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Rethinking Website Content – Content That Entertains
In case you missed it, the Web has changed; It seems like just yesterday it was good enough to take all the brochures and advertising materials and convert them into digital format, add a bit of search engine optimization, throw in a bit of PHP programming and bingo, you have a website. And if you wanted to show how advanced your company is, you might add a little Flash animation, or some royalty free music. Well here’s a newsletter from the front lines, that won’t cut it in the new multimedia Web business environment.
Almost every day I get emails from people asking me to review their websites and tell them why they can’t convert visitors into customers even when they are regularly attracting a significant number of visitors to their websites.
The answer is both simple and complex: simple, because these sites fail to communicate the company’s message in a meaningful way to their visitors, which means that dialogue cannot be opened, and without dialogue, no business can be done; and complex, because implementing the solution requires a new way of thinking about communicating with your audience using sophisticated presentation techniques that place a higher value on creativity than facts, figures, and old-school direct marketing tactics.
If you’re looking for a mantra to launch a new website initiative or fix an existing website disaster: Think of Audiences Not Customers.
New Words for a New Web-Business Environment
In the past I have seen three new words or phrases coined (Communitainment, Branded Entertainment, and Snack-o-tainment) that try to capture the fundamental change that has occurred in the expectations of Web users.
All the new terms have two things in common: one, they require the marketer to think of website visitors as viewers and not as customers; and two, they all require the marketer to use entertainment techniques as a basis for content delivery.
Communication + Entertainment + Society
Piper Jaffray’s Internet Media and Marketing research team recently published a report titled ‘The User Revolution’ in which Safa Rashtchy coined the term ‘Communication’, a portmanteau of the words communication and entertainment. Rashtchy uses the term to denote “the combination of communication, community and entertainment” as a new formula for implementing marketing content delivery.
The report notes that “Video ads will be the next big growth driver in brand advertising…” with the Web “the leading medium in the workplace and the second leading medium in the home behind television.”
This should be a sobering warning to any entrepreneur who thinks they can run business as usual. The web has changed: the market is no longer satisfied with information, they must be deceived, and you will deceive them with keyword-weakness and biz-speak.
Contrary to popular belief, you can convey a marketing message faster, more powerfully, and with better recall using creative video presentations than you can with a page of text. Now nobody’s saying you shouldn’t have any text on your website, but your copy better be damn interesting and well written if you hope anyone will actually read it.
Meaning + Sharing + Experience
The concept of ‘Communitainment’ provides a conceptual framework for creating Web-video presentations that work: your business communication should be meaningful with a focused presentation that uses all the different techniques available to the smart Web producer; Your audience must find enough value in the presentation that they are willing to interact and share it with others in their peer-to-peer community; and finally, the delivery of the message must create a memorable entertainment experience associated with the product or service provided.
In her ‘Adobe Magazine’ article ‘Creative Innovation: The Rise of Branded Entertainment’, Leta Baker writes about her concept of using online video presentations as a means of effectively creating brand awareness.
What Baker is talking about is a video that doesn’t hit you over the head with a hard sell or bore you to death with pointless lies, but instead offers entertaining short programs that companies can tie their brand to so viewers have a memorable experience. . the positive impact of your company. This is a long-term strategy that takes into account the fact that not every real prospect that comes to your site is ready to buy your product right then but maybe, when and if they remember who you are, when they are ready to buy. .
There are many ways to implement this ‘branded work’ concept and not all of them need to be sales-free. The Apple iPod commercials are an example of what I call ‘branded entertainment’, even Leta Baker may object. Unlike most ads people avoid, iPod ads are actually predictable: people want to know what Apple will do next, and the result: the iPod has the lion’s share of the MP3 player market.
Apple Macintosh ads are another type of ‘brand entertainment’ that includes a sales pitch. Here we have an ongoing campaign with well-developed characters that the audience has come to know over the course of the campaign. The audience is waiting to see what these characters will do next. This does not mean that every PC owner will end up buying a Mac, but over time Apple allows people to recognize their product as an alternative.
Because the ads are funny, people listen and wait for the next part of the campaign. Audiences get the message and that’s all a good marketing campaign can achieve.
And here’s a big hurdle for many small businesses: good marketing requires patience and the goal should be to open a dialogue, not just a quick sale.
Most web marketing is like bad ‘pick up’ lines: crude and ineffective; before you can expect to see a result, the viewer needs to be treated with tender loving care. If you are not willing to invest time and creativity in opening a dialogue with your audience, you can forget about using the Internet as a marketing tool.
Snack-o-tainment: Fast Food Entertainment
The term ‘Snack-o-tainment’ was used by Nancy Miller in her Wired magazine article ‘Manifesto for a New Age’, in which she equates new media consumption with society’s addiction to fast food. media, we as marketers have to eat that addiction.
It wasn’t that long ago that the biggest complaint about online video was that it took too long to load; now we see it as fast food. The fact is that video can convey a meaningful message in the fastest possible way because it conveys content using the full spectrum of communication tools.
We can look to television for a blueprint of how to deliver these big piles of nutritious, indulgent, marketing corporate manna.
The thirty-second commercial is an example of how much memorable content can be assembled in a short amount of time if a little creative flair is added to the mix. And unlike television, there’s no price tag on time on the Internet, so content can be as long or as short as the message needs.
A campaign based on this formula can be built with plot lines, character development, and signature music all designed to deliver your marketing message in an engaging way that will not only stick in your audience’s memory, but will be predicted by the same audience. . The famous soap opera-style “Taster’s Choice” campaign of yesteryear was one of the best examples of combining entertainment with a commercial message.
Even the low ringer can be revived to provide some ‘sit and awareness’ to an otherwise mundane show. You’d be hard-pressed to find anyone who doesn’t know the recipe for MacDonald’s Big Mac, based on their incredibly successful commercials, even though they haven’t been aired in years. In fact MacDonald’s current list of ads is so forgettable you wonder why they haven’t brought the old standby back to life.
Another case of good marketing fun was a series of Chili’s Restaurant commercials in which various singers performed their jingle ‘Baby Back Ribs’, which provided more entertainment in thirty seconds than an entire Britney Spears CD. What’s more important is that the infectious song of ‘baby’s back babies’ has become deeply embedded in the public’s subconscious, and when the inevitable questions arise, ‘where are we going to eat?’ it starts ringing in our heads. If you want to be successful, learn from what works.
Can you wait?
If your business is expanding as quickly as possible with an ever-growing customer list and constantly increasing profits, then you may be ignoring the changes that are happening, and ignoring the expectations of your audience. But if things can be improved, and if you want to improve your Web marketing, then you need to adjust to new ways of delivering content.
You can’t let old ideas get in your way. There is a difference between the experience of twenty years and the experience of one year is repeated twenty times. There is no point in continuing to repeat old methods that no longer work.
You know things have changed, so be prepared to deliver your content in a way that will allow your company to become the next Web success story.
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