Be found, be distinctive
This should be obvious, right? The Web provided the medium for companies to instantly publish content; and search engines became the tool for finding that content. But of course that’s where the problem starts: if everyone is doing it, how does your company cut through the noise, offer a distinctive voice that is heard and which makes people want to find out more? Well this book is a good place to start.
Don’t be bland!
Content Rules
provides some great examples of how to do it well; but we only have to browse the Web briefly to find many more B2B examples of bland, corporate and downright uninteresting or meaningless content. The message is often obscured by design elements – scrolling flash movies, twitter feeds, bold graphics, illegible fonts and dark backgrounds – that fight for attention. If it takes a new visitor more than 8 seconds to find what he was looking for, then he will click away. So content needs to illuminate, not obfuscate.