What's Valued Online

Learn what to avoid and what to add to make content the king of your web site.

Recent research confirms what we already knew: Content is king. But what you may not have known is how to make content changes to your online marketing material. Online shoppers are turned off by invasive advertisements, slanted content, and hyped offerings, according to “Define What’s Valued Online,” a study by the CMO Council and research firm Knowledge Storm Inc.

So, how do you counter soft content and marketing hype? The study suggests buyers want access to independent, third-party content to make more informed buying decisions. The top seven most-trusted content sources outside your company are professional associations, industry associations, analysts, journalists, independent product reviews, peer forums, and online discussion groups. White papers, product reviews, and analyst research reports are the most frequently consumed content provided by professional organizations.

Matt Lohman, director of market research at KnowledgeStorm, says there’s been a major shift in the value of white papers. White papers used to be produced mainly by third-party analyst firms, but now vendors are writing their own. “Some do a great job and casually integrate their products or services into the paper. But puffery comes when you skip past that and talk about how great your service or product is,” Lohman says. “That’s when it becomes marketing collateral.” Lohman says white papers should focus on how your business understands the marketplace. Product reviews should have a third-party tone.

“They say” messages are powerful tools because they come from independent professionals who understand the industry as a whole. That is exactly what buyers need as they gather research to determine the optimal solutions for their business needs.

However, buyers access content for more than just hard data on products and doing competitive analysis. They go to trusted sources for tactical tips, for higher-level strategic insight, and to stay on top of emerging industry trends. Online shoppers want to know what other people — especially experts — think about solutions and information in your industry. Businesses that adhere to this standard use broader content at the beginning of a user’s visit and more detailed, technical content further along in the buying cycle. The earlier you can capitalize on expert content on your web site or email marketing, the more value you bring to the table.

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