Posts

Create Engaging Content and Create More Customers

More, engaging content means more prospective customers and better conversion of those prospective customers. So how do I create engaging content? Think like a publisher.

 

I’m connected to a chap called Jeff Ogden on Linkedin. I bumped into Jeff when he was working for Greenlight Search. Now, he’s gone out on his own and runs a company that specialises in B2B lead generation. He’s doing very well, before you ask.

 

Now those of you that read my earlier post on marketing to high net worth individuals will know that us B2C marketers can learn alot from the very best B2B ones, expecially when we’re targeting HNW individuals.

 

Recently, Jeff put out a podcast on content strategies for B2B enterprises to generate leads called “Think Like a Publisher” which got me thinking – many more companies in the travel and tourism sector should be thinking like publishers.

 

Why?

 

  • Well firstly, more content means better conversion. As a rule of thumb, the more content a potential customer can find on their chosen subject, the more likely they’ll trust your expertise on that subject and the more likely they’ll get in touch. Of course it can’t be any old rubbish – it needs to reflect areas on which your company is an authority, be consistent with the brand essence and values, be interesting and topical, and be part of a well structured site so that it channels your prospective customer rather than confusing her.

 

  • Secondly, it means more potential customers coming to your site. More content leads to more relevant links being swapped on social media, RSS, bookmarking sites and via email. It means more content being indexed by Google, Bing etc and more frequent visits to your site by those search engines which can lead to improvement in your PageRank.

 

More and more companies are adopting ‘branded’ content strategies but for the only part of the right reason (if that makes sense). Content strategies shouldn’t only be used for search engines, and I’d always advocate creating content for people first and robots second.

 

I’ll cover some content generation ideas in another post, but bear in mind when you start out on this process that you’ll need to think about how you’re going to integrate this content on to your site (or on another site you create for it) and where, commercially, it make sense to focus. By that I mean if you have a wide product portfolio, which areas drive you highest margins – those are the places to start.

 

How Do You Solve the National Trust’s UGC Dilemna?

How does the National Trust ensure it’s new ‘User-Generated Content’ driven property websites are a success? It needs to take an integrated approach to the challenge. 
 
 
I was initially a little incredulous to read that the National Trust was in the process of creating over 300 sites but then of course it all made sense – one new, central National Trust site and one site each for its 300+ properties.
 

In fact, the challenge comes up front in the creation of the “hub” site and then the core template (or perhaps templates as one size may not fit all) for its property websites. Once these first few are out of the way, and we’re promised 6 property websites by the end of September and the new main site by the end of the year, the others should be, relatively, straightforward.

 

Anybody who has used nationaltrust.org.uk will not find it hard to understand why it needs an overhaul – a pleasing facade soon degenerates into navigation lists so long they disappear beyond the reaches of the scroll bar and there’s a distinctly disappointing lack of information once you do reach your destination.

 

I see 2 challenges:

 

1.  What Information to Release When – precisely what information do I need to make an informed decision about whether to visit somewhere, what information do I need when I get there and what information should be offered for a premium.  In effect, what do I put on the Trust website, what on the property website and what in a paid for guide.  It’s the same conundrum that newspaper publishers are wrestling with in terms of what should be free and what will people pay for .

 

National Trust To Launch 300+ Property Websites

National Trust To Launch 300+ Property Websites

2.  Encouraging involvement so the user-generated side of the property sites actually has user generated content on there – I think this is a laudable aim. It chimes directly with the Trust’s desire to build an ongoing dialogue with its members and visitors but it’s in danger of falling flat on its face unless some real effort is put into it by supporting this intiative with other marketing disciplines i.e. some good old integrated marketing. For example:

 

  • Internal marketing to volunteers – who’ll not only be an important source of UGC themselves, and will    be key in ‘getting the ball rolling’, but will also play in role in encouraging visitors to get involved (‘that looks like a wonderful photo – why don’t you upload it onto our website’).

 

  • Internal marketing to regional teams – who are no doubt going to have to moderate the content to a degree.

 

  • Onsite marketing – why not leave your comments/upload your photographs while you’re there? A few laptops/PCs accessible in the tea rooms would reach a receptive audience.

 

  • Email or Text marketing – to members the day after their trip to remind them to rate the property, leave comments and upload their pics.

 

  • Integrating Content from Offline Sources – such as existing questionnaires, as long as permissions have been gathered from the recipients of course.

 

How much UGC Can a Tithe Barn Generate?

How much UGC Can a Tithe Barn Generate?

Even with this level of support, I still worry about the odd NT preserved tithe barn in the heart of Worcestershire and exactly what potential it has to engender UGC. The template(s) are going to have to deliver quality customer experiences even when UGC is scarce.

 

And finally, you could argue even 300+ National Trust sites doesn’t go far enough – what about the causes outlined in the Trust’s new 2010 & Beyond strategy document. Can one site support their commitment to the nation’s heritage and open spaces as well as their commitment to the organic food and global warming debates? But that’s a subject for another time.