Marketers need to understand that their site can make or break a consumer's opinion of their brand in just a few seconds, and that nothing drives off a potential customer more quickly than a stagnant, self-promoting site.
New York (PRWEB) July 24, 2008
Sure, you have a Web site. You created it a few years back, it has an overview of your company and its products, you've updated it a few times, but--let's be honest here--it's not really a high priority.
But maybe it should be.
That's the message of the groundbreaking new marketing book Get Content. Get Customers. Authors Joe Pulizzi and Newt Barrett are on a mission to teach marketers about the importance of high-quality, information-rich content that draws consumers in and keeps them coming back.
And in the age of the Internet, nothing has more power to reach consumers than a well-designed Web site.
"It's really unbelievable how many companies squander the inherent possibility of their Web sites," said Pulizzi. "Marketers need to understand that their site can make or break a consumer's opinion of their brand in just a few seconds, and that nothing drives off a potential customer more quickly than a stagnant, self-promoting site."
Added Barrett, "A Web site has to be more than just a placeholder--it should be a dynamic resource that educates customers and builds loyalty through unique, informative content."
In Get Content. Get Customers., Pulizzi and Barrett examine some of the most successful Web sites, from both large and small companies, to showcase the best of the medium and to help readers understand what draws customers in…and keeps them coming back.
The best corporate Web sites benefit both company and consumer by:
- Offering free content that visitors will want to share with others. Smart companies tap into the power of word of mouth to spread the word about their site and their products. Example: Mindjet at Mindjet.com;
- Providing customers with content that's vital to their information needs while simultaneously serving company marketing objectives. Example: Miller Manufacturing's Millerwelds.com
- Making an investment in high-quality editorial content a key part of the marketing budget. Example: Pinsent Mason's Out-Law.com;
- Creating content for their ideal consumer. They don't waste time trying to be all things to all people. Example: Best Buy's Best Magazine at BestMag.com;
- Thinking like a publisher: What information is essential to your customers, and how do you use that to get customers to buy from you? Example: Bitemark at Bitemark.com.au;
- Designing an easily navigable site, establishing a straightforward process for visitor subscription, and making it easier for customers to purchase products. Example: Flex Products at Flex-Products.com;
- Using great content to get customer permission to capture critical data (name, email address, etc.). Example: Procter & Gamble's HomeMadeSimple.com;
- Tapping into shared customer passions. Example: Millerweld.com's RSS Feeds for special interest groups;
- Using design and content to capture visitors' imagination and aspirational thinking. Example: 'Tween Waters Inn at Tween-Waters.com;
- Driving industry thought leadership with a relevant and informative blog written by an individual or team that is passionate about the content. Example: Fleishman-Hillard's The Boomer Blog;
- Connecting with global customers by providing locally customized content to build customer loyalty. Example: Rockwell Automation at RockwellAutomation.com.
About Joe Pulizzi
Thought leader, speaker, writer and evangelist for content marketing, Pulizzi is founder and chief content officer for Junta42, a content marketing/custom publishing community search engine and resource, helping businesses of all sizes learn how to create valuable, relevant and compelling content. Junta42's Match product is a web service that helps businesses and associations find the best possible vendors for their custom content projects. Joe was recently names "Custom Media Innovator of the Year" by American Business Media. Joe's blog, http://blog.junta42.com, is one of leading blogs in content marketing.
About Newt Barrett
Newt is president of Content Marketing Strategies, a division of Voyager Media, Inc. His company helps small- and medium-sized companies attract new customers through the use of relevant content practices. Newt is a leading thinker on the new discipline of content marketing. He urges marketers to think like publishers by delivering essential, relevant, and timely information that makes customers smarter and wiser-and much more likely to become buyers. You can find more about Newt, his company, and about content marketing at Content Marketing Today.