Web content development is more than just the creation of material used on a site. It is thoughtful planning about how to get the greatest benefit out of that content.
Content is an item on a Web site that doesn’t necessarily have to be sold, thrown out or returned for some reason to a manufacturer.
An item in a store must eventually go. It has to be sold because it occupies valuable space. If it doesn’t sell, the store naturally puts the item on sale and often keeps lowering the price until it is sold.
Good retailers usually make sure they have the right items within their inventory and have a decent track record of selling them, even though they don’t always get the price they want.
Web site content can sit there for a long time, even years, collecting page views and costing virtually nothing to occupy space on a server.
Online content development often becomes focused on what drives the most clicks to an article, but too much of a focus on clicks becomes pandering.
Pandering undermines the credibility of a Web site. Visitors start to lose confidence in the quality of the site as a result. The practice is not much different than the old bait and switch technique.
Traditional media newsrooms at newspapers and TV stations debate every day what stories should appear on page one or at the top of the news program.
They sometimes erupt into fierce debates about what stories to play at the top and how to present them. The headline, the photos and any adjacent stories become subject to debate.
A common content development strategy has developed for many of them that combines interesting stories with important ones.
Interesting stories tend to emphasize human nature such as personality profiles, quirky behavior, great achievements and the link.
Important stories don’t always attract much viewership or readership. One example is a city council or board of education that passes an annual budget. (more…)
Page usability is a goal as important as audience and revenue growth.
The three goals are closely connected.
Increasing page usability leads to higher pages per visit and return visits. Higher pages per visit and return visits will produce more ad inventory, which then leads to more revenue.
Various studies have shown that page speed and clutter are the two biggest criticisms that users have about Web sites. Google in particular places heavy emphasis on the importance of page speed as a ranking factor.
It stands to reason that making a page faster and simpler are the two most important recommendations on our list. (more…)
The term refers to articles that have a long shelf life. In other words, they may be just as useful to the reader a year from now than the day they were written.
The investment of time, energy and even money in generating such content may not pay for itself in the near future, but a good evergreen article will likely pay for itself in the long term and then become pure profit from that point forward. (more…)
Content marketing is a popular concept and effective tactic in online marketing.
But what is content marketing, how is it used and what are the benefits? Let’s try one definition:
Try to find a definition of content marketing through search engines or other means. Quite a few variations show up.
Wikipedia says, “Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.”
Definitions that work best identify the value that content marketing brings to the business and by necessity require a return on investment for the money and labor that go into content marketing.