It’s online content that sells. To move product, that content must be compelling, not just informationally (that’s the old Web 1.0 content model), but socially. Creating a socially compelling website isn’t a matter of simply splashing SHARE+ icons all over the place, or having external links to Facebook or Twitter. Clients achieve social status with content that conveys to their prospective customers those value propositions that uniquely distinguish them from competitors, and for which new customers are looking.

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J.R. Naidish
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It’s online content that sells. To move product, that content must be compelling, not just
informationally (that’s the old Web 1.0 content model), but socially. Creating a socially compelling
website isn’t a matter of simply splashing SHARE+ icons all over the place, or having external links
to Facebook or Twitter. Clients achieve social status with content that conveys to their prospective
customers those value propositions that uniquely distinguish them from competitors, and for which
new customers are looking. Website content is architected around a sales funnel. The site’s
navigation architecture is crafted to organically move visitors through content that leads them into
that funnel. Also related is external socially-compelling web content, which can translate to offline
content…an often overlooked component in a client’s overall marketing communications strategy.
Case Studies
Case Study: Naidish’s B2B client manufactures communications boards, and the company’s
target customers integrate that product into their blade servers. As Joan found their existing
website’s content, it extolled product features, such as smaller, faster, runs cooler, and is more
reliable, and so on. Content related to the company was filled with clichés and platitudes on the
About Us page.
Joan first focused on the product and its benefits not only to target customers, but also the
benefits end users gained by having the client’s product “inside.” The site’s product section
content, along with offline product collateral and sales kits, were repositioned to highlight end
user advantages. As to branding messages, a new remote website was launched where end
users could congregate and socialize. New market relationships were forged to promote brand
advocacy in the target customer’s channels. A makeover of the About Us tab’s content included
compelling information about the client’s business value propositions, both aimed at its target
customers and their customers.
Within three months, the made-over website and all the related ancillary content pumped up
orders by 12%.
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Joan R. Naidish
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(818) 883-9895 B2B High-Tech Specialist jnaidishfreelancer@att.net
(818) 883-9895 B2B High-Tech Specialist jnaidishfreelancer@att.net
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