provides value to the reader.

"We want people to feel that the website you created for them is a place that they can continually come back to and get information from." – Jonathan Goodman

A website can segment RSS feeds from other sources into its news stream, but it must include original content to be well-rounded. Goodman advises putting the feeds into their own category and marking them so they aren't indexed by Google.

By combining original content with high-quality outside content, businesses can build a community of loyal followers. They will spread the brand by tweeting the message of the website and liking the content and sharing it on Facebook. This introduces the website to new people and helps to grow the community while providing valuable and relevant content to its followers. This is how the Huffington Post philosophy can work for any website.

To listen to the podcast, please visit:

About The School of Internet Marketing

The School of Internet Marketing allows business owners to take control of their web presence in order to develop new leads and customers for just $47 per month. The School works to empower business owners with the understanding that a little education can go a long way. It offers a variety of 100% web-based courses for small business owners wanting to learn how to market their business online. Visit to learn more.

About Jonathan Goodman

Jonathan Goodman is a professor at The School of Internet Marketing and the President of Halyard Consulting. He started his career over 20 years ago at the dawn of the Internet age producing websites for Fortune 500 companies. He holds an MBA, an MS, and a BFA. Halyard Consulting is an Internet marketing firm, exclusively focused on WordPress development and search optimization. Jonathan is also the author of the well-received book The World of Internet Marketing and has a weekly podcast by the same name.


James Martell, VP Business Development
Clearbrook Web Services, Inc./ The School of Internet Marketing
Phone: (604) 535-6352
Email: james(at)theschoolofinternetmarketing(dot)com

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