Website Content Strategy
Website Content StrategyKrista JacksonAET/552December 14, 2015Dr. Dennis MorrowAbstractCommon knowledge suggests that most companies have a company website with their information. The extent to the content that a website shares on their website are up to the company and the designers. The website content can be detrimental to success in a company, especially if the website is their main source to their product or service. SoundCloud is an example of the website content being their main source of their product and services offered. Each company focuses on their target audience when they are designing the website content, like Coca-Cola, for instance, uses different websites for different countries in their language. The content must show the objective and primary message the company is trying to convey to their audience. If they consumer does not know the objective and primary message, then it will be hard to figure out the website, and why the visitor should be on the website. The website content focuses on their communication to whom, why, what, when, and where. Lastly, the website communicates through their own style, approach, and tone to attract their target audience. The content of each website will determine if the website is successful for the company.Keywords: Coca-Cola, communication, Mental Floss, objective, primary message, SoundCloud, target market, and website content.Website Content StrategyThe content on a website is what will make a visitor stay on the website, and visit the website more often. If a website wants to be effective, they need to know how to present their image and content in a manner that gets the audience's attention. The strategy the company chooses will determine how effective their website is for viewers. An effective website will advertise their product or service well, but the content and how they present themselves will determine their effectiveness. So, website content must be attractive and get the audience's attention immediately when they go to the website. Coca-Cola, SoundCloud, and Mental Floss all have interesting and different ways of attracting attention with their website content.Coca-ColaTarget MarketThe main target market for Coca-Cola is that they cater to business to consumer (B2C) and business to business (B2B). Their market is worldwide and on their website an individual can click any tab to show their website for another country in their language. They are a big market with years of experience. Coca-Cola's target market extends in many directions across the globe because of their website content. They target everyone in every demographic, and they do not have a specific target market that they go after. The age range of individuals that drinks Coca-Cola are ages 12 to 30 (Coca Cole targeting and positioning, 2012). They market globally, so they respect and encourage diversity and different cultures. The rest of the demographics are too similar to find more on their target market. They want to sell their product to everyone in every country. ObjectiveCoca-Cola’s website content shows they want visitors to see the history of their brand. They want visitors involved when they go to their website, and their main objective is to get the consumer to drink only Coca-Cola. They are a classic brand and enjoy brand loyalty because of their long standing in history. Their website content shows that they want to keep visitors on their website interested and interactive. The longer someone stays on the companies website they will become more interested because of the content, brand, image and message of Coca-Cola. They use music, videos, and many articles to keep visitors on their page. The more interested people are in Coca-Cola, and then the more likely they are to drink their soda if offered a choice.Primary Communication MessageCoca-Cola communicates their primary message to their audience that they are classic and have been around for a long time. Their homepage has the message, “Coca-Cola Journey. Refreshing the world, one story at a time.” (Coca-Cola Journey, 2015). Their history and length of time making the sodas is an important aspect of their message. They are also showing how they are global and diverse as a company for their customers everywhere. They promote "happiness" and make it seem to like Coke brings people together and makes them happy (Coca-Cola, 2015). They want loyal customers, and new customers to become loyal to their classic soda. Effectiveness and JustificationCoca-Cola’s website is effective in the sense of reaching their target market, objective, and relates their primary message to customers with their website content. Coca-Cola markets globally, and they have a section to pick what country they are in to see the website in their language. The websites look a little different in style in each one, so the website content goes as far as making sure they are marketing specifically for that country, language, and area. The different websites show they are diverse and respect different cultures. Anyone can look at the other websites, and the website will offer to translate the website text. They all lead to the same message of happiness and history. All of the websites use text, images, and graphics effectively to catch the consumer’s eyes. They use social media on all of the websites, and they do sometimes differ on if they have the site. In the United States, they have all of the social media sites, which are Facebook, Twitter, Instagram, LinkedIn, YouTube, Google +, and Flicker (Coca-Cola Journey, 2015). There is just a plethora of material to look at on their website, that a person with a lot of time could get lost for hours for a few days. They have enough content, but it is all organized to easy to get to any information. It was a surprising and impressive website, and it was definitely effective in keeping their audience interacting and addicted to being on their pany CommunicationCoca-Cola’s website content shows who, why, what, when, where, style, approach, and tone of communication. The communication subject of “who” is the audience and stakeholders who will be looking at the website for the information about Coca-Cola. The communication subject of “why” is the purpose of the website, which is to advertise their long standing brand of Coca-Cola. The communication subject of “what” is the website content that they present to understand the "why" of the purpose of the website. The communication subject of “when” can be when the website content was created, last updated, and daily or monthly changes they make to the content. Coca-Cola is using “when” on their website by advertising the holidays. The communication subject of “where” are the different channels you can reach their information. The website content, social media sites, and other information are the “where” that Coca-Cola uses. The communication subject of “style” is how they stylize their website content, logo, message, photographs, and graphics. Coca-Cola uses the same style of text as the classic version on their sodas on their website. Their text for their message on the website is more current than their brand name. The style of the website makes it easy to navigate by the visitors. Their photographs, logo, and graphics are stylized for each different country, and to attract their target audience. Their style is what makes their website so successful. The communication subject of “approach” is a direct approach to their audience with the website content and information. They use an approach to reach audiences globally with their website, and they use social media, television and word of mouth in their approach for their Coca-Cola brand. The communication subject of “tone” is the personality, emotional appeal, and consistency in their website content. Coca-Cola's personality and emotional appeal are the histories of the brand and their primary message of happiness to their audience. Their tone is consistent throughout all of their website content. Coca-Cola has a happy and inviting tone that still embraces history.SoundCloudTarget MarketSoundCloud target markets are a business to consumer (B2C) and business to individual (B2I) with their company. Their target market is also worldwide in the music industry. Individuals want to download their personal music they made, and consumers want to listen to the personal music. Ages 16 to 64 seem to be their consumer age range, but there were not very many specifics on their statistics (Keane, 2015). The website look is more for the age range of 13 to 45 because of the page layout of their design. SoundCloud's website has photos of younger individuals in this age range along with popular music trending right now. The photo had people of different ethnicities, and this shows that they encourage diversity. They want to target anyone who is a music listener or makes music digitally. ObjectiveSoundCloud's objective is to get consumers to use their streaming digital music website to listen to music. Another objective of their website content is for artists anywhere to upload their own music. The place to type in an artist is right at the beginning to the homepage because their objective is to get visitors to their website to look through the music. Once they have a visitor looking at artists and music, then the visitor is more likely to stay on the page longer. The aspect of the product being free adds to the idea of helping visitors stay on their website. SoundCloud just needs their potential customers to start interaction with the website to get them interested and knowledgeable about their product.Primary Communication MessageSoundCloud communicates their primary message to their customers that they offer free music and downloading music to their website. Their homepage tells consumers, “Find the music you love. Discover new tracks. Connect directly with your favorite artists.” (SoundCloud, 2015). They want to offer free music to customers, and a free place for customers to download their music. The people that are downloading their own music get a chance to get their music out there. The people who listen to music for free give the downloading artists a better chance of getting their music popular. They help artists and consumers with digital music. Effectiveness and JustificationSoundCloud’s website is effective for the product of offering digital music for free and downloading their own music as artists. They attract their target market; accomplish the objective and primary message in their website content. To be honest, they could use a better webpage and navigation, but it is still effective for their audience. They keep their website simple, so they are not bombarding new visitors to their website with too much text and information at once. They change their homepage photo at the top often, and they show the diversity in users and artists in the photographs. They use text, a search bar, and photos effectively to attract attention with their website content. They advertise their app that you can download on your phone, but they do not advertise their social media websites on their homepage. The customer may have to have an account to see the social media they use for their content and advertising. They look like they are advertising to the younger generation with their look and simplicity, and their target audience is in that range, so the website content reaching their target audience in an effective manner. They may need to change some parts of their page so that they can get more visitors’ attention, but overall the website content is effective for their audience. Company CommunicationSoundCloud’s website content shows who, why, what, when, where, style, approach, and tone of communication. The communication topic of “who” are the audience and the stakeholders of SoundCloud, and their website content addresses the information, message, and their target audience. The communication topic of “why” is the purpose of the website, which is to offer free music and a place to download music artists made to get viewers. The communication topic of “what” is the content they place in the website, so the “who” can understand “why” they have this website. The communication topic of “when” relates to when SoundCloud was created, updated for the year, and daily or monthly changes they make to the website content. They use the communication of “when” for the photo on the homepage by changing the photo often. The communication topic of “where” are the channels they take for website content. “Where” SoundCloud’s content is located is on their website and social media websites they use for advertisements that are not visible. "Where" the content is on each page, and how it is used for the organization; helps the navigation for the audience. The communication subject of “style” is how they stylize their website content, logo, company name, message, photographs, and graphics. SoundCloud’s name and logo are simple, the text is easy to read, and the logo is a simple graphic of a cloud. Their message and photographs for the target audience are stylized in a pop culture way for their website content. The communication topic of “approach” is a direct approach for website content and information on their music platform. They use the website, social media, and word of mouth approach to communicate with their target audience. The communication topic of “tone” is the personality, emotional appeal, and consistency in their website content. SoundCloud's personality is for the younger generations, and they have an emotional appeal for artists to have a place for audiences everywhere to listen to the music they have made. They are consistent and simple with the message in their website content. SoundCloud's tone is confident and helpful with their primary message.Mental FlossTarget MarketMental Floss has a target market of business to consumer (B2C) and business to business (B2B) because it is a magazine. They market their magazine to consumers to read, and businesses to buy and sell their magazine. On their website, they have a target market globally between the ages of 18 to 44 as their market (, 2015). Their website looks like it was made for the younger generation, and people who are active in social media. Their target market is people who want to read interesting and new facts, and attain random knowledge of something that interests them.ObjectiveMental Floss's objective is to get consumers to buy their magazine and to get customers to visit their website for articles to read. They want to market to more intelligent individuals that want to read articles that are informative and fun at the same time. The homepage has so many articles to click on that once you get to the website they want you addicted. Once the consumer starts clicking the articles they will want to click on more. Mental Floss sets their website up where individuals will stay on their page longer. The visitor is more likely to come back to Mental Floss's website because they want to read more articles and random knowledge. They keep their audience wondering what content will be on the website the next day.Primary Communication MessageMental Floss’s primary communication message is that they are a magazine, and they want customers to read their magazine and visit their website. The about section of the website explains that Mental Floss is more of an intelligent magazine. They try to give articles to exercise the customer’s left and right brain (Mental Floss Inc., 2015). The difference of their magazine is the articles they present, and this is how they want to reach their customers as a primary message. Effectiveness and JustificationMental Floss is effective in the sense of meeting their target audience, objective, and primary message with their website content. It is not completely obvious at the first look over that the website is for a magazine, but looking in the about section helps someone understand their concept better. Other than that issue; the rest of the website is effective for their audience. The use of photos and text to click on articles helps them target their younger audience because of the visuals and the interesting article. The page looking full and slightly chaotic with text is helpful in a way for their audience because of Facebook. Facebook has a lot of articles to click on that bring you to websites to keep clicking on different articles to read. They use social media on their homepage, and they include Facebook, Twitter, and YouTube. The numerous articles on a wide range of topics help to keep people interested and interactive with the website. Visitors are more likely to stay on the page longer because of the way they set up their content. It is a website meant to be addicting with knowledge for the left and right brain. Company CommunicationMental Floss’s website content shows who, why, what, when, where, style, approach, and tone of communication. The communication sense of “who” are their audience and stakeholders for the website content. The communication sense of “why” is the purpose of the website and website content presented to the “whom.” Mental Floss wants to show “why”, which is they want to offer a magazine and website with interesting articles for their audience. Their website content addresses the objective and message to the “whom” of the target audience. The communication sense of “what” the content of website magazine articles is, so the "who" can understand the "why." The communication sense of “when” relates to when Mental Floss was created, updated for the year, and content changes daily or monthly for current events. The communication sense of “where” is the location of the website content, information, and current events of Mental Floss. They use their website and social media for their content, and the social media websites they offer are on the website homepage. The communication subject of “style” is how they stylize their website content, logo, message, photographs, and graphics. The name is the logo in a way, and it is stylized to get the audience's attention with the first word bolded. The content, navigation areas and photographs are random and all over the place. It looks disorganized in an organized manner; just like their audience they attract with intelligence. Their minds usually work in a similar manner, so it keeps them interested in the erratic style of articles. The communication sense of “approach” is a direct approach to their audience with their website content and information in their magazine. They use the approach of social media, website, and word of mouth to attract their target market. The communication sense of “tone” is the personality, emotional appeal, and consistency in their website content. The personality of the website is scattered just like intelligent people, and an emotional appeal of knowing more information leading to feeling smarter. They are consistent with their tone in random articles to read on their website. Mental Floss's tone is erratic and informative, so it makes the information interesting to the audience.ConclusionWebsite content is an important aspect of having a successful website. Coca-Cola, SoundCloud, and Mental Floss all have their different approaches to how they deliver their primary message and objectives to their target market. Their communication styles each differ making them each successful in their own way. The website content is pertinent to each company that has a website because it determines their traffic to their website. The differences each company has does help to communicate their website content. ReferencesCoca Cola targeting and positioning. (2012, November 16). Retrieved from Blogspot: . (2015). Retrieved from Coca-Cola: Journey. (2015). Retrieved from Coca-Cola: , J. (2015, February 17). Is SoundCloud becoming more popular than Spotify? Retrieved from Paste: Floss Inc. (2015). About us. Retrieved from Mental Floss: Floss Inc. (2015). Mental Floss. Retrieved from Mental Floss: . (2015). Retrieved from quantcast: . (2015). Retrieved from SoundCloud: ................
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