Online Content Strategies Every Marketer Needs - A Forrester Report

I attended a presentation by Sarah Rottman Epps from Forrester last week during our Custom Publishing Council member meeting.  Sarah gave an excellent presentation about how custom publishers can make the jump from print to online content solutions, but her advice is just as important for content marketers.

Here are some of the stats that made her case:

• People want their online experiences to be visual (39% of US adults watch video online).
• People want their online experiences to be social (35% of US adults connect on social networks).
• They want to have fun (48% of US adults play online games).

Sarah also stated many reasons why customers won't come to your website, including the integration of RSS, widgets and the growth of mobile devices. This means that your content needs to be everywhere, not just your website.

The solutions to these behavioral patterns are three-fold, according to Forrester's Epps.  They include:

1. Aggregate Content and Functionality

For example, the Baltimore Sun integrated widgets next to their content about gas and oil-related content that helped readers find the cheapest gas prices in the region.

And the Washington Post works with Sphere.com to show readers who's blogging about their articles.

2. Syndicate Broadly to Engage Your Audience

The Wall Street Journal, the CBC and others use Loomia to syndicate their content on Facebook.

 

3. Use Social Media To Get Customers to Engage with Your Brand

Here, Epps recommended acquiring a clear understanding of how far your customers and prospects can be pushed up the online social ladder. For example, if the core part of your audience right now is spectators versus creators, your expectations for social media involvement should be at a much lower level.  Start there, and then push the envelope.

The key here is to get to know your audience.

Have you asked your customers what their level of social media involvement is? If you haven't, now is the time. Surveys are great, but don't forget one-on-one meetings. I would recommend having your direct salespeople ask this question as well. In order to prepare to ask the question confidently, they'll most likely need to prepare - which is a good thing.

Here's my takeaway:

The key to any online content strategy working is an understanding of your audience. What are their informational needs? How far can you take them without losing them? Experimentation is great, but remember that it's not about the technology, it's about people.

This is one thing that will never change.

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Comments

[WebSuccessDiva Internet Marketing]

Great insightful information, blog interactivity and social media engagement, are so important in content marketing. Good stuff :-)

[Steve Pohlit]

"..it's not about the technology, it's about people"

Thank you for a great article and it is so refreshing to see you conclude with the important message to focus on people.

Steve
http://stevepohlit.com