A website’s content has to be linked to its products without appearing to be a sales pitch alone, an expert has explained.

Cliff Langston, the director of global marketing at biochemical manufacturering firm Sigma-Aldrich, made his comments at a NetMarketing Breakfast organized by business magazine BtoB.

The promotions expert explained that producing content for the internet – especially since the dawn of Web 2.0 – requires particular skills, the publication reports.

"[You have to] unobtrusively link content to products," Mr Langston told delegates at the event.

Speaking at the same event, Mark Freeman of construction firm Caterpillar suggested that providing valuable content to users is an important tool for boosting organic search rankings.

Recently, Justin Cooke, managing director of design firm Fortune Cookie, suggested that many firms have been focusing their attention on their websites’ design and ignoring the importance of content.

He urged firms to fill their pages with searchable, usable and valuable information.