In this podcast Glenn and Tom talk about content for the Web and how often should content be added to blogs and Websites. When is it too much for the user and when is more content needed to drive conversions and traffic.

How often should content be added to a Website or blog?

• It depends on the goals of the site and why is content being added to the site?
• There are pros and cons to the volume and timing of content.
• Content can be added to drive traffic or conversions

How can new content drive more traffic?

• Google is now rewarding new content and punishing stale Websites.
• Find a happy medium from daily posts to monthly updates.
• Think like your target market.
• Seth Godin blog’s too much.
• Steve Marten and Stephen Colbert Twitter too much.

What about back-dated content?

• This is OK to help spread out the dates of your posts.
• Does not work as well if you write many articles or posts.

How does new content drive conversion?

• New content creates new search engine landing pages.
• Fresh content shows the site is relevant.
• Content-rich sites compete better.
• Google loves new content.

Who should write the content and how do we come up with ideas?

• Find a writer or do it yourself?
• Content writers for the Web are available for higher.
• Use topics that happen in your everyday work life.

Here are the action items from the Podcast:

• Schedule and write new content based on your site goals.
• Keep notes of interesting stories and events that happen during the work day or week and turn them into blog posts.
• Review www.CastingWords.com
• Content comes in many varieties including videos, audios, photos with captions and more. Use a variety of content sources.
• Track the results in Google and in your stats.
• Go back and listen to our podcasts on content for the Web for more information.

How do we avoid a busy Website?

• Understand the most important needs of your Website users.
• Focus on only those items.
• It takes courage and smart marketing strategies to make this work.
• The best Websites implement these strategies.

Here are the Websites reviewed in this podcast:

• Apple.com
• Google.com
• HayNeedle.com
• Amazon.com
• TechforLess.com
• oWot.com
• QVC.com
• BestBuy.com
• Netflix.com
• Blockbuster.com
• Snow.com
• CopperColorado.com
• ArapahoeBasin.com
• MerylRunion.com
• SpeakStrong.com

We end each podcast with an action item plan. What are the key action items for the listener?

• Go back to your business marketing or strategic plan and determine three things you do really well.
• Develop a tagline that works.
• Simplify the design around your brand tagline.
• Fight the urge to add more stuff on your site!

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

What is important to know about online content?

• Content drives the Internet and is never done.
• Content must be Web friendly.
• Content varies greatly depending on the type of Website and strategy.

What do you mean by types of Websites?

Here are the types of Websites most common on the Internet and each needing different forms of content:

• General company Website driving leads or branding.
• eCommerce Websites, content is product focused.
• Blogs and articles or content posting Websites.
• FaceBook and other social networking sites.
• Develop content and strategy for each site type.
• Track results for each.

How does content motivate Web users to action?

• Motivations are different on each Website.
• Content drive searches and word of mouth.
• Users look for content, including photos with captions.
• Website call to action is almost always content focused.
• Know how your target market uses each Website.

Key action items for the listener:

• Develop a strategy and content wish list for each Website.
• Hire a writer to post content.
• Track the results in your stats as users vote on the content they like best.
• Modify and continue to add content to drive results.
• Realize that your Web strategy is constantly in need of fresh content.
• Register your brand on all social networking sites.
• Your Web visitors and search engines will appreciate the effort.

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

What is Google News?

• The future of news and information.
• Online news portal, like a newspaper on the Web backed by the power of
  Google.
• It can be customized for each user.
• Extremely current and updates can be posted immediately see Google
  latest news.
• All stories are included and can be very niche.
• Google fast flip lets the user see all their favorite news sites in
  one place.
• Another way to get your pages indexed by Google.

How can companies and Websites take advantage of Google News PR online?

• First develop a content distribution strategy.
• Know the difference between information and news.
• Your PR must be relevant news.
• Find the PR sites to submit your custom news articles.
• Press releases should be very relevant and key word rich.
• Include the right contact info in each release.
• Have a strategy for conversion from PR traffic.
• Your news can be fed anywhere online where it is relevant.
• It supplements your current content strategies.

Here is a List of Free PR Websites and their Alexia rank:

• http://mashable.com/2007/10/20/press-releases/
• Free-Press-Release.com (2,425)
• 24-7pressrelease.com (Alexa Ranks: 12,951)
• clickpress.com (16,379)
• ecommwire.com (29,418)
• free-press-release-center.info (23,322)
• i-newswire.com (12,808)
• newswiretoday.com (22,199)
• pr9.net.com (15,806)
• prbuzz.com (118,660)
• prcompass.com (85,418)
• prurgent.com (17,766)
• pressabout.com (20,259)
• pressmethod.com (19,814)
• prleap.com (23,091)
• prlog.org (1,243)
• theopenpress.com (26,034)

Here are two very good paid PR Websites:

• PR.com
• PRWeb.com

Who is going to do all this work?

Brafton.com, HelpaReporter.com, IntuitiveWebsites.com and related sites
can write PR articles for you.

We end each podcast with an action item plan. What are the key action
items for the listener?

• Develop a content strategy for news and PR about your Website.
• Review the major PR sites we have discussed and find the best one for
  you.
• Assign writing to an internal or external team member.
• Track results and monitor search engine rankings and traffic.
• Track conversions back to the press releases.

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

What is a generic Website?

• The Website’s only tagline is “Welcome to our Website”
• The Website does not communicate well online
• It does not add value or special insights
• There is nothing unique offered by the site
• The site is an online brochure and NOT dynamic
• It has a high bounce rate

What are few pointers on making the site unique and engaging?

• What works offline should be translated online
• High-level branding and management staff should be involved in the Website messaging and marketing
• A clear direct tagline and /or slogan is needed on every Website
• A well-defined understanding of the target market is critical
• The Website content must speak in the language of target market

Many Websites are loaded with brochure copy or marketing-speak copy, does that lead to a generic site? Brochure copy is the best example of a generic Website. Learn how to write for your target market and the Web in general. Don’t talk about your business too much and use direct and clear communication on all site pages.

How can graphics, images and photos keep a site from being generic?

• Avoid clip art with no messaging
• Use real people with captions in photos and graphics
• Focus on real product photos with as much detail as possible
• Use optional video, slides Flash and other media to tell the story

What are the key action items for the listener?

What makes your business unique and special? Add those benefits to your Website
• Evaluate your Website from the target market’s point of view
• Use clear direct taglines and messaging
• Use dynamic, but unique photography and media with captions and messaging
• Offer product views and descriptions not offered anywhere else on the Web
• Make it very easy to contact your company
• Get feedback through user testing

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

How should a company talk about themselves on their Website?

• Always easiest to talk about yourself.
• Develop an “About Us” page.
• This is the place where people come to learn more about your company.
• Take it seriously.
• If done right, it can drive conversions.
• Users look for value first then want to learn more about your company.
• Opportunity to build trust and credibility.
• The “About Us” page reinforces the brand.

What should be included in the “About Us” page?

• Philosophy and business approach.
• Company history.
• Bios and photos of team members/staff.
• Client lists, case studies, and testimonials.
• Location photos.
• Videos, photos and other content that describe your company

But, how does the “About Us” page drive conversions? First, a visit here shows a high level of interest. The visitor is highly qualified; a trip to this page is likely, not random. Build the credibility and trust the visitor is looking for, then make it easy for them to convert from this page.

Action Plan:

• Create, write or improve your “About Us” page.
• Make the “About Us” page visible on the main navigation.
• Get user feedback on the page and edit as needed.
• Include the items mentioned in this podcast.
• Keep the page current, review it often.
• Measure the stats and conversions from this page.

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

Once you have made the time to write Website Content, here are a few tips on writing content that will get conversions and provide a strong ROI. Content is critical to Web success and plays a big role in getting conversions. Content can be many things:

• Taglines
• Headers
• Blocks of text
• Captions
• Images/graphics/photo/videos/audio
• Anything on the site where there is a connection with the user.

Where do you start?

• Answer the questions: What does your company do and who is your company?
• Homepage, create connection with the user so they want to dig deeper into your site.
• Effective tagline.
• Write for the target market and for the Web.
• include a contact us link on every single page and give users many options (forms, e-mail, face to face visit, phone call).
• Use links within content to drive the user from small to large content.
• Promotions and an invitation for spontaneous action on every page.

How does Web content drive leads?

Work even harder than in the past on your content. Branding and your services description have to be top notch. Services must make a connection with the branding statement. Well organized, resources content show you are a leader in the service you offer.

How does Web content drive sales?

eCommerce sites must connect a lot of pieces that start with your brand identity. This includes photos and captions and product descriptions written for the target market.

What are the key action items for the listener?

• Communicate brand identity on your home page.
• Carry the brand identity throughout the Website.
• Know what the user is looking for and help them find it.
• Make use of captions on photos.
• Use deep content on the about us pages.
• Also, use deep content in your resources section.
• Place conversion points on every page.

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

What is important about the “Contact Us” page?

• Every site needs a “Contact Us” page
• Often not take seriously enough
• It is a very important page, yet many sites don’t have one!
• Part of a conversion strategy
• It is hard to find on some sites
• It is the critical conversion point for many sites

What should be included in the “Contact Us” page?

The five ways to contact you:

1. Phone
2. Email
3. Form
4. Fax
5. Driving directions and locations
6. Additional items to drive conversions

How does the “Contact Us” page drive conversions?

• It is a conversion
• Users visit it for a reason
• Photos of contact people
• Hours of operation
• When someone will get back to the user
• Focus on action and less on content

What about for eCommerce sites?

• Having a shopping cart does not mean no contact allowed
• People should be able to continue to shop from this page
• Reinforce your brand or special offer
• Users should be able to call, fax or email in an order from this page
• Include a printable fax order form or secure submit form
• Make it easy.

What are the key action items for the listener?

• Include the “Contact Us” on your main navigation
• On every page of the site
• Track as a conversion and watch stats to the page
• Make totally easy and simple to use
• Conduct user testing, especially if you have a complex site

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

Getting content done for a Website is a big challenge.  Our clients either don't have time or do not know how to get it completed.   It is worth the investment to either learn the skills or hire someone to put good content on the Web. 

Why is it such a challenge for small or large businesses to get content to their Website?  It takes time, it's hard to find the time, and it requires skill and practice.  Also, the best content resides with just one person or a  few people in any organization.   Don't use any of these reasons as an excuse for not getting the content on the site.  It can be a team effort.  The team will need to have the following skills, a) comfortable with English Language, b) understanding how people read Web copy and c) an understanding of the content and industry.

One way to make all this happen is to hire an external web marketing team to help direct the process to ensure the content is completed.  Whether the content is created internally or externally it still requires a process and persistence.   If you choose to have content written by an external web copy writer  be sure to hire someone that will spend the time to interview the business team and really learn the industry so the final content is relevant and accurate.

What types of content are we taking about?

• Home page copy and branding
• Key bullet points
• About Us content
• Captions and tag-lines
• Headers
• Product and Services
• Resources based content  (blog, information content)

Where can Web marketers go to get resources or get started?

• Keyword research- content should be keyword rich to help draw search engine traffic.   However, write for your target market first and search engines second. 
• Start with the branding component – homepage messaging.
• Find a copy writer that knows how to write for the Web.  If decide to go internal, make sure they get training to do it well.
• Many good books on Web content
• Call Intuitive Websites to help direct the process and/or find you the right person to write your copy.

Key action items:

• WRITE- and do it every day.  The more you do it the better you will get at it. 
• Take the time to think about and develop a strategy for Web Content.
• Make it a priority in your Web marketing strategy. 
• Share what you have learned, write what you have learned about your industry. 
• Find someone to help you or learn yourself
• Make the time, don’t make excuses.

Next podcast will dig a little deeper on this topic.  We will talk about content that drives the conversions.   Once you have made the time to develop content, next make content that will drive conversions. 

Who Will Write the Content?

You need to have someone with the right web writing skills, time and direction to produce the most effective content. Make it a priority and look in-house our out-source.  Content creation is an on going project and you have to keep your content updated. 

How does one learn how to write Web copy?

Use clear headers, bullet points, small paragraphs and clear direct graphics.   Cut your content in half and still communicate the same message.  If your domain does not easily convey what your website is about your headline and tag lines become critical. 

The Principle Law of Website Content 10 out of 10 Rule

All 10 will be able to understand exactly what you do within 10 seconds of coming to the site.    The value your business provides should jump off the homepage.   Your taglines and bullet points should be clear and direct on the home page.   Example pages that are struggling with these concepts are Convene Now and ConsultatitiveHealthCare. 

Avoid Market-Speak to Drive Conversions

Brochure copy should be avoided and cut to the real benefits your provide customers.    Users want to read about what value your business offers not reading about your business.  User convert when the read the content so make sure it is the content they are looking for. 

Develop a Content Theme

Homepage content should be centered around three or four central themes that are key to your business.  User will be looking to answer these questions 1) who are you? 2) Are you professional/qualified? 3)  How can you help me?   If they think you can help, they will convert.  You can reinforce these messages in your navigation and your product and services descriptions  

Your Social Networking tools  should be noted on your Website linked accordingly.  Much of the content on Facebook, Twitter etc. is utilizing the concise content we have been talking about. 

Bad Content is Ignored

Most users do not read poorly presented or written content.  Learn how to write effective content and increase your conversions. Recommended reading:  Killer Web Content by  Jerry McGover,  Letting Go of the Words  by Janice Reddish and Don't Make Me Think by Steve Krug.

Action Plan

• Assign someone to direct content and train that person
• Get inside the head of users and ask the 10 out of 10 question
• Write content for conversions and strategy
• Write content for SEO
• Update your site weekly or more often

This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

- Make taglines direct and to the point, so 10 out of 10 users understand the message.

- Use bullet items as much as possible, especially on your home page and key landing pages.

- Use headers over small blocks of text.  The headers drive the user to reading the text and are good for search results.

- All content leads to conversion points on the Website.

Content drives conversions and users scan content.  Make your content count!

The Contact Us page is one of the most important pages on a Website, yet many times key information is missing or hard to find on the page which results in frustrated users.

It is amazing to see how many Contact Us pages do not include the most common pieces of contact information such as an easy to find phone number and street address for your company.

Here is a quick check list for the Contact Us page.

- Make it easy to find on the main navigation and home page.

- Include a phone and fax number, email, Web based form, office locations, business hours and driving directions.

- Communicate to users that you want to hear from them and they will get a quick response.

- Place contact information on every page of the Website, especially near important services and product pages.

The last thing a Website should do is frustrate visitors just as they are attempting to contact the company! Follow these tips and make sure your Contact Us page is meeting user needs.

Tom Young

This usually happens because organizations get so caught up on their own internal language it becomes very difficult for them to communicate about their business in any other way.  It can also happen because these Website developers believe that people coming to the site will get their message.  Here are a few downsides to difficult to understand Websites.

- These sites do not convert as well and have high bounce rates.

- Users have no reason to refer people to a site they do not understand.

- The site is hard to read and not convenient for users.

- Competitors can build better sites and draw away traffic.

- Search engines do not recognize the content and the site gets less traffic.

- Sales people have a difficulty referring prospects to the site.

The bottom line is frustrated users and poor results.

The solution is to hire an outside Web copy writer that can see your business through the eyes of your target market and help you develop Website copy that gets results and is a pleasure to read.

Communicate in the language of our broadest target market and avoid your internal language on the Web.

There are several reasons for this.  Budgets are not developed properly for content development and most people do not have good writing skills.  When you combine this with the fact that even good writers do not know how to write content for the Web, you get bad Website content.  The content either reads like brochure content, talks too much about the company, is too flowery sounding, is made up of large blocks of text or just poorly written.

For these reasons, most Web content is not read and we see this repeatedly in usability testing.  Here are a few tips to get your content read:

1. Use fewer words to say the same thing.

2. Avoid blocks of text.

3. Make use of well-written headers and bullet points.

4. Focus on benefits, not features and learn the difference.

5. Write in a language understood by visitors, not internal speak.

6. Go to Amazon.com and read books on how to write Web content.

If you ask users to read your content and give you feedback, they are likely to say that it looks fine.  It is better to have them perform a task on your site or look for something, this will give you a better idea of how users scan your Website.

Content is in many cases the most important part of your Website and deserves a solid budget, proper Web writing and feedback from user testing.

The good news is that we will soon be launching Webinars and an interactive slide presentation to educate Web marketing professionals on the four steps to success on the Internet.

In the meantime, keep listening to our Podcasts and look for a lot of new content coming soon about the four steps to online success.

Tom

Make sure the Website has very clear call to action buttons or clear and easy to read phone numbers. Connect call to action items to the content on the Web page and make it useful or valuable, not a tease. Experiment with call to action items in your navigation system.

Are your navigation link titles intuitive? Make sure users understand where they are going when they click on a link in your navigation system. They should not have to guess.

Convey product and service value through photos, audio, video, written content, specs, testimonials, customer rankings, information on product uses, product care information and other ideas you can come up with. Set up a cross-sell and up-sell strategies and use product and service information to increase sales.

Thomas Young

Website visitors love pictures with captions because they can scan and see visuals. Whenever possible tell your story, offer your products and services or just communicate online with pictures and captions.

Hire someone who is a Web content specialist. Don’t take their word for it, but look at how they actually write for the Web. If they write in brief sentences, using bullet items and few words that say a lot, then they can write for the Web. Most writers for the Web use 50% more words then needed.

Compare these two paragraphs, the first taken from an actual Website and the second edited for the Web by me:

“Unique resources at St. Jude Children’s Research Hospital let researchers generate a “gold mine” of data to track evolution of bird flu virus genes and understand how they cooperate to cause disease.”

“St. Jude’s Hospital generates data on bird flu virus genes and how they cause disease.”

Don’t these two sentences say the same thing? Which is easier to read? This is content from the home page that is used to motivate users to click through to the actual article. The scannable content with fewer words will help generate more click-throughs.

Keep content brief and scannable.

Make sure good content is on your site and that users can find it easily with graphics that enhance the site and links that are titled in ways that make sense to the user.  Avoid distracting banner ads or movement on the site that takes away from the user’s path toward content.  In user testing these ads are usually ignored anyway.

Why are Blogs popular?  Because of the interesting, first hand content that offers much more vivid detail then the mainstream news media is currently offering.

Talk to your users to find out what kind of content they want and make it extremely easy for users to find it on your Website.