One of the biggest challenges in building a user generated content/community site is dealing with the empty database problem. When you start with your cool new site, you have nothing in your database. This is problematic for two reasons. The first, users who do end up at your site have to do work in order to receive value and second, there’s nothing for search engines to index, so getting traffic is expensive. There are a number of strategies for coping with this, but I’ve come to believe that the keys to success are:

  • Create a data asset by content aggregation first - value for initial users, SEO-worthy pages
  • Create lightweight ways fo users to add unique content around your data asset

This doesn’t sound incredibly complicated, and the proof is always in the execution.
Content Aggregation
In a world where as information is going to be free, why not find a way to aggregate information that’s relevant to your target audience and put it in one place where they can browse it and search it? This way, they come to your site and see a bunch of cool stuff they care about before they have to lift a finger to tell you anything about them. You’ve flipped the equation by doing work so users don’t have to. The first batch of users derive value instantly and there is already a system for them to participate in, they don’t have to create it.

Another benefit of this approach is that you have a data asset that exists independently of your users and search engines will start to find it. If you’ve been smart about designing with SEO in mind (and you can’t afford not to in this environment) then you’ll start to see incremental traffic from search even before your community really establishes itself.

User Generated Content
Pure data aggregation (unless you’re doing it at the Google scale) is not sufficient. You need a way to layer community and user-generated content on top of your data asset. If you were able to assemble the data, your competition will be able to do the same. What they can’t replicate as easily is the unique content created by a community of users. Unique content doesn’t have to be a large volume of self-videotaped interpretive dance, it’s simple things like:

  • Tags
  • Votes
  • Comments
  • Bookmarks
  • Friend lists
  • Content they’ve uploaded

It’s been said before, but it’s worth repeating - make it easy for users to create content. Give them tools to write on your site, email in pictures, text message their account etc. Enable them to send you raw content via multiple channels and process it for them. We’re operating in a multi-device world and giving people options for content creation is a good idea. In the same vein, make it easy for users to consume content. Don’t force them to come to your site. Email and RSS are the obvious candidates, but making data available via mobile devices should also be on your list.

If you’re successful at doing this, you have a data asset that is constantly being updated with fresh, unique content. This results in a virtuous cycle for users and for SEO traffic. Fresh content engages users who then create more content which results in better organic traffic. Repeat until profitable.

Don’t forget the money
One aspect that I haven’t focused on here is how to make money. This is also critical and you should be thinking about it from the beginning, but if you don’t have user engagement and traffic, you don’t have anything. There are a number of business models that will work in a given domain and you will likely find that you change yours several times before you hit on the one that works for you.

No shortcuts
As we all know, success is by no means guaranteed, but I believe this approach (aggregation + lightweight UGC) puts you in the best possible position. Oh and by the way, you’re going to have to work your ass off. I can’t seem to find a way around that particular hurdle.