Content Development & Marketing Communication – Clarity

People today more receptive than ever before to Clear Solutions and Clear Messages. Clarity promises Peace of Mind in today’s chaotic world!

Here is an example by a jewellery chain that produced amazing results:

A simple headline was changed from:

“We guarantee the quality of the diamonds we sell”

to:

“If the Gemological Institute of America doesn’t confirm our diamond’s colour, clarity and carat weight to be at least as good as we promised you, we’ll buy back that diamond for the price you paid, reimburse you for the cost of grading, and pay you an additional five thousand dollars. If other jewelers aren’t willing to match this offer, you’ve got to wonder why.”

for spectacular results!

Does your brand provide a guarantee like this? When looking at your content development, examine your Brand Promise and aim to deliver on it each and every time!

Content Development & Marketing Communication – Compression & Comprehension

When working with content development, solutions we offer have to be immediately comprehensible otherwise they become problems and add to the sensory overload of our clients and prospects.

People are too stressed and busy for dense visuals and jargon – a common sin of Finance and IT industries.

  • Time Deprivation + Technology = Compression
  • Digital TV 500 channels & The Web = Life now is 24 x 7x 365
  • Compressed patience and attention span of customers means that unless you grab their attention instantly they will use their Remote Control or click their Mouse to never be heard from again!

A simple PICTURE is a 1,000 WORDS, but it better tell a story much faster than that or today’s consumer will be gone before you have the chance for the proverbial wink!

Content Strategy for the Web: Is Your Website Built for Online Success?

Content Strategy for the Web: Is Your Website Built for Online Success?

All websites can be classified into 4 types:

1. A site that sells product(s) or service(s) by the quality of design and copywriting, which is in turn

2. A lead generation site that attracts potential new clients

3. A customer support or self service site that reduces costs by completing routine tasks, replacing or reducing human interaction

4. A content site that educates or informs visitors about your organization or service

Most websites are a mixture of the above, yet content strategy is the key! They all need to do 2 things to be successful:

  1. Attract enough new prospects to survive and prosper by cost effectively letting their target audience know that they exist (PUSH), and/or getting found (PULL).
  2. Once prospects land on your website, their experience there needs to be positive, and this is a decision that is often made in less than 1/20th of a second! The user experience is determined by the quality of design and copywriting which is in turn developed by following a strategic process outlined by the diagram below:



Website marketing is an ongoing process, similar to designing and building a house. It is then important to maintain and build the value of your marketing properties and prevent this value being depreciated through neglect of infrastructure or promotional activity by competitors.

To get the best return on the marketing investment, time needs to be dedicated to answer the questions that assist in building a solid foundation for the marketing of your business online.

By starting at the bottom and working up, the process will be shorter, less painful and more profitable.

www – web – the great equalizer by content marketing

The web allows ‘small business Davids’ to compete with corporate Goliaths.

Your website is the most flexible and accountable content marketing weapon today. Usually the first thing that your prospects see and experience about your business, it is your most public face to the world, a showroom open every hour of every day.

  • The investment into your website is 100% measurable and hence accountable.
  • Your website is an interactive medium and a distribution channel that allows 1 : 1 personalization
In the case of a recession the use of the internet by consumers will only be accelerated as they will spend  more time at home. So remove the cobwebs from your website today!

Internet Advertising is still very underutilized.
A typical US consumer might spend 25% of their media consumption time on the Internet but a typical US advertiser spends only 7% of their communications budget on the web.

Web technology is more accessible than ever: Low Cost and Easy to Use, if you choose to DIY in-house and cheaper than ever to be outsourced to a third party web marketing agency. But be careful who you choose!

Design, Build, Promote, and Maintain to maximize results and make your website work as hard as you do to:
  • Provide visitors with a taste of your product or service
  • Tell visitors why they should buy from you and not your competitors
  • Collect information about your customers
  • Customize customer experience
  • Improve customer service and provide a vehicle for feedback
  • Generate sales leads
Brand Positioning in the Communication of 2 Websites

Brand Positioning in the Communication of 2 Websites


Take a look at the websites of 2 similar categories at different stages of maturity:

1. The General Home Services category and

2. A sub-segment of this category ‘Cleaning’

Their brand positioning are clearly shown through their design and content development.

The first is much more mature in terms of marketing communication. Its’ websites project a much more professional and corporate image.

The second is less professional and looks like it is a “small” business, which it is compared to the larger Head Office Marketing driven Franchise!