Online Marketing Program: 1.1.3 Content
Web content is the textual, visual or aural content that is encountered as part of the user experience on websites. It may include, among other things: text, images, sounds, videos and animations. In Information Architecture for the World Wide Web, Lou Rosenfeld and Peter Morville write, “We define content broadly as ‘the stuff in your Web site. This may include documents, data, applications, e-services, images, audio and video files, personal Web pages, archived e-mail messages, and more. And we include future stuff as well as present stuff.”
So…content….perhaps you may have heard about the new marketing catch-phrase…”Content Marketing”…or “the creation or sharing of content for the purpose of engaging current and potential consumer bases…”
It goes by many names…let’s try to name them all. Custom publishing, custom media, customer media, customer publishing, member media, private media, branded content, corporate media, corporate publishing, corporate journalism and branded media.
Perhaps nothing says it better than content marketing. But what exactly is content marketing in my mind?
“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”
In other words, a marketing strategy to bring business to your site!
In other words, a piece of content that’s exciting, that feels special, and that tastes good. (It doesn’t hurt if it also has a great headline.)
Not only that, it has to show your potential audience that you know your stuff and that you solve a worthwhile problem. Otherwise they might enjoy scarfing down your content, but they won’t bother coming back for more.
White papers, special reports, extended tutorials, manifestos and viral video all make excellent birthday cakes. Contrary to popular belief, you do want marketing messages in your birthday cake content. But they have to be palatable, subtle messages. You’re not closing sales here . . . the birthday cake is just the beginning of the conversation.
Raise questions. Poke around at pain points that you can address in later content. Tell stories that resolve objections. But be subtle about it. The purpose of this content is to get your audience into a receptive state of mind before they start hearing any overt sales messages from you.
Create interest and desire for what you have to offer, but don’t talk too much (if at all) about how you’re going to solve all your audience’s problems and make their lives wonderful.
If your birthday cake is compelling enough, your audience will stick around to find those answers.
And, of course, how does your birthday cake get in front of a new audience? By being remarkable enough to share. If it’s not good enough to link to, bookmark, re-tweet, and email friends about, it’s not good enough. Keep working on it, or partner with a content expert who can create something exceptional for you. And later we’ll show you how to SEO it too!
Resources & Testing URLS -Google