Copy has always been important to online retailers. For obvious reasons, a well-written product description, for instance, is likely to produce more sales than the standard manufacturer's version.
But there's a new trend: online retailers going beyond product descriptions and building content-rich properties run in large part by folks from the publishing world.
Today, traditional publishers face numerous challenges. While some will not rise to the challenge and meet them, others may one day look back and find that today's challenges pushed them to even greater heights.
A big reason for that is a proliferation of channels that publishers can use to reach consumers in meaningful ways. To take advantage of multi-channel opportunities, however, publishers need multi-channel strategies.
I’m sure you’ve already read a lot of articles advising you about the
power of blogs. They provide fresh, content that search
engines love, that you can farm out
through social channels and use to engage and amuse your audience, share links, grow your network… the list goes on.
The problem is, you really aren’t sure how to go about it. First and
foremost, running a successful blog requires a lot of hard work on your
part, and maybe you just don’t feel you have enough interesting content
to fill page after page.
The biggest mistake made is often the
assumption that a blog is simply another promotional channel for your
Producing content just to satisfy SEO targets and pressures is dangerous because that’s when you get into the realms of publishing content for content’s sake and clearly, Google doesn’t like that given its recent Farmer Update.
More importantly, your website users don’t like that. While SEO clearly has its place, it shouldn't get in the way of producing great content...
When you want to know whether the restaurant down the street is worth
eating at, there's a decent chance you'll turn to online services like
Yelp to see what other diners in your area have to say about it.
This is despite the fact that local government agencies, such as those
that enforce health rules, probably have data that's
more interesting to you than John Doe's angry rant about a rude waiter.
Humans appear to be hardwired to tune into lists, judging by our Google Analytics data from 2010. Half of Econsultancy's most popular 25 posts were lists, including nine out of the top 10.
I don’t subscribe to the idea that lists are somehow inferior to articles with lots of dense multi-idea paragraphs. Either the content is good, or it’s not. The list format is precisely that: a format, a simple framework for communicating ideas.
So here, in no particular order, are 10 reasons why readers and publishers love lists, and why they work so well online... and yes, my tongue is firmly planted in my cheek as I'm writing this.
Last year was a transitional year for most of the industry and now the traction of these changes are likely to take hold on the cold hard surface of consumer engagement.
Not to foreshadow any impending doom, but many of us are likely to see elemental change happen faster in this coming year than ever. And though it appears I waited until after the year turned, I blame my iPhone alarm clock and its 2011 bug.
On Wednesday, the world's largest social network, Facebook, announced
several new features. One of the biggest: a new "Download Your
Information" feature that, as the name hints, gives Facebook users the
ability to export and download much of their profile information in a
single ZIP file.
It's something that just a year or two ago probably would have been
inconceivable. After all, if Facebook controls your content, chances are
you won't leave Facebook. But at 500m users and growing, Facebook
doesn't seem concerned that freeing user data will lead to a mass
Linkbaiting is sometimes perceived in a negative light, perhaps because some linkbaiting techniques intentionally polarise opinion. But mainly linkbait is simply a case of creating great content. Hardly controversial.
At Econsultancy we try to create compelling content in order to drive traffic, recommendations and links.
Broadly speaking, the more links you attract, the higher your Google positions are going to be, though nowadays there’s a little bit more to linkbait than SEO.
Back in the day people would blog about your article, whereas today they may choose to share the link on Twitter. And that's not quite the same thing...
AOL's CEO Tim Armstrong has been at the company for over a year now. As he readily admits, AOL has a long way to go before it will be able to stop depending on its slowly depleting dial-up revenues. But on stage at CMSummit in New York on Tuesday, Armstrong highlighted a key point of his strategy. Journalism is technologically challenged. AOL's trying to change that.