Greetings, discerning readers!
Sometimes I feel like a broken record when I repeat (it seems for the ump-teenth time in the past six years) that content really is king. Then I read a piece like David Carlson’s recent post on Poynteronline and I feel like maybe I can’t play that record enough.
Carlson, a University of Florida professor, posted in “E-Media Tidbits” that the recent E&P/Mediaweek Interactive Media conference in Atlanta might lead one to think that content is not an important part of media Web sites.
“Out of 12 educational sessions over two days, there are three -- count them, three -- sessions that I would classify as specifically related to online content. The rest are about advertising, site registration, targeting, and the like,” Carlson wrote.
Carlson doesn’t fault media sites for focusing on strategies that make the cash register ring.
He writes, “I certainly understand that sites will not continue to exist unless they can pay the bills, but with a conference bill filled with sessions such as ‘What consumers demand from classifieds today and how your site can give it to them’ and ‘Cross platform buying and selling / integrated marketing,’ I fear that some of us may be losing sight of what brings people to media Web sites in the first place.”
In Carlson’s view, and in mine, it’s content. While Carlson is referring specifically to media sites in his post, his message nevertheless speaks to the publisher of any Web site looking to attract visitors, customers, or prospects.
In other words, you can't monetize visitors you don't have. Or, if there’s no one there to hear it, will your cash register make a sound?
Focusing on producing quality content that really speaks to the hearts and minds of your core audience, and the rewards will follow.
Until next week,
P.S. If you plan on attending ad:tech in San Francisco next week, say hello to Publisher Allen Weiss. He's weighing in Monday afternoon on a panel on unique b2b marketing ideas. Check out www.ad-tech.com.