Engaging, High Quality Communications
Looking at world-class brands, those we consider leaders in their field, they universally produce and leverage high-quality, innovative assets that drive successful user experience and brand engagement. As part of a comprehensive content strategy, these high quality assets will be complemented by high-frequency SEO content and content personalization. We believe that consistency across all communication channels is key for instilling confidence and growing market share.
Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction and skillful execution; it represents the wise choice of many alternatives.
William A. Foster
A Global Leader
To be considered a leading company, you must deliver the highest quality assets that engage, inform and instill confidence. These include videos, animations, infographics and technical illustrations. These assets will instill confidence, trust and drive conversion with clients or customers across the globe. While client or customer acquisition and growth with existing clients is important – this strategy will also help attract and retain top talent.
Quality and Quantity
High quality, more permanent assets need to be supported with high frequency, lower production value SEO content. This content will drive brand support, lead generation, thought leadership and content personalization.
The high quality assets are fewer and make up the top of the content pyramid. As we move to the base of the content pyramid, the frequency of new content gets higher while the production cost and resources required to produce get lower. This lower content is both national and regional and is the fuel for social channel amplification.
Engaging resources can be pushed out to support social – and In turn they can also be used to draw users back to the site through email and social
A well-architected and tagged online experience allows for content personalization to enrich customer experience and engagement
Content Personalization
Providing a meaningful interaction between users and the digital ecosystem is paramount. Personalizing their experience with relevant content is the easiest way to do this. Your new site must complement segmented content by serving up other related and relevant content and stories.
Using a complex tagging system for all content, each specialized vertical or market segment page will serve up relevant content that supports the user’s journey and desire to be informed. Typically it is very targeted high-frequency content and social that are used as the pulled content to support the more permanent and segmented content.
An Engaging Journey with a Wealth of Decision Support
Engagement and exceptional user experience requires intuitive information architecture that accommodates both first time users (browsing and exploring), and regular, more frequent visitors to the site (search and resources).
By empowering users with improved content groupings and enhanced search capabilities, the information architecture will drive exceptional user experiences that inform, educate, and strengthen conversion through content decision support.
An advanced search experience is just one aspect of a well architected site that allows users to intuitively engage with a wealth of focused information and resources
Storytelling with engaging assets is key factors in decision support and creating trust
Speaking to Your Audience’s Needs
Rather than speaking about what you do, it is more engaging and effective to speak to your audience’s problems, challenges and solutions they can relate to. Case studies and stories are the most common way to achieve this – but they are just the beginning. A successful B2C or B2B website needs to speak to the audience’s needs and unmet needs.
Providing rich visual assets further supports that you understand their needs and can provide the right solution for their challenges. Effective storytelling and engagement leverages rich media, dynamic visualizations and engaging experiences.
Further Driving Your Leadership Position
Speaking to your audience’s needs and unmet needs is the most effective way to engage. With high-quality assets and content personalization your website will further engage users, build domain authority and establish a clear leadership position that both potential (and existing) clients and employees will relate to.
Storytelling and rich visual assets are powerful means to engage users but they cannot live in isolation. They need to be cross-linked throughout the site and digital ecosystem to provide decision support and engagement while driving domain authority for each of the unique markets and audiences.