For most online denizens, the reason to go to a given site -- and the reason to come back -- is content. "Content is king," say the online gurus, and so figuring out what to post is a core online issue.

There are successful sites in every field and their content seems to reflect a core set of values. Such material is consistently useful, current, accessible, credible, and actionable. It is easy to read, use, save, find, and find again.

Site content routinely comes from existing documents, reports, newsletters, and papers. The catch is that such materials can rarely be "re-purposed" into online content without a significant amount of preparation.

One obstacle is that lengthy documents need to be broken up into shorter pieces for effective use online. A second challenge is that designs which look good on paper often do not translate well (if at all) for use on the web -- or translate well only with considerable programming. A third snag is that the value of online content is maximized with the use of links, but such online connections take time to locate and program.

The process of moving content online can be greatly simplified with the use of templates. The template is a complete web page that can be readily updated by changing a few elements, say the headline, date, text, and standard-size graphics. Pages can be quickly created, revised, and deleted because much of the programming is in place before the first words are written.

No less important, templates mean that with minimal training anyone who can type can transport content online and also that site owners can update most material whenever they elect without depending on webmaster availability.