Content-Centric Websites
12
Give Them Content … Or Give Them Away Building Websites That Capture Not Deter Your Customers Jason Falls – Doe-Anderson Inbound Marketing Summit San Francisco April 28, 2009
-
Upload
jason-falls -
Category
Business
-
view
660 -
download
0
Transcript of Content-Centric Websites
Give Them Content …
Or Give Them AwayBuilding Websites That
CaptureNot Deter Your Customers
Jason Falls – Doe-AndersonInbound Marketing Summit
San FranciscoApril 28, 2009
Websites Used To Be BrochuresCustomers Got BoredQuarterly Updates Won’t DoCustomers Want To Be Engaged
Consumers Demand EngagementEngaging Content Incites ReactionReaction Becomes ConversationWebsite Becomes Living, Breathing
Being
Content-Centric Websites Are Updated Frequently
Good Content Is Linked To By Others
Search Engines Scan For “Relevance”
Is it recent?
Do other people think it’s good?
So, How Do We Do It?So, How Do We Do It?
Return To Your Marketing RootsDefine Your ProductDefine Your AudienceDefine Your CompetitorsDefine Your EnvironmentDefine Your Success
Build Content Around Your Consumer
Prove It!Prove It!
Point in presentation where Jason rolls the dice and wings it!
Riddle Me This, Batman!Riddle Me This, Batman!
Category
Product
Name it
What are its key benefits?
Competition
Environmental Factors
What Is Success?
Who is our audience?Where do they work, play, shop, dine?
What do they like to do for fun?
Who are their friends?
What interests them (in and out of our category)
What makes them buy things?
Demographics (for the dorks in the room)
What Would Interest Your What Would Interest Your Audience?Audience?
What do we know? (generally speaking)
What can we give? (product, expertise)
What can we explain? (how-to)
What can we share? (other's content)
Who can we interview?
What can we have fun with?
ExamplesExamples
Note: Jason Falls has never claimed to be a designer.
Factors To ConsiderFactors To Consider
“Content” Implies Need For CMS
Search Engines Look For Relevancy
Is is recent?
Do other people think it’s good?
Branded Content Doesn’t Have To Be About The Brand
You Are Giving To Get
Don’t Forget!Don’t Forget!
It’s Not Rocket Surgery
Start With Marketing Basics
ProductAudienceCompetitionEnvironmentSuccess
WWOCE - What Would Our Customers Enjoy? (WWJD)
Let’s ConnectLet’s Connect
Jason FallsVP, Director of Interactive
& On-Line Communications
Doe-AndersonLouisville, Ky.
Twitter: @JasonFalls
O: 502.815.3257
www.socialmediaexplorer.com
