3 Content Tips for Brands' Success

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Brands, nowadays, need to start looking beyond themselves in order for them to integrate their company and content to the lives of their stakeholders. They need to widen their content scope to …

Brands, nowadays, need to start looking beyond themselves in order for them to integrate their company and content to the lives of their stakeholders. They need to widen their content scope to complement their original content and become recognized more than just as a producer of product X. This can be done through online content curation.

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  • 1. WWW.VIIWORKS.COM PAGE 1 3 CONTENT FOR BRANDS’ WEBSITE TIPS SUCCESS
  • 2. WWW.VIIWORKS.COM PAGE 2 TABLE OF CONTENTS ARE YOU AN ONLINE CURATOR? p.7 FOCUS ON LOCAL BUSINESS p.10 WHEN WEBSITE BUILDING BRANDS AS CURATORS p.3 CONCLUSION p.12
  • 3. WWW.VIIWORKS.COM PAGE 3 BRANDS AS CURATORS Brands once had a proud attitude when it came to marketing. It had been about me, me, me: what my product can do, why my product is better than others, why it’s so expensive, etc. etc. Due to the internet, people are now exposed to, so much infor- mation that it has become overwhelming to many. When a brand wants to stick out and get all the attention to “me, me, me”, there are about a thousand more offering a similar product; vying for that person’s attention as well. So what happens? Photo credit: epSos.de / Foter.com / CC BY The consumer will look for the cheapest, most accessible, most nostalgic or most recommended product that they will find, and all the other brands are lost in the information trash bin for the time being.
  • 4. WWW.VIIWORKS.COM PAGE 4 Brands, nowadays, need to start looking beyond themselves in order for them to integrate their company and content to the lives of their stakeholders. They need to widen their content scope to complement their original content and become recognized more than just as a producer of product X. This can be done through online content curation. The consumer will look for the cheapest, most accessible, most nostalgic or most recommended product that they will find, and all the other brands are lost in the information trash bin for the time being. Brands, nowadays, need to start looking beyond themselves in order for them to integrate their company and content to the lives of their stakeholders. They need to widen their content scope to complement their original content and become recognized more than just as a producer of product X. This can be done through online content curation. Photo credit: gcouros / Foter.com / CCBY-NC-SA Content curation is the process of sorting through information available online and translating it into a meaningful and orga- nized way covering a specific topic or theme. In simpler terms, curation is gathering and presenting content that is important to a brand’s stakeholders. There are many advantages for a brand to handle its online cu- ration:
  • 5. WWW.VIIWORKS.COM PAGE 5 • It is cost effective: since it takes longer to create content from scratch. • It is a more “human” way for brands to organize web content about them: because nothing beats human interpretation. • Online curation is the best form of social (media) giving: because the online community appreciates content shared, without an agenda. What is needed to be an online curator? Photo credit: PHOTO/arts Magazine / Foter.com / CC BY-NC Creativity and a keen eye would be the most necessary skill for online curators. Creativity because curators need to be able to translate certain jargon that may not be understood by the tar- get audience and a keen eye since there is so much information available and only some of it may actually matter.
  • 6. WWW.VIIWORKS.COM PAGE 6 It is also important to remember the three S’s of online curation: Seek, Sense and Share. SEEK: curators need to be able to define a topic clearly and cap- ture relevant information in relation to the topic SENSE: products must be annotated, and should add value to the work. SHARE: site sources, comment, add reviews & testimonials, and distribute to the target audience. Seems pretty easy? It actually is and almost anyone can be an online curator. That is why now is the chance of your brand to manage its own content online. Know more about online curation by contacting Viiworks via Viiworks’ contact form or by calling us at +63 02 846 8844.
  • 7. WWW.VIIWORKS.COM PAGE 7 ARE YOU AN ONLINE CURATOR? Whenever we hear the word CURATOR the things that come to mind are museums, paintings, sculptures and those snobby guides telling us about brush strokes, post modernism and hy- perrealism. These days, however, almost anyone can be a cura- tor (or already is! Maybe they just didn’t know it yet), because of the web. Online curation involves the ingestion, analysis and contextu- alization of web content and information of a particular nature into a format that anyone can understand. Put simply, an online curator is like an archaeologist who looks for rare relics and lost treasure and shares the perceived value (content) of these items with the public (“online audience”). Photo credit: pmorgan / Foter.com / CC BY-NC-ND
  • 8. WWW.VIIWORKS.COM PAGE 8 Nowadays, since 571 new websites are created every minute, tweet 175 million times each day and upload 48 hours of new video every minute, a curator will constantly have to skim through all the data. Through different online media like Facebook, Pinterest or Tum- blr, everyone is given the opportunity to be an online curator or to follow users who are, since these platforms are about repinning, reposting or reblogging content from other people (curation) as much as sharing thoughts and ideas with other people (creation). Curation can also be done through other means like construct- ing a “Top 10 list of things to give this Christmas”; based on other information found on the web. There are also others who follow a more scientific approach through data curation; provid- ing precise information to industries like marketing, graphic de- sign and even politics for their own consumption. There are also consumer curators who browse products online and categorize them based on how they see fit, like “What to pack for my trip to the Bahamas” or “Best food for a flatter stomach”. This is to guide specific target audiences in their purchases. But online curation does not merely mean copy- pasting a tweet or a post or re-uploading a video. This all requires much patience, creativity and keen editing eyes, at the same time the ability to translate one type of jargon to an entirely different crowd. This also means that to be a curator, you cannot just copy-paste information. You also need to identify the necessary information that needs to be communicated to
  • 9. WWW.VIIWORKS.COM PAGE 9 your audience conveyed in a more understandable language. Photo credit: Mark Fidelman / Foter.com / CC BY-NC-ND Brands can use online curation as means to identify themselves more properly in terms of market preferences to garner a more personal relationship. So are you an online curator? Maybe or you’re probably on your way to becoming one (that’s probably the reason you are reading this). To know more about online curation and business opportu- nities you can get from it, contact Viiworks via Viiworks’ contact form or by calling at +63 02 846 8844 for inquiries.
  • 10. WWW.VIIWORKS.COM PAGE 10 FOCUS ON LOCAL BUSINESS WHEN WEBSITE BUILDING When people build a website to set up an online store, they of- ten intend to go global. They want to finally be able to advertise their services and products to markets in other countries. It also means they could make a sale at given time since the e-com- merce website can always be accessed round the clock. With so much emphasis on globalization, buyers and sellers both risk ignoring their local market and miss out on what they can poten- tially offer. Start Fresh When Developing a Website When designing your website for your business, make sure that your address is displayed on all of the pages. If the address is too long, include your city, state, country, postal code, and tele- phone number. It is crucial for search engines to know where you are coming from so that your potential customers will be more comfortable doing business with you.
  • 11. WWW.VIIWORKS.COM PAGE 11 What is Its Significance to You? Imagine this scenario: you sell electronic devices through your online store, and it is thriving. When you hired that web design specialist, he was able to secure your page at the top of search results. You have high Web traffic because of potential buyers from other countries, but you have no local visitors who could buy your products with less hassle and would be responsible for most of your sales. What you really want is to convert web traffic into actual sales. Promoting your address on your site and making certain that search engines can trace your location will help encourage local prospective clients to support your enterprise instead of com- panies that are based elsewhere. Since local customers know where to find you, they may even visit your office in person to conduct marketing and business transactions. This helps you build rapport. The benefit of this is that your online reputation will improve, and your business will become popular in your neighborhood, where it really counts. There will be a time when your Internet traffic will be mostly endorsed by testimonials posted by your local market.
  • 12. WWW.VIIWORKS.COM PAGE 12 CONCLUSION Website creation is NOT the only way for online success. It is only a gateway for online presence. Much of the success will come from regular integration of content a website’s traffic will appreciate. Content curation is one way to make web users appreciate your expertise and knowledge on the subject. Also, it is important to know where are the right places to share your content, the right time to share, and the technicalities in- volved to make search engines find your content. It may sound like a lot of work involved, but with the proper man- agement, the process will be flowing and you will be content producting and curating in no time at all. For more information on content and curation management, don’t hesitate to contact us. CONTACT US TO LEARN MORE
  • 13. WWW.VIIWORKS.COM PAGE 13 IMPRINTS Published in April, 2014 By VIIWORKS These articles were created by VIIWORKS.COM to aid business owners in utilizing technology for their business success. This eBook can be shared / redistributed but NOT be sold or edited in any way. VIIWORKS was established in 2006 as a Web Technology Com- pany. In a short span of time, we have already aided hundreds of business partners to expand their market. Since then, we have evolved to Digital Marketing and software development, aiming to provide more ways to secure business growth and to make businesses accessible to a broader market. Through our ad- vanced software engineering capabilities and producing state- of-the-art web technologies, we guarantee solutions and more profit for you! Website: VIIWORKS.COM Email: info@viiworks.com PH Phone: +632-846-8844