Professional content 'better than UGC'

Professionally produced content is likely to remain more effective for websites than user-generated content (UGC), it has been claimed.

In the latest UK Census conducted by the Association of Online Publishers (AOP), the majority of respondents anticipate that professional copy is to outperform UGC in the future.

Almost two-thirds (64 per cent) of the internet marketers and publishers surveyed held such a view, with the delivery of content also highlighted as a key area of focus.

Delivery methods such as RSS - Really Simple Syndication - were indicated by many as having received a greater level of investment in 2007.

On average, nine per cent more in funds had been spent by AOP members over the previous 12-month period on such a form of online marketing.

Director of the AOP Ruth Brownlee comments: "Our members are in a bullish mood and ready to take on the challenges and opportunities becoming available through technology and broadband take-up.

"They are embracing new platforms and formats for the future."

Internet industry website E-consultancy notes that uptake of RSS remains relatively low at about five per cent, despite the ability of the technology to improve the experience of using a website for visitors.