Industry News | In Practice | The Bigger Picture | Digital Marketing | Your Business | Latest Research

Latest Articles

Instagram ads to expand beyond US. Here are some top tips for marketers

Photo app Instagram announced recently that it is to expand its ad offering outside the US and into Canada, the UK and Australia. So what are the learnings that organisations can learn from the first iteration of Instagram ads? New Media Knowledge sought the advice of brand planner Shane O’Leary to learn more. By Chris Lee.

more

How to make the most of Facebook’s latest Pages change

Facebook has changed the layout of its business Pages. New Media Knowledge caught up with integrated marketing experts Collider to learn how brands can make the most of the changes. By Chris Lee.

more

Usability explained: Examples and advice for successful user guidance

FACT-Finder’s Marino Casucci shares advice on best practice for creating successful user guidance in your online shop.

more

Related Articles

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.

Profile

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 www.onlinecontentuk.org and www.stateofcontent.co.uk

Comments

You must be logged in to comment.

Log into NMK

Register

Lost Password?

Newsletter


For the latest news from NMK enter your email address and click subscribe: