Content Is King by Tom Elliott & Samantha Bovat


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Content Is King by Tom Elliott & Samantha Bovat presented at CMS Expo in Denver, December 2008.

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Content Is King by Tom Elliott & Samantha Bovat

  1. 1. Content is King Samantha (Sam) Bovat & Tom Elliott 4Web, Inc. and CMS Expo, Denver, CO December 2008
  2. 2. Agenda <ul><li>What’s the purpose of your website? </li></ul><ul><li>How to create a message that supports your message and leads to conversion. </li></ul>
  3. 3. Now that you understand the message part of it….. <ul><li>You need to think about how you put your site together. </li></ul><ul><ul><li>Stop creating unnecessary barriers for your visitors. </li></ul></ul><ul><ul><li>Review the purpose of your site again and again until everything you do is based on converting your visitors. </li></ul></ul>
  4. 4. Who is your audience? <ul><li>If you don’t know who your audience is, you had better find out. </li></ul><ul><ul><li>This will help you determine the tone and style of your content. </li></ul></ul><ul><ul><li>Understand how they will receive the information you are giving them. </li></ul></ul><ul><li>What you like is irrelevant. It is what your visitors like that is important. </li></ul>
  5. 5. What is the best kind of content? <ul><li>The kind that: </li></ul><ul><li>CLEARLY conveys your message </li></ul><ul><li>SUPPORTS your website goals </li></ul><ul><li>SHOWS credibility and experience </li></ul><ul><li>& </li></ul><ul><li>GETS the job done concisely </li></ul>
  6. 6. Don’t Break this Cycle <ul><li>Purpose drives the message </li></ul><ul><li>The message supports the purpose </li></ul><ul><li>The purpose supports the overall goals of the site. </li></ul><ul><li>* Keep going back to the purpose again and again. </li></ul>
  7. 7. Let’s talk about Flash Intro Pages <ul><li>Why do I need one? </li></ul><ul><ul><li>Will it enhance or detract from my marketing message or goals? </li></ul></ul><ul><ul><li>Will it help my visitor take action? </li></ul></ul><ul><li>*If your goal is to increase your shoe sales by 15% this year…leave the curtains off the windows of your shop so people can see in even when you are closed. The next time they go by….you get the drift. </li></ul>
  8. 8. How’d They Do? <ul><li>Http:// </li></ul><ul><li>Before you click through the splash page: </li></ul><ul><ul><li>Do you know where you are? </li></ul></ul><ul><ul><li>Do you know what to do? </li></ul></ul>
  9. 9. Technology is great unless.. <ul><li>It gets in the way of your message! </li></ul>
  10. 10. Wrap up. <ul><li>Well written copy: </li></ul><ul><ul><li>Is more effective than bells and whistles (unless they support message) </li></ul></ul><ul><ul><li>Makes search engines happy. </li></ul></ul><ul><ul><li>Gives visitors the directive to take action. </li></ul></ul>
  11. 11. Content is King! <ul><li>That’s our story and we’re sticking to it. </li></ul><ul><li> </li></ul>
  12. 12. Thank You! <ul><li>Samantha (Sam) Bovat </li></ul><ul><li>4Web, Inc. </li></ul><ul><li>For these slides: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>
  13. 13. Next Up <ul><li>Tom Elliott </li></ul><ul><li> </li></ul>
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