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Customer service must keep a place for paper

Research shows a third of businesses are filing away and ignoring customer queries that arrive on paper. Charlotte Marshall, Managing Director of Iron Mountain in the UK, wants to examine this problem and why the integration of paper and automated customer service management is such an issue for businesses today. By Charlotte Marshall.


The time has finally come to unleash mobile ecommerce

Every year is expected to be ‘the year of mobile e-commerce’ and yet it never is! However, with Branding Brand predicting that more than 53% of visits to the top 500 e-tailers in 2014 will be from smartphones, we think it will be an important year for m-commerce. This comes after research carried out by the IMRG and Capgemini shows that in 2013 the UK spent £91bn in online sales, with sales via mobile devices increasing 138% from 2012. By Lee Cash.


Inattention a threat as mobile ad spend rockets

UK digital ad spend rose 15 per cent year-on-year during 2013 with mobile a key focus, according to new data. But as multiscreening becomes a cultural norm, advertisers face a stiff challenge for consumers’ attention, experts warn. By Chris Lee.


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Compelling Content

Filed under: All Articles > In Practice
By: NMK Created on: July 17th, 2003
Bookmark this article with: Delicious Digg StumbleUpon

Elizabeth Varley on why knowing your readers' needs is the key to good content.

Elizabeth Varley on why knowing your readers' needs is key to good content.

Who's It For?

No matter what your website is for, it will need some written content. The text on your site lets readers know why they should be there; what they can buy, read, do or sign up for. It needs to tell readers what they will gain.

Knowing the current and intended audience is key when writing content for your site.

Who are they? Are you writing for current readers who already know your company, services and what your site's about? Do you need to attract new customers and describe your products?

When putting your content together ask yourself if you're aiming at businesspeople or the general public. People shopping for a new shampoo won't respond to the more formal language needed for your company's latest financial report.

What will your readers want to do on your site? If you're selling something, you need to think about why readers will be buying your product.

If buying for business, your reader will probably want to know the facts about your product, and quickly. Or perhaps it's a personal luxury item? Let them know how it will make them feel or how they will enjoy it.

Obviously, the best way to find out what your readers want from your site is to ask them. Talk to your readers, get their feedback via an online form or hold a focus group. Give them what they want on your site and they'll keep coming back.


Elizabeth Varley is a consultant content strategist, writer and editor, and the Director of Online Content UK - the network for new media editorial professionals. For more information got to and


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