Go ahead, ask:
We believe in the power of open dialogue — between consumers and marketers, customers and companies, audiences and publishers and even agencies and clients. We welcome your questions.
What's changed in the way users interact with online content?
Audiences want to consume content on their own terms. The days of spoon-feeding a willing audience are over. Today's audiences have — and expect — total control over how, when and where they get their content. Give the audience multiple ways of connecting and you will be rewarded with more engaged users.
How can I best make use of my online content?
Online content must take advantage of the unique properties afforded online. The days of static content are long gone. Your audience expects to do things with your content — they want to save it, discuss it, rate it, cross-reference it, tag it in a way that's more meaningful to them, or even blog about it. For them, the lines between content and functionality are blurred. You need to make sure that you're providing them with relevant ways to act on your content.
How important is merchandising the whole site on my lower-level pages?
Your site needs to reinforce its promise and offering on every page. The old paradigm focused on a top-down flow from the homepage. Today, thanks to sites like Google, your visitors' first introduction to your site is likely at a lower-level page. Think of every page as a gateway into your site's full range of offerings. Connect each bit of content to other relevant aspects of your site. Remember that your content is just a part of your audience's information ecosystem, and that you need to prove your worth to them at every step.
What kind of value can I really expect to get by letting users comment on and discuss my site's content?
Like it or not, your audience expects robust, ongoing dialogues (even if just to observe). User dialogue, in some cases, can be more engaging than the content itself. It can extend the appeal of your content long after you publish it. It's also a great source of insight as to who exactly your audience is and what moves them — and it's free.
I run a marketing website. Why should I care about content?
Because your customers already do. Purchase decisions, especially significant ones, always have multiple influencers and the proliferation of online content has put this "guidance" at your customer's fingertips. By stepping into the conversation with useful information, you can actively engage your audience, rather than just stand on the sidelines and hope they figure it out on their own.
Questions?
Question still haunting you? Go ahead and ask us. We would love to hear from you.
