| By Jim Bruene on February 1, 1998 4:21 PM | Comments (0) |
We’ve never been enamored with the notion of adding random “content” to your Web site in an attempt to transform it into a cyberspace destination. Consumers aren’t hitting their banks’ Web looking for a good time; they want account information fast to make sure their financial house is in order, maybe pay a few bills, then get back to work, their families, or leisure pursuits.
That doesn’t mean there isn’t a place for tightly edited non-financial content to add interest, support product sales, and attract new customers. Salem Five, one of the pioneers of Web-based marketing, tries to add a new feature every quarter. You don’t need to be that prolific, but you should follow three guidelines when planning new non-financial content:
- Only build what you can realistically keep up-to-date.
- Make it relevant to your audience (think local, local, local!).
- Use only content that supports a business goal/strategy,
otherwise it will get trashed during the next budget-setting cycle.
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