If there’s one lesson that we’ve learned in 10 years of creating original content for the web, it’s the notion that whoever has the best content wins. If you have better content than your competitors, you’re going to do better across various metrics, from SEO to numbers of unique visitors, to numbers of repeat visitors, to length of time on the site, to actions influenced, to improved conversion rates, leads generated, and so on.
If you’re reading this blog, you’re no doubt a netizen. Think of what inspires, informs and influences you the most in really great web presences today. This applies equally across corporate, non-profit or government communications initiatives.
An easy-to-remember mantra when planning an effective web communications strategy today is: Whoever has the best content wins.
Imagine going to Entity A’s website and finding standard marketing brochure pablum and a lackluster presentation of product, service or cause.
Now, imagine finding their competitor, Entity B’s, web presence. Imagine that it’s a cornucopia of helpful insight, instructional information, educational information, entertaining experiences, as well as a community of people interested in the same things, etc. Oh, yes, and products or services to buy, or causes to support.
Where might you spend the most time and the most dollars?
I’d bet my money on Entity B being the winner.
There’s more to it than this, of course. A content strategy can’t exist in a vacuum. A content strategy has to be a key component of an overall integrated, inbound marketing communications approach that includes additional online and offline outreach activities.
However, as an easy-to-remember mantra when planning an effective web communications strategy in today’s world, whoever has the best content wins can’t be beat.
Here are some additional topics that we’ll be blogging upon in coming weeks:
- Your Web Presence is the Center of Your Universe
- It’s Not a Site, It’s a Presence
- Your Web Presence As Your Channel
- Your Web Presence As A Product
- Be The Definitive Resource
- Match Content to Specific Desired Outcomes
- Content: The Investment That Pays Dividends
- Extend the Experience
- Pro-Generated vs. User-Generated Content
- Why Authenticity Matters
- Go Visual
- Appeal to Your Audience’s Emotions
- Content Closes The Sale
About the photo:
Ken Corben and his team are filming the undersea wildlife of Prince William Sound 20 years after the Exxon Valdez oil spill. They find that nature has not just regenerated but is thriving as they encounter pink and chum salmon spawning, seals, sea otters and medusa jellyfish. Read the full story at DiveRite.com.