A content-rich website (CRW) provides a variety of continually updated content like text, images, and sounds to attract visitors and keep them engaged with the brand. CRWs can be used to build a brand's image and transparency by informing visitors about what the organization offers. They integrate different online media under a single brand presence and are well-suited for considered purchases. While CRWs require ongoing effort to maintain, they can positively impact customer relationships throughout the buying process by addressing awareness, acquisition, sales, and retention gaps. Measurement tools evaluate metrics like visitor traffic and behavior. Examples of successful CRWs include personal sites, media sites, and brand sites.

1. Content Rich Websites Katie Tomaino

2. What is a Content-Rich Website? “Organizes the online personality of your organization to delight, entertain, and –most importantly– inform each of your buyers”–The New Rules of Marketing & PR, David MeermanScott

3. The Basic Elements of a Website Architecture HTML, XML, servers, technology Key person: Webmaster Design Layout, images, colors, navigation Key person: Graphic Designer Content Copy, multimedia with purpose Key person: Advertiser / Marketer

4. What is a Content-Rich Website Content: the information on a website Can be text, images, sounds, etc. What is the point? Getting people to keep coming back to the site How: continually updating the content on the site News, articles, opinions, etc Match the content to the target you are trying to attract and sell to

5. Two Uses of CRW CRW feature different kinds of content for the internet-user to experience revolving around a brand or idea Good way to build brand image and provide information about what is offered Some people build websites to attract people and get them to click on the advertisements on the site More focused on making money For the Content For the Ads

6. Pros of CRWs Transparency: A visitor can gain an understanding of what the brand is all about as well as what they have to offer; it is all upfront. Integrated Media: Unifies the brand’s internet presence Important tool for high-ticket considered purchases: hotels, financial services, automobiles, consumer electronics, etc

7. Cons of CRW Can take more time and effort than other tools to keep up to date Later, however, we will look at the relationship between time/effort and impact. Still have to find a way to get people there in the first place But then again, how often can you honestly use only one medium anyway.

8. How to Use a Content-Rich Website

9. In a Communications Plan Any brand or company can (and probably should) have a website A good way for potential customers to learn more about a brand and what they have to offer CRWs acts as a landing point for a brand’s web presence, they may be in a variety of venues (Social media, blogging, etc) but a CRW will give the consumer a single source of all these media

10. Relationship Between Impact + Effort

11. Relationship with Social Media Working with social media Integrate social media activity with the webpage Direct visitors from one to the other: bring people to the site from the social network, bring people from the social network to the site. Getting replaced by social media Some companies send consumers straight to their social media pages, bypassing a company page

12. Relationship With Other Online Media CRWs work very well with other online media, since it can be directly linked. Sponsored Search Search Engine Optimization Display Ads

13. How are CRWs different? Think of CRWs as a marketing tool Brands build and update (or pay a 3rd party to build and update) their own website

14. What needs to be considered? What will the content be? Who will write it? What kind of voice? How often will it be updated? Daily, weekly, monthly? Forever? Or for a limited time? How will it reach the consumers? Mailing list, blog style, “status updates”

15. CMS: Content Management SystemsWordpress + Daisy Used to build and manage Web pages and other online content

16. Measurement & Metrics Google Analytics, Nielsen Online, comScore Media Metrix Measure visitor quantity and quality, passively How long are they there? Where did they come from? What do they do on the site? How frequently do they visit?

17. Content-Rich Websites and The Customer Relationship

18. How Web Content Influences the Buying Process When someone is looking to buy something, they don’t go on the internet looking for ads, they are looking for content. Content should be designed to help the consumer along in the customer journey.

19. Awareness & Attitude Gaps Major source of brand perception: The more the brand tells the customer, the deeper the customer’s understanding of the brand On their own website, brands have better control about how they are presented The tone or voice of the content determines how a visitor perceives the brand

20. Acquisition Gap Once the consumer is aware of the brand, they can learn more about what is being offered from the website. Content is what drives conversion. The information they obtain from the website will determine whether or not they take action.

21. Sales Gap In addition, products and goods can be sold through the website. If the visitor is pleased with what they see on the site, they will want to buy. Having the ability to both market and sell the product in one place cuts down on the steps the customer has to take. Even if the customer comes to the site for one item, they may end up being cross- or up-sold from learning more about other options on the site.

22. Retention Gap By continually updating the site with more information, customers will want to keep going back to the site even after they have bought from the brand. This increases the likelihood of the customer making another purchase from the company.

23. Interactivity (user to user, user to brand), Pass Along Content (Viral) Recent News & Trends

24. How do you use a Content-Rich Website?

25. Vujacic.net Sasha Vujacic

27. FoodNetwork.com Food Network

29. Canon

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