+ Content Rich Websites Katie Tomaino. + What is a Content-Rich Website? “Organizes the online...
-
Upload
percival-douglas -
Category
Documents
-
view
219 -
download
2
Transcript of + Content Rich Websites Katie Tomaino. + What is a Content-Rich Website? “Organizes the online...
+
Content Rich Websites
Katie Tomaino
+
What is a Content-Rich Website?
“Organizes the online personality of your organization to delight, entertain, and –most importantly– inform each of your buyers” –The New Rules of Marketing & PR,
David Meerman Scott
+The Basic Elements of a Website
Architecture HTML, XML, servers, technology
Key person: Webmaster
Design Layout, images, colors, navigation
Key person: Graphic Designer
Content Copy, multimedia with purpose
Key person: Advertiser / Marketer
+What is a Content-Rich Website
Content: the information on a website Can be text, images, sounds, etc.
What is the point? Getting people to keep coming back to the site How: continually updating the content on the
site News, articles, opinions, etc Match the content to the target you are trying
to attract and sell to
+Two Uses of CRW
CRW feature different kinds of content for the internet-user to experience revolving around a brand or idea
Good way to build brand image and provide information about what is offered
Some people build websites to attract people and get them to click on the advertisements on the site
More focused on making money
For the Content For the Ads
+Pros of CRWs
Transparency: A visitor can gain an understanding of what the brand is all about as well as what they have to offer; it is all upfront.
Integrated Media: Unifies the brand’s internet presence
Important tool for high-ticket considered purchases: hotels, financial services, automobiles, consumer electronics, etc
+Cons of CRW
Can take more time and effort than other tools to keep up to date Later, however, we will look at the relationship
between time/effort and impact.
Still have to find a way to get people there in the first place But then again, how often can you honestly use only
one medium anyway.
+How to Use a Content-Rich Website
+In a Communications Plan
Any brand or company can (and probably should) have a website
A good way for potential customers to learn more about a brand and what they have to offer
CRWs acts as a landing point for a brand’s web presence, they may be in a variety of venues (Social media, blogging, etc) but a CRW will give the consumer a single source of all these media
+Relationship Between Impact + Effort
+Relationship with Social Media
Working with social media Integrate social media activity with the
webpage Direct visitors from one to the other: bring
people to the site from the social network, bring people from the social network to the site.
Getting replaced by social media Some companies send consumers straight to
their social media pages, bypassing a company page
+Relationship With Other Online Media
CRWs work very well with other online media, since it can be directly linked. Sponsored Search Search Engine Optimization Display Ads
+How are CRWs different?
Think of CRWs as a marketing tool
Brands build and update (or pay a 3rd party to build and update) their own website
+What needs to be considered?
What will the content be? Who will write it? What kind of voice?
How often will it be updated? Daily, weekly, monthly? Forever? Or for a limited time?
How will it reach the consumers? Mailing list, blog style, “status updates”
+
CMS: Content Management SystemsWordpress + DaisyUsed to build and manage Web pages and other online content
+Measurement & Metrics
Google Analytics, Nielsen Online, comScore Media Metrix Measure visitor quantity and quality, passively
How long are they there? Where did they come from? What do they do on the site? How frequently do they visit?
+Content-Rich Websites and The Customer Relationship
+How Web Content Influences the Buying Process
When someone is looking to buy something, they don’t go on the internet looking for ads, they are looking for content.
Content should be designed to help the consumer along in the customer journey.
+Awareness & Attitude Gaps
Major source of brand perception: The more the brand tells the customer, the deeper the customer’s understanding of the brand
On their own website, brands have better control about how they are presented
The tone or voice of the content determines how a visitor perceives the brand
+Acquisition Gap
Once the consumer is aware of the brand, they can learn more about what is being offered from the website.
Content is what drives conversion. The information they obtain from the website will determine whether or not they take action.
+Sales Gap
In addition, products and goods can be sold through the website. If the visitor is pleased with what they see on the site, they will want to buy. Having the ability to both market and sell the product in one place cuts down on the steps the customer has to take.
Even if the customer comes to the site for one item, they may end up being cross- or up-sold from learning more about other options on the site.
+Retention Gap
By continually updating the site with more information, customers will want to keep going back to the site even after they have bought from the brand.
This increases the likelihood of the customer making another purchase from the company.
+Interactivity (user to user, user to brand), Pass Along Content (Viral)Recent News & Trends
+How do you use a Content-Rich Website?
+
Vujacic.net
Sasha Vujacic
+
FoodNetwork.com
Food Network
+
Canon
+
The End