For some time, the Internet has allowed direct communication between vendors and consumers. However, there is a growing trend toward community-building efforts that focus on the re-vending of content produced by the consumers – or user-generated content – that is transforming the Web from a communications platform into a robust, content-driven medium.
In 2003, The Internet Activity Index, conducted by Nielsen//NetRatings, shows that communications accounted for 46 percent of consumers’ time online. A dramatic shift has occurred since then. According to the Online Publishers Association, Internet users are now spending almost half of their online time visiting content, a 37 percent increase from four years ago.
In short, content has become king.
How can businesses and Internet marketing professionals respond in order to maximize customer contacts and sales, while at the same time controlling marketing costs? The answer lies in the following points:
• Understanding the meaning of this change in online behavior
• Understanding content-driven Internet marketing basics while avoiding major pitfalls
• Using the most cost-efficient marketing options to include effective, engaging, first-generation content
• Satisfying consumers when they reach the target Web site
According to eMarketer, over 25 million Americans regularly share advice on products and services online, with the majority beginning with queries on major search engines.
The refinement of search engine capabilities enables these potential customers to access relevant content with continually improving accuracy and speed.
While engaging potential customers with pay-per-click marketing was once thought to be a cost effective solution, it is now highly questionable given the rising expense of search terms and eye-tracking studies that show attention is primarily focused on organic search results.
A better option lies in working with search algorithms to produce top organic rankings. The key to success is maintaining a fresh supply of first-generation content that is easily indexed by the major search engines and satisfies the customers’ need for information.
Integrating content generating tactics, such as product reviews, message boards, blogs, linking campaigns, and press releases, all contribute to search engine rankings, discovery, and consumer satisfaction.
For businesses and Internet marketing professionals, the opportunity to tap into customers through an engaging, content-driven marketing approach is the catalyst that will drive the next generation of cost effective, customer acquisition and retention.
Thomas Ingham is chief technologist, Eric R. Nelson is CEO, and Sandy Andrews is vice president of marketing for Coalmarch Productions LLC. To learn more, visit www.coalmarch.com.
You say you want an evolution? - To learn more about this author, visit Sandy Andrews's Website.
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