One of the ways quality content can work in Internet marketing is to position your company as a knowledge center. Your knowledge space supports your brand and your customers’ need for information. Planning, creating, and publishing relevant content serves as a pathway for successful Internet marketing.
Visitors to your site are in need of fast answers. Your knowledge space should be helpful to your audience (market segments, customer profiles), be easy to navigate and include news, business insights, and community.
Offer outside reference sources as well as your own news. A content writer can write press releases, conduct interviews, find relevant timely links and keep this page updated daily. The page can serve as a kind of business radar uncovering business intelligence from a variety of credible sources. For an example of one such source see the Wall Street Executive Library.com
In this section describe methods. Include case studies, research papers, best practices and standards. A content writer can create and edit such materials, describe new tools and re-purpose existing content as blog posts. Content can take on various other formats. These may include profiles of companies (your suppliers, customers) and interviews with individuals who are leaders in the field. See Accenture’s Latest Thinking page for an example.
Add a forum to your site for members to exchange information about trends, methods, and key issues of the day. At Evernote there are multiple forums for different platforms and audiences. Tips and suggestions abound.
Creating a robust presence through social media sites is another way of inviting visitors to participate in a community created by your company.
What is most important is that you deliver relevant content in a way that your prospects can find and understand. Your company’s true value proposition becomes apparent. The big promise to visitors of your knowledge space is to improve business performance. This is true no matter what product or service you are selling.
Having trouble positioning your company as a knowledge center? We can help.
