Important, memorable and valuable website content should be at the heart of your small business website. But, with tons of information online, it can be a nightmare identifying and producing worthwhile website content. Before we get into website content specifics, let’s take a quick look at how the internet is turning traditional media on its head, and what this means for your small business website.
Newspapers, TV And Radio Are Dying
Traditional media is dying a slow, painful death in cities across the country. Network and cable television are pumping out more and more reality shows, struggling to find a pulse, while newspapers are being crushed to death by the massive weight of free website content online. Who wants to buy a newspaper, when you can check your favorite Blog or RSS feed for the day’s top stories — and for free? And, who wants to watch their favorite TV show when the network dictates, instead of choosing when to watch it online — for free?
Media Fragmentation
The death of traditional media is bringing about a complete sea change in how people find information about the products and services they buy. Small businesses need to dig deeper and further than simply advertising on local TV, in the local newspaper and in Yellow Pages. If you don’t believe what’s coming — stop and watch a teenager for a few minutes.
Teenagers don’t pay attention to the nightly newscast; they read up on the world through their favorite Blogs, on Twitter and YouTube videos on their cell phones. It’s mind boggling to see a teenager simultaneously watching TV, catching up on their favorite website, texting a friend, while talking on their cell phone. The above scenario is a prime example of how fragmented media is!
Media Fragmentation’s Impact On WebSite Content
With an abundance of website content online and an increasingly fragmented media landscape; it’s more important than ever to produce specific, highly-targeted website content to use as a marketing tool for small business. One size fits all just won’t cut it anymore. Break down your customers into tight niche markets based upon industry, demographics and wants and needs. Then produce specific website content that speaks directly to their needs. Use customized website content to really reach out and grab prospects, to speak to their wants and needs directly.
You’re probably wondering, what kind of website content should you include on your small business website? Services businesses are a bit different than companies selling products, but the following are a few suggestions for producing quality website content.
What Website Content Should You Include?
Talk openly and clearly to customers and potential customers. They’ll want to know and understand terminology specific to your business. Customers will also appreciate website content that helps them make an informed purchase, such as: cost calculators, detailed product reviews, features and benefits, white papers, research reports, video demonstrations, Podcasts and customer testimonials.
Customers will also need reassurances about buying from you. Inform potential customers about your billing procedures and terms, shipping practices, return policies and details on guarantees or warranties. And most importantly, start adding quality multimedia features, such as Flash presentations, interactive charts and tools, video reviews and helpful audio downloads.
In Conclusion: What Media Fragmentation Means For Your Small Business Website
With continuing and rapid media fragmentation, the key to a successful small business website is in producing valuable, targeted and relevant website content. Customize your website content for targeted niche markets and focus on their unique needs. Use your website content to educate customers on how your solutions will benefit them and take advantage of traditional media’s decline. Be sure to include quality multimedia features, such as video, audio and interactive presentations.
Where do you think you’re going? Stop and give us some love! If you liked this article, or even if you hated it, please leave us a comment. It’d really make our day! We’d love to answer questions or start a discussion on how media fragmentation is impacting website content. If you want to keep mum, we understand. Thanks for reading!
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