Interesting research from the Aberdeen Group on how web content management technology is transforming digital marketing. This is a gated report, so you'll have to sign up to get it...but there is some quality information in here about the evolution of web content.
Portions of the report discuss the corporate goal of improving web content. Getting content is usually not the problem for businesses. Almost all organizations have truckloads of content. The challenge is taking information inside and around a company and creating valuable, relevant compelling content from that information.
On that note, the top three web content strategies for improving web content as discussed in this report are:
- Improve quality of web content.
- Use segmentation.
- Integrate web content management strategies with other technologies.
Number one (improving the quality of web content) wins this battle in a landslide. And rightfully so.
The disconnect in most businesses is this: the average company still generates the majority of their web content/information focused on the company, brand products or services. That's great for the few customers that know exactly what they want.
The rest of your customers and prospects are saying "I don't care about your products and services. I care about myself and my personal and business needs."
Are you among the 81% of businesses looking at improving the quality of your web content? Then create content that addresses what your customers care about. Solve their challenges. Solve their pain points. Be relevant. Become their trusted adviser.
That's how you improve your web content - and is the start of a content marketing strategy.
Special thanks to David Drickhamer for sending on the report.
My top advice on quality content: Clearly state your main idea and how it affects your target audience in the first 25 words. Vital for anything read online.
Posted by: Barb Sawyers | April 24, 2009 at 11:18 AM
Excellent advice. I think concise content that isn't full of jargon is a great way to attract your audience. I agree completely with the fact people want to know what they can get out of your service not just what you've achieved.
Posted by: Jenny Pilley | May 01, 2009 at 04:17 AM
Another way to create quality content is to showcase your customers as thought leaders ... not testimonials, but their views on organizational and industry issues.
Posted by: Mark Bonchek | May 03, 2009 at 11:43 PM
Agreed. But Joe most company owners feel egotistical about their own offerings. Therein lies one problem.
Posted by: atul chatterjee | May 07, 2009 at 06:02 AM
I would agree Atul...and that is the problem. In order to "sell more" today, you actually need to "sell less". By focusing on valuable, relevant, compelling content for your customers, you'll build credibility and trust and they'll want to work with you.
It's not easy.
Posted by: Joe Pulizzi | May 07, 2009 at 07:29 AM