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What Are The Rules for Content Engagement?
August 28, 2007

How engaging is your content on your web site?  Does it make you yawn when you read it, or do you feel a small pull to do something?  Do you feel like playing a game, answering a question, clicking on a link, or moving to the next page to read more?  The goal of content is to inform and educate--you already know that--and effectively do so has 4 rules:

• Do.  Give you readers something to do:  answer a question, click a link, take a small survey to win a prize.  You don't always have to offer them something for their time, but draw them in with words and actions. 
• Watch.  Video, audio, podcasts, Flash ads, demos, etc. draw your readers in (if they're good) and keep them on your site.  You can show product through a series of rotating gif images, or present a small slideshow that gives them an opportunity to sit back and be entertained.
• Learn.  This is your chance to educate them about your business.  Who you are, why they should shop/buy/use your services.  Tell them why they should care about you. 
• Share.  There are two ways for them to share: through discussion on your site (and leaving comments) and by passing your site and any information they've learned along to their friends.

Check out these two sites (A and B) and note the difference in their content.  Which one would you prefer to visit repeatedly, and which one would you exit after a few minutes?  Why?

Posted by Suze Bragg on August 28, 2007 | Comments (0)