We all know that our gender influences our buying decisions. But what affects your response to online ads? According to recent studies, 56% of men who surf the web are more likely to respond to ads with coupons compared to women (39%). By Alex Hillsberg.
With more money spent on Google AdWords in the UK than on ITV, Channel 4 and 5 put together, attention is now turning to the creative element of the medium. The AdWords medium work in a unique waymeaning that clients have to evaluate prospective ad texts in a way that’s different to any other medium, with science and craft both playing a role. By Paul Booth.
Ad spend on Microsoft’s Bing search engine grew at twice the rate of spending on arch rival Google in the first quarter of 2014, according to a new report. New Media Knowledge crunched the numbers. By Chris Lee.
With a burgeoning array of new media platforms over which content developers may distribute their material, it has proven difficult for many to keep pace. New Media Knowledge spoke to one company trying to simplify that process. more
Influential media mogul Rupert Murdoch recently called for newspapers to start charging for online content to offset the loss of ad revenue. New Media Knowledge took at look at how one major European news outlet is changing its model to generate income. more
The use of video and podcasting is of increasing importance to Internet marketers, according to an industry specialist. New Media Knowledge gauged the industry on how to best capitalise on audio and video marketing. more
Gary Reid from The Search Works argues that today’s search consultants won’t be concentrating on tags and structure, but a broader set of business skills. more
NMK's Tim Hoang interviews James Scroggs of SpinVox about the company's secrets of success and the way both the Web and the business world are likely to evolve to embrace social media. more
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
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
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