Tag Archives: content Blog

LeEco Comes to US With New Level of Integrated Content, Services and Hardware

LeEco–a mega-Chinese content, services and hardware company–launches in the US, with ambitions that include everything from phones to movies to self-driving cars–all integrated in ways heretofore unseen. They’ve got the chops and the Chutzpah, but will US consumers respond?

If you were to take Apple, Amazon, Paramount Pictures, Tesla, Uber and Netflix and combine all of those companies, you get what LeEco does in China …

Read full article: http://cnet.co/2e3acp5

Facebook’s Newsfeed

Businesses have gone to great lengths to setup Facebook ‘pages’ and get ‘Likes’ in order to expose prospects and customers to their goods and services. This is what marketing is all about. But understanding how to use these mechanisms to get results reliably can be daunting. In this area of marketing we have little control, or so it seems. The following article from TechCrunch helps illuminate the workings of Facebook’s Newsfeed — the stream of posts users see when they’re on the service. If we have a better idea of how our content is being handled, we at least have a shot at producing posts that are deemed valuable and therefore shown to the people we want to reach.

The article has a lot of great information, and there’s even a section that will be updated whenever Facebook makes changes to its algorithm. It’s well worth reading, but I’ll cut to the last few paragraphs, which provide guidelines for the kind of content that does well, and should help all of us create better posts with more reach to help achieve our business goals online.

The best tactics for appearing prominently in the News Feed end up being quite straight-forward: share things that are interesting, authentic, and resonate with your audience. That typically means visually compelling media, funny or emotional content, and important news that’s fascinating to a wide audience … [People] just want to be stimulated. Do that, and Facebook will share what you have to say.

Read full article: http://tcrn.ch/2cfw5B3

User-Generated Content Resonates With Consumers

Stock photography has long been a staple on most websites. It’s used to create visual appeal and connect companies and products with with website visitors. But the rise of social media and reality TV has brought with it a media-savvy generation that no longer relates to staged, stock imagery. Instead, modern consumers are beginning to lean towards media that is genuine and authentic. Hence, we’re seeing the increasing use of user-generated content on websites.

Typically these campaigns are featured on the home page or product pages and are feeds from the company’s Facebook or Instagram accounts that show real people using actual products in real life. Some of the content can be quite clever and creative, especially when posts are short video clips or GIF animations (check out Starbuck’s Frappuccino site for examples). And the authenticity apparently creates a much stronger bond with customers.

Content needs to be authentic for marketing campaigns to succeed, which is why user-generated content has emerged as a priceless resource … A Bazaarvoice survey revealed that over half of Americans trust user-generated content more than any other information on a company website. Eighty-four percent of millennials report that user-generated content on company websites has at least some influence on what they buy.

Taking advantage of user-generated content not only helps brands build trust, but also creates a stronger connection between the brand and the consumer. When people see images on a website or in an ad campaign that are recognizable, the brand does not seem cold and faceless … It seems like a company that understands them — their life, likes and dislikes, and needs. This sense of understanding leads to engagement and loyal fans.

Incorporating an Instagram or Facebook feed on the website is becoming a powerful tool for companies looking to connect with customers. It’s time to start investigating how to bring user-generated content into the content mix.

Read full article: http://tnw.co/1QjUfEy

Content: From a Visitor’s Point of View

Website content is the vehicle site visitors take to decide if your offerings meet their needs. Writing web content requires a style fit for the medium. Web users are busy and rely on the Internet for convenient access to information. To communicate effectively it’s important to understand what motivates users, how they use the web, and how to speak to them on their terms.

Web users are primarily online to solve a problem. The sites they visit must quickly make it clear whether they can solve that problem, or the visitor will move on.

Because of the sheer volume of information available, web users do as little reading as possible, then make a judgement. They scan pages for relevant information, then decide whether or not the site can help them. Information therefore must be presented in “scannable” form. Headings, subheads, photo captions and bullet lists are all important scan-points for website visitors, who use these elements to determine if there is anything worthwhile for them on the page.

If a visitor finds something of interest, they will click to go deeper, and read in more detail. But initially, visitors cannot be expected to wade through lengthy paragraphs when it’s so much easier to click to something else that may be more useful.

Web content also benefits visitors when it’s more focused on information and less on “sales-speak.” Glossy, adjective-laden prose serves the company, not the visitor, and visitors have no patience for it. What visitors want is solid, factual information that helps them solve their problem. The sooner their problem is solved the sooner visitors can stop searching and become customers.

Brief Is Better

Because reading on computer screens takes energy, and because visitors are busy to begin with, web content must be brief. Short paragraphs and sentences with plenty of white space make textual content much more inviting. Cutting the word count to the bare minimum almost always improves readability.

But web pages are not only read by people. Computers read sites, and this is especially important when sites are visited by search engine “spiders.” These programs read pages and assign rankings based on the content they find. Web pages, therefore, should be written with search engines in mind. Keywords should appear in the page’s META and TITLE tags as well as headings, image ALT tags and page copy to improve search engine rankings.

Finally, content should cause visitors to act. “Action” should be the automatic response of visitors whose questions have been answered, and whose problem has been solved as a result of visiting the site. Content can include links or other devices that enable visitors to act on the information they’ve found by going to the next step in the process. Giving users the ability to act on information is a key difference between the web and other communications media, and can be fully utilized in web content. For instance …

More …

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Content Strategy

Search, social, penguin, panda … a website requires a content strategy today, and someone to oversee it.

When you consider that people have been on the web for content since day one, it’s amazing that content hasn’t gotten the premier position it deserves until now. But that’s what social media has done. Sharing content via social networks increases its value exponentially through the power of recommendation. If a user says something is good it carries much more weight than if a brand, media outlet, agency, or salesperson says so. And content can literally be anything, whether it’s hot off the press or exhumed from the archives. A creative touch can put value on anything and it becomes content.

“a head of Content Strategy, Creation and Distribution … should be at least vp level and report to the CMO. It makes sense that this person live in marketing, but he or she is going to have to build relationships and bridges to every part of the organization and teach companies to think about all published materials as content. Very importantly, they must evangelize the importance of content in driving business results and help the entire company think about whether or not a piece of content is worth sharing.”

Soon all the social networks will want to use your likeness and words to place implied recommendations on anything that’s for sale. The further your content can be shared — or the more shareable content you can publish — the more social-power will come into play in your sales process. Every website today needs, no, requires a content strategy, and someone to drive it. Think “content.”

Read full story: http://bit.ly/1a0tCBM