One side effect of my interactive journalism degree was the ability to create, design and code websites. In fact, without the ability to do web consulting on the side, I might not be able to afford my journalism job. But, even in my programming classes, we still dealt specifically with content-based websites – how to build an audience, not for a brand, but for a site that is constantly updated, whether it is blog posts, articles from a local newspaper or video content.
When I help small businesses promote their brand through websites, I always push offering a blog on their site. TruHarmony Yoga allows students to write blog posts about their yoga experiences, which is a great way for clients to be engaged with the brand. When TruHarmony did a Groupon deal, I had the owner shoot a brief video with her iPhone, so when Chicagoans went to her site for the first time, they could get a genuine inside look at what they were about to buy.
Today, I was thrilled to read this:
“Apparel and accessories brand Kate Spade has launched a new version of its flagship website that underscores just how important content has become to the brand." – Mashable by Lauren Indvik
What does this mean to me? My studies in how to manage a content website, rather than just a website, are now more valuable than ever – and will gain value. It’s not enough for consumers to see a shirt at the store and think it looks nice. It’s not enough to see a commercial and maybe remember the brand name. Consumers need constant reminders – it’s not enough to be aware of the brand.
We live in an age of instant gratification, and I think studies will show that consumers are more likely to buy if they came into contact with a brand in the past 24 hours.
Continuous content is necessary. And, the journalists among us can lead the way with training brands how to build a company message and send it through the various mediums, including video, text, audio and more.