Sticky Content Websites

Magazines survive by offering reliable content to subscribers who are profiled. Advertisers then pay for space in the magazine based on whether or not the subscriber conforms to their target audience. Can this model work online and what changes are needed?

If you have good content people should bookmark your website, spend time on it, and refer their friends. If you have a loyal audience, advertisers should place banner ads on the site if you can provide a profile of your audience.

There are 3 major business models for content sites

• Sales pitches wrapped in infotainment or education. These are acceptable if they are up-front about the sponsor.
• Advertising and subscription based publishing. Readership profiles are used to sell ad space.
• Hobbyists. The site is built around a topic of personal importance.

Requirements for building a sticky content website.

Plan the site with care. Your content has to be unique to attract readers away from competitors. Some "pulls" are famous contributors, unique information, niche markets.

• Brand the site to promote trust and loyalty.
• Know your audience. Poll them. Track them. Run usability tests with them, and provide them with the type of content they want including video, audio files, whitepapers, or games. Make the content worth paying for, because someone has to pay, whether it is subscribers or advertisers.
• Analyze your readership to determine who will get the most value for placing an ad.
• Track your site to find the pages that have the most visitors and which, therefore, are the hottest properties.
• Decide whether you will modify your content to attract audiences and/or advertisers.
• Track your users through the site, and beyond. Update the design and content according to what you learn.
• Encourage readers to provide comments, feedback and user-based content. Give prizes for engagement. It doesn't have to cost much: branded promotional items or free subscriptions.
• If there is a members section, make it clear what membership provides. Label members-only information clearly so non-members aren't continually clicking links that refuse them entry. But show them what they are missing by describing what membership provides.
• Make it easy for people to bookmark the site and refer friends. In fact, remind them to do it with buttons.
• Only ask for information you need.
• Make the privacy policy prominent.
• Let return visitors login without re-entering personal data.
• Provide zones for advertisers and media.
• Consider adding features to make your site accessible to people with disabilities.

And remember . . .

They won't call if they don't come.

Take some time to develop a search engine optimization strategy, affiliate programs and offline marketing.

They won't stay if they can't find their way around the site.

Make sure the site works end to end through rigorous usability testing. Anything that prevents a visitor from accessing content, needs to be fixed.

Privacy

To protect yourself and your customers, include a privacy policy that explains how information is secured. At the moment, this is optional, but be prepared for a tightening of laws, especially around children. You might as well develop a solid policy now to reassure your customers.

Top content includes: video, high interest stories, free stuff, whitepapers, forums and chats.

Getting your content together, and making a brand statement out of it means co-ordinating people in sales, IT, Marketing and external agencies. This can be complicated, especially if your company has global connections.