News
 Your
Media Property: Refurbish It
By Matt
Magee & Doug Reynolds, PJA Advertising + Marketing
"Thanks to the new ways content can be published and
shared online, you can give your company site some
of the power of a media property," say Matt Magee
and Doug Reynolds of PJA Advertising + Marketing.
The trick is to develop content for your Web site
that users seek out, consume, and share. In their
view, it should be:
Useful. Give visitors something of true value: white
papers, advice, tutorials, tools, widgets or helpful
links.
Unique. Offer content they won't get anywhere else
-- for instance, your specialized insight as an
industry expert, or highlights from a customer
roundtable.
Credible. Develop an independent, authentic voice
that doesn't shill for your company's agenda. An
authoritative third party contributor can be
invaluable in this regard.
Fresh. Update frequently; focus on social media
mainstays like blogs, podcasts and user reviews --
not stiff press releases.
Entertaining. Capture a visitor's imagination, or
tickle her funny bone. There's no telling how viral
your content can get, if, say, you use video.
The Po!nt: Say Magee and Reynolds, "Make your
company site more like a media property with content
your customers find truly valuable, and they'll not
only start using your site differently, they'll also
start thinking differently about your brand."
Source: Get to
the Po!nt MarketingProfs June 18, 2008 newsletter (www.marketingprofs.com).
Matt Magee & Doug Reynolds can be reached through
their Web Site at http://www.agencypja.com/agency/adam+sholley.php.
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