Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Content-Centric Websites


Published on

Jason Falls's Inbound Marketing Summit 2009 presentation, "Give Them Content Or Give Them Away," focused on building content-centric websites.

  • Be the first to comment

Content-Centric Websites

  1. 1. Give Them Content … Or Give Them Away Building Websites That Capture Not Deter Your Customers Jason Falls – Doe-Anderson Inbound Marketing Summit San Francisco April 28, 2009
  2. 2. <ul><li>Websites Used To Be Brochures </li></ul><ul><li>Customers Got Bored </li></ul><ul><li>Quarterly Updates Won’t Do </li></ul><ul><li>Customers Want To Be Engaged </li></ul>
  3. 3. <ul><li>Consumers Demand Engagement </li></ul><ul><li>Engaging Content Incites Reaction </li></ul><ul><li>Reaction Becomes Conversation </li></ul><ul><li>Website Becomes Living, Breathing Being </li></ul>
  4. 4. <ul><li>Content-Centric Websites Are Updated Frequently </li></ul><ul><li>Good Content Is Linked To By Others </li></ul><ul><li>Search Engines Scan For “Relevance” </li></ul><ul><ul><li>Is it recent? </li></ul></ul><ul><ul><li>Do other people think it’s good? </li></ul></ul>
  5. 5. So, How Do We Do It? <ul><li>Return To Your Marketing Roots </li></ul><ul><ul><li>Define Your Product </li></ul></ul><ul><ul><li>Define Your Audience </li></ul></ul><ul><ul><li>Define Your Competitors </li></ul></ul><ul><ul><li>Define Your Environment </li></ul></ul><ul><ul><li>Define Your Success </li></ul></ul><ul><li>Build Content Around Your Consumer </li></ul>
  6. 6. Prove It! Point in presentation where Jason rolls the dice and wings it!
  7. 7. Riddle Me This, Batman! <ul><li>Category </li></ul><ul><li>Product </li></ul><ul><li>Name it </li></ul><ul><li>What are its key benefits? </li></ul><ul><li>Competition </li></ul><ul><li>Environmental Factors </li></ul><ul><li>What Is Success? </li></ul><ul><li>Who is our audience? </li></ul><ul><li>Where do they work, play, shop, dine? </li></ul><ul><li>What do they like to do for fun? </li></ul><ul><li>Who are their friends? </li></ul><ul><li>What interests them (in and out of our category) </li></ul><ul><li>What makes them buy things? </li></ul><ul><li>Demographics (for the dorks in the room) </li></ul>
  8. 8. What Would Interest Your Audience? <ul><li>What do we know? (generally speaking) </li></ul><ul><li>What can we give? (product, expertise) </li></ul><ul><li>What can we explain? (how-to) </li></ul><ul><li>What can we share? (other's content) </li></ul><ul><li>Who can we interview? </li></ul><ul><li>What can we have fun with? </li></ul>
  9. 9. Examples <ul><li>Note: Jason Falls has never claimed to be a designer. </li></ul>
  10. 10. Factors To Consider <ul><li>“ Content” Implies Need For CMS </li></ul><ul><li>Search Engines Look For Relevancy </li></ul><ul><ul><li>Is is recent? </li></ul></ul><ul><ul><li>Do other people think it’s good? </li></ul></ul><ul><li>Branded Content Doesn’t Have To Be About The Brand </li></ul><ul><li>You Are Giving To Get </li></ul>
  11. 11. Don’t Forget! <ul><li>It’s Not Rocket Surgery </li></ul><ul><li>Start With Marketing Basics </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Competition </li></ul></ul><ul><ul><li>Environment </li></ul></ul><ul><ul><li>Success </li></ul></ul><ul><li>WWOCE - What Would Our Customers Enjoy? (WWJD) </li></ul>
  12. 12. Let’s Connect Jason Falls VP, Director of Interactive & On-Line Communications Doe-Anderson Louisville, Ky. [email_address] Twitter: @JasonFalls O: 502.815.3257