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In sales terms, traffic is king: the online equivalent of real-world retailing's location, location, location. As someone has pointed out already, you can sell a complete illusion.
Content - although really it is the promise of content - is among the elements that can make it easier to sell: up to a point and only if the content is really something special. Content only really comes into its own when you start to talk about repeat sales (rebills). Even then it's wrong to talk in such generic terms.
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