Make Your Web Site Visitor Friendly

Some call it Microcontent

What good is having a strong publicity campaign if your web site is poorly designed, or difficult to navigate.

Even a good publicity professional can do only so much to generate traffic to a pr clients web site. It is then up to your business web site to make customers feel good about the product or service.

What makes your site better than your competitor’s?
Several things. It can be the graphics, the text, the images, and the ease of navigation, among other things.

For this lesson, I want to discuss the content of the site. One writer, Ann Wylie, has an article that explains the "Microcontent" of a web site. Basically she divides the topic into several sections:

  • What is Microcontent and what it includes

  • Why it is important

Ann gives some good advice on what to do, and not do when building the content. When you use these tips, it will be helpful to your existing customers, potential customers, and above all, the media will praise it. Editors and writers will find things easily. This will bring a positive view because the good content will be easily understood.

In the article, advice includes these areas that are needed for Microcontent, such as:

  • Page Titles
  • Navigation Bars
  • Headlines
  • Subheads
  • Highlighted Text
  • and many other sections

A good example of why illustrates when you do a “search, find and save” and it is now in your bookmark. Then when you want to go back a few days or weeks later, the bookmark reads “Welcome to XYZ Corporation”, or “Untitled Page”. I’m sure you experienced this and clicked several bookmarks before finding the site you were looking for. And if you are like me, you can’t find it quickly, and decide to do another search.

So think about making your site more pleasing to visitors. It is good publicity for you and your company.

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Fiction or Non-Fiction

What gets the attention of editors to publish your article

Everyone wants to read a good book. But what about an article that a reporter, or publisher or editor must put in their magazine, or other print media, do they prefer fiction or non-fiction.

It should go without saying, but the fiction stuff is what they really want. Sometimes publicity people, or pr writers get a little too close to the topic and want to make it more interesting so they add some non-fiction stuff to fluff up the story.

This is what gets you in trouble.

Fiction is what reporters want. Something that has a hook to it is not boring and yet has interest.

Ok, not every article you read is like that. And yes, a few boring articles enter this media.

I saw a pr article by Peter Turkington where he uses the 5 "w’s" to describe what you need in a good article. These are the who, what, where, when, why and how that we all learned in school and journalists classes. Peter goes on to say that the media looks for another "w". It is the Why should anyone care?

He explains that you need to make articles newsworthy. Well, we already know that. But I still feel as much as this is important, you also need to build relationships with the media. Because not everything you write, or read is full of newsworthy stuff. It just isn’t possible.

If you happen to have a unique product or your timing is good with the introduction of a product (such as security items since 911) you have a good chance to get some ink.

So as much as it is important to be newsworthy, it needs to be said that relationships with the media, and the timing of your story are also factors in getting something published.

You can expand on this further by knowing the publication, or the news media you are approaching. Know their readership and audience. Then make sure you have written the story for that audience and the editor/reporter to read.

These are some tips to getting in the news. Other ways exist, but for now consider these as a first start.

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Getting The Word Out

Branding is important so is blogging

All companies are fighting for the same thing. An Identity.

Without this, you can’t be visible, you will have a difficult time selling a product or service, and it will be very difficult to stay in business.

Today’s competitive market (in all industries) is looking for better and more efficient methods to creating this identity.

The word "Branding" has become a popular term in our business language. This is what an identity is for a company. Although branding does encompass more than the traditional identity program. All businesses need to have a serious look as to how they are perceived by customers, competitors and the media.

When developing a branding program, you need to look at all aspects of the company. When you have placed a true branding program in place, you then need to get that image, brand into the marketplace.

Doing this can be done in several ways. I strongly recommend that companies include with their Publicity Campaign a business "blog site".

Blogging is more than a term; it is now part of our daily lives. Even more so in business.

A good blog site will consist of RSS feeds to attract news about your industry, and market. It will also be created in a fashion to reflect your image–BRAND. In addition it needs to be monitored and produced by a professional blog company that knows the "back end" of the marketing. Doing a blog is only one small part of blogging.

Writing and using links, images, keywords, phrases and many other unique techniques can be a very productive site to make a company gain visibility and brand recognition within 90 days.

So be careful before you just plunge into a blog site. Make sure you work with people who know the techniques of the business side. These are the people who can make things happen for you and your company.

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