Posted By
Jamie Beckland on 05/25/2010
Lately, nearly all online marketing conversations are about social media. And that’s understandable—it’s new, it’s sexy, the potential is huge, and it’s a wide-open playing field.
It’s almost as if people have forgotten about the Web site. Once considered so revolutionary, the Web site has become the red-headed stepchild of digital. In fact, some pundits have even declared the corporate Web site irrelevant.
But there is a crucial connection between the social sphere and your Web site. In fact, it’s the key to making your entire marketing program work coherently. And that’s content.
Social media is driven by content. People share links to information that is meaningful for them—whether it’s an insightful analysis of their business space or a funny video, content that is shared is inherently valuable. If your content isn’t valuable, your social media will sink like a stone. No one will share, and no one will care.
But content must live somewhere. That’s where your site comes in—content is the link between the Wild West of social media and the homey brand promise of your site. Sharing your content in social media gives people a path to discover you, and then go to your site for a closer look.
That’s why White Horse uses a distributed content marketing model for creating impact with the content on your site. This distributed framework outlines the critical paths and priorities for content flow, which allows you to implement a highly coordinated content strategy. White Horse recently put content in the driver’s seat with a display advertising campaign and promotion that allowed users to tweet directly from the banner—by letting the content drive the interaction, performance improved 60 times higher than standard display engagement.
Seamless implementation is crucial, because from the instant you publish a new page on your Web site, the clock is ticking. Pass-along value is determined very quickly; in fact, PostRank can score your content for engagement metrics with one hour of publishing—because up to 50% of the total social engagement about your new content happens within that first hour alone.
That means you have to have a system in place that automates the publication and promotion of every new piece of content that goes live on your site. It needs to get to work immediately. And it needs to work hard out of the gate.
Is your content working as hard as it should? Contact us to find out.
Tags: Web Design, Online Brand Development, Social Networks
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