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Content Rich Websites

Katie Tomaino

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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”

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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?

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Vujacic.net

Sasha Vujacic

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FoodNetwork.com

Food Network

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Canon

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The End