Tuesday, November 13, 2007

Content is Dead. Community is King Now

This is your SiteProNews/ExactSeek Webmaster Newsletter!
To drop your subscription use the link at the bottom of this message.

   Join the Social Content Revolution!

  Webmaster Software     Webmaster Resources     Link to SPN     Top SEO Tools     Blog Search     Website Templates 

  Advertise Archives Contact Us Privacy Statement SPN Blog Home SEO News Forums
 
    QUICK LINKS
 

NOV. 14,  ISSUE #1019

Web Search


Blog Search
   Add a Blog
   
Search 15,000+ Blogs
   
Grab a Blog RSS Feed
   
Blog Express for RSS Feeds
 
SiteProNews Blog
Read daily blog posts in the SiteProNews Blog by two of the Web's top writers, Jim Hedger and Jerry Bader.

Tools & Services

Webmaster Tools
   Web Page Analyzer
   Meta Tag Generator
   Keyword Popularity Tool
   Link Popularity Checker
   Search Engine Submitter
   Internet Tools Directory
   Site Resource Directory
 

SEO-News Forums
Join the SEO-News Forums to post comments, articles and tips or learn from SEO experts.
Forum Posts
Yahoo 247
Google 2032
SE Tips 277
Link Exchanges 369
General Discussion 220
Join the SEO-News Forums
ExactSeek Toolbar
Get the toolbar with spyware scanning, webpage keyword analysis, web search on multiple meta engines, popup-blocking, Alexa site ranking, word highlighting, auto-upgrade and erase browser cookies.
 
Traffïc Exchanges
Get Frëe Traffïc for Your Site with these Traffïc Exchanges:


TrafficZap


TrafficSwarm


Site of the Day
Diigo combines social bookmarking, clippings, in situ annotation, tagging, full-text search, easy sharing and interactions into a powerful personal tool and a rich social platform.

Does your web site qualify as a SPN Site of the Day? Webmaster resource sites can apply via email: sotd@sitepronews.com
 

App of the Day
Tagkeys 2.0 (5.2 MB) is a complete data management utility that can collect, store, categorize, review, and re-use all types of information in all types of documents with a few simple keystrokes or mouseclicks. Freeware for Windows 98/ ME/ NT/ 2K/ XP/ 2K3.

If you have a Webmaster App that you would like listed on the SPN site, send us an email with details to: wapps@sitepronews.com
 

Must Read Ebooks
SPN offers one of the best eBook libraries on the Web. Our current selection includes Commercial and over 183 Frëe eBooks.

Authors can submit eBooks to SiteProNews via email: ebooks@sitepronews.com
 

Link to SPN
Link your site to SiteProNews, the newsletter and resource site for Webmasters.

Or, Add SPN to your site with just 2 lines of Javascrípt code. Top content for your site without any of the work.

Visit our SPN Promotion Partners page. Some great sites have opted to support the SiteProNews newsletter.

SPN Partners
UmbrellaNews - The Web's most comprehensive news site. Stories updated every 7 to 10 minutes.

SubmitPlus - Promote your site to 110 search engines... Frëe!

Template Monster - The Web's number one website templates are available for immediate download.

Online Site Builder - Providing one step point and clíck web site creation!

Web-Source - Your Guide to Professional Web Site Design & Development.

TheCgiSite.com - A directory of programming resources.

TechNewsletters.com - A search engine where you can review and subscribe to thousands of IT newsletters.

Frëe Alexa Toolbar - An indispensable tool for web professionals, providing Traffïc Data, Site Stats, and Contact Info for all the sites you visit!.

NewWebDirectory - A new internet web directory of professionally reviewed web sites providing both frëe and paid site submission.

FreeWebMonitoring - Monitor your web site's availability 24 hours a day, 7 days a week with ínstant email alerts and weekly web site performänce statistics.

DropJack.com - A new social content website similar to Digg. Submit your own original content or articles and news items that you believe are newsworthy.

SmartWebGadgets.com - Useful gadgets and widgets for your blog or website. Enhance any web page with just 2 lines of code.

Top 10 Exposure - Forget PPC. Get Google-Type ads for $3 - $4 per month and top 10 exposure across 225+ search engines & web directories.

ExcellentGuide.com - Provides a directory of trusted, reliable and credible websites based on a unique credibility scoring system

 

Submit Plus
Blog Search
Add Me.com
DropJack.com
DesignerWiz
Web Position
Alexa Toolbar
UmbrellaNews
SubmitExpress
Top SEO Tools
Website Builder
Top 10 Exposure
$100 Free Traffíc
SiteProNews Blog
WebMaster Radio
NewWebDirectory
Website Templates
FreeWebMonitoring
Search Engine Tool
FreeWebSubmission
SmartWebGadgets.com


Top Webmaster Headlines

Breaking Blog News



Content is Dead.
Community is King Now

By Stoney DeGeyter (c) 2007

I can hardly bring myself to say the old cliche about content being... well, you know. I think it's one of the original cliche's in the SEO industry. And as redundant as it has become, for whatever reason we keep hearing it over and over again. And every now and then a new study pops up seemingly proving, once again, that content is... uh, good.

Take Submission Monster for a Test Drive!

But much like a TV producer suggesting "video is king" or a radio advertiser demanding that "audio is king", so goes the SEO demanding the same about content. Content has its role--and an important one at that, but it's not the be-all, end-all of online marketing. Not even close.

But the roots of the "content is" movement are important for our industry. The mantra was first heard in the early days of the search engine optimization industry when SEOs were doing nothing more than throwing a bunch of keywords on a page and hoping they ranked well. Little or no thought or consideration was given to the readability of the web page. After all, it's only rankings that matter, right? But those of us who learned to game search engines slowly began to learn something that those in the marketing industry have known for years. Words sell. Or turn people off, depending on what's written and how it's written.

So the movement to developing good content--real content--was an important one for our industry. But to get there we had to have the content mantra beat into our head over and over (and over). We got it. We know.

  The King is Losing His Grip on the Kingdom

But like any worthy cause, we've reached a point where the mantra has been used and abused to the point where we use whatever we can find to prove once again that content is... y'know, that. Take a recent study by OPA and Nielsen/ NetRatings that shows that Internet users are spending more time than ever on content based websites.

Forget Expensive PPC Advertising!

  Share of Time Spent Online

Commerce: 13.8%
Communications: 32.0%
Content: 49.6%
Search: 4.5%

That seems to confirm what many have been saying for years. Content is... uh, great for web marketing. And I've seen a few posts around the blogosphere and forums using this data to make that connection. The problem is, it's not really there.

With the rise in popularity of blogs and social media sites it's no wonder that more people spend their time reading online than anything else. While time reading and gathering information online has increased, time spent shopping has actually decreased, down over 2% from a year before. But does that tell us anything about marketing online? No, not really.

We know people like information and we know they like to communicate. We also know people like to shop and online shopping has continued to íncrease year over year. All this study suggests is what we spend most of our time doing on the web. Well, true enough, I don't spend most of my time shopping.

Since when is it the goal of ecommerce sites to get people to spend a long time on their site? Isn't it more important to drive shoppers to the sale and get the conversion? Step 1: Get traffíc. Step 2: Keep visitors engaged. Step 3: Close the sale. That's not necessarily a process that necessitates long periods of time spent on a site.

In no way do I want to diminish the importance of content on ecommerce websites. Having a database of information that helps visitors make their decision, helpful tutorials, etc. can improve your visitor's overall experience and keep them coming back to your site. But the goal of all of that is to lead people to the sale.

  Community Killed Content and Stole the Throne

If I were to interpret this data I wouldn't necessarily come away thinking content is... so very important. What I would conclude, however is that we need to build websites that meet a number of users needs. Adding more content to your ecommerce site is not the magic bullet. What is, however, is creating a great user experience and providing just the right amount of information and customer engagement that shoppers need to get to the conversion goal. That can be done through a number of means.

Many online stores are already paving the way by opening the door to ratings and reviews. Others are doing that by creating blogs to disseminate important and relevant industry information along with tips and tutorials. Still others do that by creating an information database that can visitors frequent to gain additional insights.

I might suggest that the best ecommerce websites are not those that build content around their products but build a community around the product interest. By creating a place where shoppers can come and gain information, learn more about the products and discuss or share information with others and then make purchases as well, will do more for sales than simply creating a shopping website.

By building a community you not only sell more products but you build brand recognition and customer loyalty. And both of those are worth far more than a single one-off sell. So while content may not be dead (not by a long shot, really), there is a new king in the online marketing industry. Long live community. Long live the (new) king.


About The Author
Stoney deGeyter leads a spectacular team of seasoned marketing experts at Pole Position Marketing. Stoney started PPM in 1998 by finding the brightest minds in the industry and nurturing within them an intense desire to become leaders in their respective fields. With this team of professionals, he has built a wildly successful website marketing company that succeeds through both personal and professional integrity.



Printer Friendly Version of this Article


Recommended Webmaster Articles

8 Steps To Facebook Adventure
Once a social platform for college students, the 40 million active membership site facebook is the latest buzzword in social media marketing.

SEO And Blogging
SEO and blogging can be used together to provide you with an almost unbeatable combination, not only for free advertising...

Social Bookmarking Quiz
Take this Social Bookmarking Quiz and determine how much you know about the collective voice.

One Way Link Building, Stop Doing It Wrong
You can have the best looking site on the Internet, but that doesn't mean you will get customers. If you are a business person who has a web site on the world wide web, then you need to get serious about link building.

Need Content for Your Website - GoArticles.com has 595,200+ Articles
Add a GoArticles RSS feed or Javascrïpt feed in seconds.

GoArticles has introduced an
Article Rating System - Read, Then Rate!


Webmaster Resource Sites & Services

Top SEO Tools - A suite of the best online submission, reporting and SEO Tools available. Sign up for a frëe tríal.


Add Me! - a pioneer in search engine submission, and the most popular. They provide frëe submission and paid submission.

Google Ranking Secrets Revealed! Boost Your Google Ranking, Get More Orders, And Make More Monëy!


Build Your Traffíc with ABCSearch
Get $100 of FR-E-E qualified Visitors. Sign-up today and we'll match any initial deposit up to $100. Geo-targeting, full reporting and one clíck results!


Recommended Webmaster Tools & Services

Net Research Server (NRS) - a complete search engine solution for sites wanting to host entire web search, industry specific search, site search, or directory search. NRS also enables users to submit listings, create alerts, and organize bookmarks.

Select from 1000's of Quality Templates
Need a new site look? Select from thousands of professional designs for a fraction of web design costs. Get a multi-page website up in just a few hours.

Build a Business Website in Under 5 Minutes.
Over 172,000 people just like you have used Exact Websites to build professional websites, complete with web pages, photo albums, email, links and 27 other features without ever having built a website before.

WebPosition
WebPosition helps you maximize your site's search engine visibility by providing a complete SEO solution including rank reporting, keyword research, page optimization and submission. Download a frëe demo today!

Have an Opinion on Today's Article?
Post Your Comments in the SEO-News Forums
Sign Up for FR-E-E and Participate

 

 

SiteProNews - The Net's most widely read Webmaster newsletter



You are currently signed up to spn-aesop as: grobocop@gmail.com
To not receive further mailings, send a blank email to leave-spn-aesop-1453969Y@ezhmail.com


Jayde Online, Inc.
Suite 238, 23-845 Dakota Street
Winnipeg, MB R2M 5M3
(c) Copyright 2007 All rights reserved

0 Comments:

Post a Comment

<< Home