Websites have become a point of embarkation and disembarkation enabling constituents to comment on blogs, post reviews, like your Facebook posts, visit your LinkedIn page discussions, share your tweets, etc. We want to make it easy for our consumers to get engaged, to find new friends, to participate in meaningful dialogue and to share items of interest with their contacts. We want the entire website to be an engagement tool — something that aids us and our users in accomplishing mutual goals.
|Everything links back… we should always want to come home|
Websites today must fully incorporate web elements that enable interaction. And that means great content, not just bells and whistles. As our friends at Big Duck note, content is the The Unsung Hero of a Stellar Website. How to get there? I’m advising my clients to think of their blog (and blog feedback) as their central content marketing creation. Everyone won’t read (or be interested in) every post, but it’s a great way to develop relevant, engaging content in real time; then call it up when and where it may be needed. A newsletter can derive from the blog, for example (as a monthly e-digest that points to articles where the reader can “read more”). Similarly, tweets, FB posts, LinkedIn discussions, and Pinterest video and photo ‘pins’ can derive from this resource. Participants can easily choose the elements that appeal to them. Every element should point back/forth to other elements to complete the circle of dialogue and engagement. Notes Paul Fabretti , Digital Director at Brazen PR:
p; it will be crucial for websites that are in development this year to understand how they can better integrate social content into their websites – whether that be brand mentions sitting alongside brochureware pages, user-generated reviews or images sitting alongside product or simply a list of bookmarks to social channels where product is being mentioned.