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TJ Tedesco

View from Mount Olympus

By TJ Tedesco

About TJ

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...

Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.

Create Engaging Website Content – Part II

Last week, FEI marketing guru Marka taught the tribe how to create content that will keep people reading and returning to FEI’s website. This week, she continues educating the tribe on creating excellent content for the Web. Remember, fire = print.

After a hearty lunch at Gyro’s of Olympus, the FEI tribe groggily settled into their chairs at the conference room table.

Marka stood in front of her coworkers, perky as ever. She’d eaten only a small Greek salad to ensure she stayed sharp for the important afternoon meeting.

“Flowery graphics and big logos may capture the attention of our O-site visitors,” Marka began, “but creative and useful content will keep them around—and drive them toward clicking that ‘Buy Fire!’ button.”

“Agreed.” Zoot said, drinking an extra-large grogaccino to combat his afternoon drowsiness. “You promised us another actionable tip for creating superb Web content.”

“And here it is.” Marka approached the whiteboard and began scribbling.

Tip #3 - For compelling O-site content, incorporate multimedia.
“By regularly creating and posting videos, presentations and other multimedia content chock full of compelling, useful information,” Marka explained, “we can help our O-site stand out from the clutter. Here are just a few multimedia vehicles we can use to deliver content to O-site viewers on a regular basis.” [Marka scribbled on the whiteboard.]

  • Product overviews or demonstrations
  • Testimonials
  • “Tip-of-the-week”-style video
  • Informative webinars
  • Case studies
  • Company history
  • Company news: an equipment upgrade, a new product announcement, an award or employee honor, etc.
  • Executive (or other employee) introductions and bios

Slideshow presentations
  • “Intro to our company” presentation
  • Solutions/capabilities list

  • Observation/analysis of industry trends in key FEI markets (e.g. “State of the Restaurant Industry – By the Numbers.”)

  • Discussion/analysis of industry trends in key FEI markets.
  • Interview with prominent client, or notable fire industry expert.
  • Informal discussions on fire-related topic by FEI industry ambassadors, focused on usable information for customers (e.g. Marka and Zoot “Discuss 10 Ways Winemakers Can Use Fire.”)

“Variety is the spice of O-site content,” Marka continued. “If we keep our site jam-packed with informative videos, charts, presentations and more, even visitors with short attention spans will have plenty of reasons to stick around.”

“I approve all of this,” Org said. “When can I see the new O-site in action?”

“Hold your chariot, Org,” Marka said. “We still have to discuss the last component of a good O-site: SEO.”

“Isn’t that the monster that lives in the Strait of Messina?” Zoot asked.

“No, Zoot – that’s Scylla,” Marka said. “SEO is a little different. I’ll tell you more tomorrow after lunch.”

“Note to self,” Zoot said. “Eat less tomorrow.”

FIRE! Point
Incorporating multimedia content into your website will help it stand out. Consider including useful content in the form of videos, slideshows and presentations, graphs and charts, audio, and more.

FIRE! in Action: Hofheimer/Ferrebee Drives Web Traffic with Compelling Content
The Virginia divorce law firm hired an outsourced content marketing agency to create a series of blogs, articles and other informative content for its website. As a result, pageviews for the site tripled, and average time spent on the site substantially increased.

Next week: SEO tips for your website.

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