“Markets are conversations” – The Cluetrain Manifesto (http://www.cluetrain.com)

However basic this may sound, most companies struggle to keep the content of their site updated and relevant. They still approach their site like an ‘interactive brochure’.

For a site to work, you need to think about it like a living, evolving publication. This means treating it like an editor, with a publishing strategy to create, renew and improve content on a continuous basis.

Insight

Your online content is critical for your offline sales.

How to apply

Keeping your content - articles, videos, pictures and audio files - fresh and compelling is the simplest, yet one of the toughest of all your challenges.

1. Approach your website like a news editor would. Which story will excite the audience? What facts are they looking for? Remember it is the place everyone can go to learn about your company – customers, suppliers, staff, journalists and even your family. Ask your son what he would put on your website.
2. Develop an editorial policy for your site. Don’t push sales content. Go for educational content that is focused on your latest issues.
3. Have team of writers to keep it current and consistent. Make sure this is not the IT team. Use a Content Management System (CMS) to enable your communication people to do it.
4. B2B: Publish exclusive reports and white papers on a regular basis. Offer them for free, or consider selling them.
5. B2C: Create entertaining online experiences, such as a quizz or a game
6. Publish content produced by third parties (this is called ‘syndication’). Invite your suppliers to showcase their exciting stuff.
7. Need a quick win? Recycle your offline material. Just put it all online; print ads, tv commercials, radio clips - but work with an ‘interaction scenario’ that lets the user see certain content when it’s relevant.
8. Or… even better: Let your consumers do the work. Ask them to rate your service, design your products, share their experiences, write articles >> also see Insight 6 “Barbarians at the Gate”

Sources & References

Content Critical: Gaining Competitive Advantage through High-Quality Web Content
http://www.amazon.com/Content-Critical-Competitive-Advantage-High-Quality/dp/027365604X/ref=cm_lm_fullview_prod_3/103-9322367-9367052?ie=UTF8
Check out the site of Gerry McGovern, author of 'Content Critical' and his theory of the long neck - practical stuff: http://www.gerrymcgovern.com/
Makeover Case Study: From Print Publisher to Web ecommerce Powerhouse
http://www.marketingsherpa.com/barrier.cfm?contentID=2951
Channel to expand your knowledge of the various content management options in the market and how to get the best out of them
http://www.e-consultancy.com/topic/content-management/

ZN eMarketing Agency can help you with your editorial plan, information architecture and content management
http://www.zn.be

Insight 2

Insight 4