Successful on-line marketers know that their sites will succeed or fail based on how
much overlap there is between their content and the needs of their target
audiences. They realize that exquisite design and spectacular promotion
are meaningless if their content doesn't fill the needs of their market.
To develop that kind of content, answer these questions. The answers you come up with should be providing much or all of your content:
1. What is the immediate, short-term goal of your website?
2. What specific action do you want visitors to take?
3. What are your specific objectives for the long term?
4. Who do you want to visit your site?
5. What solutions or benefits can you offer to these visitors?
6. What data should your site provide to achieve your primary goal?
7. What information can you provide to encourage them to act right now?
8. What questions do you get asked the most on the telephone?
9. What questions and comments do you hear most at trade shows?
10. What data should your site provide to achieve your secondary goal?
11. Where does your target audience look for information?
12. How often do you want visitors to return to your website?
13. What may be the reasons you don't sell as much as you'd like to?
14. Who is your most astute competition?
15. Does your competition have a website?
16. What are ways you can distinguish yourself from your competitors?
17. How important is price to your target audience?
Your answers point the way to what competitive advantages to stress, what
to show, what to say, what to feature. Serve up your content in
bite-sized pieces, all valuable -- for it's clear current content that
leads to success on the web. If it's a winner for your guests, it will
be a winner for you.
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