Vol.39 – Should All Content be Translated For Global and Local Audiences Whatsoever?

The previous article Vol.38 – How to Remake Global Content to Meet Local Needs was about remaking global content to meet local situation and needs based on target buyer persona.




This article is about localizing global content focusing on language perspective, i.e. how much translation is required for target audience to understand when the content is originally made in the language not understood by the target audience.



1. Do everything of all content need to be translated in content localization?



The author would say no. It is true that translation is the first thing to do in localizing contents, the author would say that it does not necessarily mean that all headlines, texts, captions etc. need to be translated at all times.



This is because there are a few exceptional cases in which target audiences understand the core message and find the content interesting even if the content is not all translated into the language they understand.



2. What kind of contents could do without translation yet target audiences find the contents interesting?



They are mostly of rich contents focusing on visuals. This does not mean that such contents are all that leverages web 2.0 technologies with movies. Web 1.0 content also could be such contents yet web 2.0 content of movies could not be of such contents.



Non-texts such as photo and movies convey sufficient information to local audience even though the text and/narration is not translated from English into local language or vice versa. That is to say global audience understands the message even though the text and/or narration is not translated from local language to English and the audience actually find the content interesting.



3. What are some of the examples of contents which can do without translation yet target audience can enjoy?



1) Blogs articles with photos that can be like an album



It is often said that pictures equals hundred words, which is quite true. Target audience may enjoy blog articles with many photos even though the blog is of much text probably because series of photos are like an album.



When the author wrote a blog article in Japanese about her business trip to Switzerland and posted photos and tweeted with a link to the article page, it attracted attention of global audience and to her surprise, was retweeted, with comment about the photos.



Participated in Global Diversity & Inclusion Meeting held in Global HQ! (the author’s translation)

http://ameblo.jp/meg-oyanagi/entry-10555640784.html



Also, the author had a feedback from which she understood that other online people used the online translation service to read the long blog article text. Although the translation quality might not be perfect, it was understandable and the readers did enjoy the article. This incident means that if target audience is once attracted to the content, he/she would self-service to translate utilizing online translation services and is satisfied with it.



2) Blog article with charts and/or (YouTube) videos



Blog articles of texts with charts and/or videos can make target audiences understand the core message and enjoyed even if the texts and narrations are not translated. If it is a 2 hour movie, interpreted dubbed version or telop translation version are inevitable to help audience understand the story and message. However, in the case of blog articles with easy-to-understand, illustrative chart and/or video, such localization is not necessarily required for the audiences to understand the main message.



Some examples of such articles include the below.



20 #Facebook Tips/Tricks You Might Not Know

http://www.hongkiat.com/blog/20-facebook-tipstricks-you-might-not-know/



How to Build a Facebook Community (14 “Levers” You Need to be Pulling)

http://www.johnhaydon.com/2009/10/howto-build-facebook-community/



These 2 blog articles were tweeted by the author, to global audience in English and to Japanese audience with a simple comment in Japanese then the English article title and link. Surprisingly, they were retweeted with a simple appreciation comment by a Japanese tweet.



There are many factors for it such as the fact that the tweep has always been attentive to advanced social media trend regardless of the location of source and the content met his needs. The author also feels that the fact that the blog articles included easy-to-understand visualized chart and video that help the non-bilingual Japanese tweep understand the main message is also an important factor that made him satisfied with the content although it is in English. Also, similarly to the blog posts with pictures mentioned above, if the reader is extremely curious of the content, he/she would likely to self-service for translation leveraging online web service.



3) Video content focusing on visual with good tempo



Surprisingly Video contents without been translated or translated telop can make target audience understand the core message, interested in the content and enjoy even if it is not translated into the language of the target audience. Such contents are with easy-to-understand, illustrative visuals/moving pictures, preferably with appropriate BGM. Thus, video in which a person makes narration and the movie is only the narrator talking is no good.



A few example of such content are as below.



What motivates us? [video]

http://holykaw.alltop.com/what-motivates-us-video



Evolution Web 1.0, Web 2.0 to Web 3.0 (VID)

http://www.youtube.com/watch?v=bsNcjya56v8&feature=related



The 2 contents have no translation telop and narration is in English; however, when the author tweeted introducing them with a link, a non-bilingual Japanese tweep retweeted with a comment saying that this content is of good tempo and of interesting and impressive way of presenting message through visual/movie. It is apparent that the retweeter was very interested in how the content was made and the information was presented to the audience, not found in Japan.



For the similar reason, some videos in English are often shown as it is to Japanese employees (who cannot understand English) at the company the author works in. In doing so, the author always makes sure that core message of such videos are understandable for non-bilingual employees from moving pictures and BGM. According to the feedback, the employees did understand the core message and enjoyed the content.



4. What are the final thoughts of the author?



Interesting photos and illustrative charts/movies attract attention of audience. They are extremely helpful for the audience to understand who are satisfied, regardless of which language the content is made in and which language the audience can understand. It is not about the language and translation. It is all about the value of the content and how the content is created and shown from customer perspective.

Vol.38 – How to Remake Global Content to Meet Local Needs

The previous article Vol.37: How to Develop and Evolve Contents Globally Starting Locally was about developing and evolving content for global and local audience based on local information.

This article is the continuation of the previous article, which is about remaking global content to meet local situation and needs based on target buyer persona.

1. In what kind of situation is global content usually remade totally to meet local needs?

This methodology is adopted when global message needs to be delivered to local audience and global content (information) is relevant to local audience cannot be made local by simple translation, addition of interpretation or modification.

Such content can cover wide a range of topics. Some examples of topics include environment, business and economy, politics, compliance, and diversity, to name a few.

2. How can global information remade totally to meet local needs?

Basic stance is the same as tailoring global content to develop local content to meet needs of local audience by changing the viewpoint/subject based on the buyer persona of audience segment.

The author would like to explain with a few concrete examples.

1) Product information (website, catalogue etc.)

This may be the most typical one and the easier one to understand. In global companies, unless the product is planned, developed, produced and marketed all locally, the global HQ is the core of the whole value chain and controls/monitors the total chain. This means the global HQ would have the product information, and one of the main responsibilities of the marketers in the global HQ is providing product information (e.g. catalogue) and other relevant materials such as photos and logo data to local marketers.

Having received information and materials, local marketers would usually remake into local product information tools such as catalogues and product information web pages, according to their product line-up and local market needs.

The degree of remaking depends on case by case. It can be just modifying the product lineup and translation using the data supplied from the global HQ. This seems to be popular among IT companies in particular. Remaking can also be as much as of the total structure and content of the catalogue, product information web pages etc., and redesigning of the front cover and pages, in addition to modifying the product lineup and translation.

Such remaking is performed based on the CI (corporate identity) guideline and other rules specific to the company, and on buyer persona of the local product information content. Total remaking of the content seems to be popular for BtoC, especially for products of consumer electronics and FMCG (fast moving consumer good) industry, assumed to attribute to the fact that such products are closely linked with manners and customs and lifestyles of the local consumers.

2) Company policy/message (internal communication of a company)

Company policy and message of a global company also originates from global HQ. In most cases, as the message is delivered further down the organization layer and/or regional segment, the content is remade, with more detailed information of the target organization layer and/or regional segment. The scenario needs to be carefully developed so that the local audience would be able to understand the global overview (big picture) and how the local content fits in it and is aligned with the big picture of the global overview.

It is the more detailed information part that is focused on because that is what the target (local) audience really needs, and that is usually from which the target audience understands the global core message. In a sense, the local detailed information is the interpretation and explanation of the global content.

Although it may be a rare case, there are some cases in which the key message (content) of such detailed local information may be an exceptional one and different from those of global and other regions/countries. In such a case, the scenario is to be carefully developed and delivered so that the local audience would understand how and why the local content is different.

3) Blog articles about a global issue

The blog article of a global issue can be about the recent abnormal weather for example. The author would like to explain with a specific example of a recent English blog article targeting global audience and Japanese blog article targeting Japanese audience, based on respective buyer persona.

(1) English blog:

Abnormal Weather Worldwide - Why and Effects
http://megoyanagi.blogspot.com/2010/07/abnormal-weather-worldwide-why-and.html

i) Style

The blog is in news article style, and this article is no exception. This is because the fact that English blogs are mostly in professional style and that much source of information for the blog would be news for the blog.

ii) Information / content

The information is mostly of facts, what is actually happening worldwide and Japan, and theories and views of experts. In the first half of the article worldwide information on how abnormal the weather is explained with concrete examples of how abnormal the weather has been lately and its effects on economy, society and people’s lives. In the latter half, Japanese information on its abnormal weather and its effects on summer business as more detailed information is introduced, supporting the total message of the global trend.

(2) Japanese blog:

Abnormal Weather Again – Mother Earth is Really Angry? (the author’s translation)
http://ameblo.jp/meg-oyanagi/entry-10594113815.html

i) Style

The blog was remade completely, in a diary style with more personal touch. Japanese translation of the English blog could have been an option if the author wanted to target expert niche segment such as weather experts. However, the author wanted to target the volume zone of blog readers and the diary style blog was appropriate because such style with what the author did and how he/she feels and thinks is extremely common in Japan.

ii) Content / information

Aligning with the blog concept, the focus of the article is on the author’s thoughts and what she did rather than the detailed facts and explanation of the abnormal weather. The facts and explanation of the abnormal weather was substituted by a link to the English blog, as a part of introducing what the author did on a hot summer day, having read series of special articles about worldwide abnormal weather of a Japanese leading newspaper.

Vol.3７ – How to Develop and Evolve Contents Globally Starting Locally

The previous article Vol.36: How to Tailor Global Content to Meet Local Needs (Part 2) was about developing content meeting needs of local audience while delivering consistent global message by tailoring the global content totally to meet local needs.

This article is the continuation of the previous article, which is about developing and evolving content for global and local audience based on local information.

1. What kind of local information can be developed into content targeting global audience as well as local audience?

Local information need to be informative and of value to global audience. There are mainly 3 types of information that can be developed into content targeting global audience as well as local audience.

1) Advanced, innovative and creative local information.

Typical examples include that of locally-developed innovation such as world-first innovative technology and locally-developed innovative and creative activities. These kinds of contents are, in a sense, best practice sharing, of variety of topics. The website example presented later in this article can be categorized in this.

2) Unique local information yet underlying concept/message/philosophy is of globally universal, and /or local information depicts global trend well.

Typical topics of this kind of information include environment, healthcare, leadership and management and humanity. Some easy-to-understand examples from the author’s blog about Japan include the following.

Turning Point in Japan's Trade with China
http://moyanagijapan.thoseinmedia.com/2010/07/18/turning-point-in-japan%e2%80%99s-trade-with-china/
This depicts the global trend of China’s emergence as the world’s consumption market, and attracted interests of worldwide online people, with feedback and retweets.

3) Very unique, full of originality local information that attracts interest of global audience.

Typical topics of this kind of information include culture, and manners and customs. Some easy-to-understand examples from the author’s blog include the following:-

What is Japanese Valentine's Day and White Day?
http://moyanagijapan.thoseinmedia.com/2010/03/12/what-is-japanese-valentine%e2%80%99s-day-and-white-day/
This is about Japanese original Valentine’s Day. This attracted interest of the author’s worldwide Twitter and Facebook friends, with comments/feedback and retweets.

2. How can local information developed into global content and local content, meeting needs of both global and local audience?

Basic methodology is the same as tailoring global content to develop local content to meet needs of local audience; that is, adding/deleting irrelevant information and/or changing the viewpoint/subject and remake the content based on the buyer persona of audience segment.

The author would like to explain with a website (web content) she and the team members developed 2001-2002 to start creating and increasing fans of the company and the products/services, targeting children, when she was working for her former employer (a Japanese consumer electronics giant).

1) How series of websites were first planned and developed

Being a global company based in Japan, branding such as website concept and title was developed from global perspective, while Japanese website was planned and developed. After the completion of the Japanese website targeting Japanese local audience, English website targeting global audience and Chinese website targeting Chinese audience were developed, because it was considered that the Japanese website concept would be acceptable worldwide.

2) Japanese website: the start of the initiative.

The website as of today is http://pks.panasonic.co.jp/, targeting children around 8 years old, who are “future customers” of the company and also already the key players in making purchasing decision in Japan.

Contents include basics (theories and facts) about consumer electronics such as how consumer electronics work and their history, i.e. how they were first born and then evolved to become advanced as of today.

There are also contents that are not necessarily related to consumer electronics and/or related to culture, and manners and customs, such as flags of major worldwide countries to evoke interest in other countries, and about environment such as importance of environmental preservation and what can be cone in everyday lives to contribute to environmental preservation.

3) English content for global audience

Contents on basic facts of consumer electronics were translated from Japanese to English. However, contents that focus on culture, and manners and customers were carefully reviewed. Information that could lead to misunderstanding or Japan specific that was considered not to attract attention and interest of global audience were dropped out, thus which blocks of information to include as global contents were selected. And any tailoring and modifications required were done in the process of translation, based on multiple buyer persona of 8 year children from major countries and regions.

4) Chinese content for China local audience

As a first step, English global content was translated into Chinese. Then, the website was transferred to China local site, and China local content that is specific to China market such as information related to Chinese society and market/marketing were added locally.

5) How series of websites evolved as time went on after 2002.

(1) Addition of different kinds of contents meeting local needs (in Japan)

Besides updating of contents of basics, variety of other kinds of contents which might be indirectly related to consumer electronics have been/still being added, such as how to make primitive telephone from strings and cardboards. Also events are planned and held collaborating with company showrooms located in Tokyo and Osaka, especially in summer and spring, and information about and linking with such events are also created.

Such contents are designed to help children do their summer holiday homework, because it is typical in Japan that children are assigned to make observation of something such as how sunflowers grow, make something on their own, and write diary with pictures during summer when they have long holiday (Japanese school year starts in April).

(2) Addition of contents targeting teachers and parents (in Japan)

Since there were many inquiries from teachers and parents, contents targeting teachers and parents were developed in 2006. Also, e-newsletter targeting teachers and parents exclusively was started to be distributed in 2006, and the e-newsletter that had been distributed since 2002 was reviewed to better target children.

(3) Addition of contents about worldwide contest

Studying of developing global community and starting contests had started from 2003, considering the initiative that had been going on locally in the U.S. for 10 years. First, the U.S., initiative was collaborated with Global & Group HQ ( in Japan) then content of some topics started to be held online. One of the recent example is as below.

The Eco Picture Diary Contest
http://pks.panasonic.co.jp/eco-global/2009/en/


In the upcoming article, the author would like to explain how global content is developed as a new local content totally and vise versa, delivering the consistent global message.

Vol.36 – How to Tailor Global Content to Meet Local Needs (Part 2)

The previous article Vol.35: How to Tailor Global Content to Meet Local Needs (Part 1) was about developing content meeting needs of local audience while delivering consistent global message by adding and/or replacing with local details.

This article is the continuation of the previous article, which is about developing content meeting needs of local audience while delivering consistent global message by tailoring the global content totally to meet local needs.

1. What is the primary methodology of tailoring the global content totally to meet local needs?

It is by changing the viewpoint, from global to local, often changing the subject and developing content from the eyes of local representatives. This methodology is used in many news and contents on international topics (e.g. summit, environmental issues) and global events such as Olympics and World Cup games.

For example, news about summit is global but very often it is reported in each countries differently, focusing on their leaders and topics of their own country because local audience (i.e. audience in their own country) would be interested in such contents. Olympics and World Cup games are also usually reported in the similar manner for the same reason. In reality, what are reported/broadcasted in detail/full are very often only the games in which the athletes of the country play.

2. How is the methodology of changing the viewpoint/subject applied in developing local content based global content?

The author would like to explain with a typical example. She would like to take a case in of a global event in which people from Global HQ and local executives participate.

1) Overview of the global event

Global event is a ceremony cerebrating achievement of a milestone of a global project, hosted by Singapore. Japan top executive representing the primary client of the project is invited, and executives from global HQ and collaborator of Singapore from Japan join.

2) How the global and local content of the global event can be developed meeting the needs of global and local audience

(1) Global content targeting global audience

Content (article) is usually developed in a neutral, third person viewpoint, informing facts. The text would be in third person to make the total style of usual corporate content.

The information would likely to include overview of the ceremony with brief explanation of each session. If some kind of message is to be included, it is possible that such things as how global collaboration made the project successful are also included to encourage collaboration, and/or add humanity touch to attract interest of the target audience.

(2) Singapore content targeting Singapore audience

Content (article) is usually developed informing facts but from Singapore (host) viewpoint. Although the text would likely be in third person and the style of usual corporate content, subject would be Singapore = host.

The information would likely include overview of the ceremony and explanation of each session, possibly in depth.

Additional, more casual content can also be developed, to attract empathy and interest of the Singapore local audience, such as depicting backyard of the project and the ceremony. Such contents are usually effective ifs developed from the eyes of the project key persons and ceremony organizers, to add humanity aspects.

(3) Japan content targeting Japanese people under the umbrella of Japan project collaborator

Content (article) is usually developed informing facts but likely from the eyes of the Japan project collaborator/team members. The style is better if it is in usual corporate content style but the subject would be in the person who joined the ceremony on the day if the content is from the eyes of that person, which is likely to be more effective rather than in normal third person style.

The information would be overview of the ceremony and explanation of each session. It is probably more effective if how Japan project members collaborated to make this project a success is also included to attract the empathy and interest of the target audience and to add humanity aspects.

(4) Japan content targeting Japanese people under the top executive

Very brief content (article) is usually developed informing facts, focusing on the Japan top executive’s attendance. The text would be in third person, in usual corporate content style.

The subject is the Japan top executive and the information included is likely to focus solely on the highlights of the ceremony such as the session in which the Japan top executive made a speech and other ceremonial events held in which the Japan top executives attended.


Approach of changing the viewpoint/subject is also effective in developing global and local content of a local issue.

The author would like to explain how in the upcoming article.

Vol.35 – How to Tailor Global Content to Meet Local Needs (Part 1)

The previous article Vol.34: How to Deliver Consistent Message to Global and Local Audience was about effectively delivering consistent message with consistent branding to global and local audience online and offline, meeting needs of both global and local audience.

This article is the continuation of the previous article, which is about developing content meeting needs of local audience while delivering consistent global message.

1. What must be considered first in tailoring global content to meet local needs?

Similarly to any other contents, relevance must be considered first in planning and developing content meeting local needs. The objectives of the buyer persona of the local audience and the relevant content for each buyer persona need to be considered.

Some global content may not be necessary to be delivered to local audience. Some of the examples of global contents mentioned in the previous article Vol.34: How to Deliver Consistent Message to Global and Local Audience are not always necessary to be delivered to local audience, for example, to local business partners (PR agencies) wanting to start business with local office and to consumers wanting to buy local products and services.

Some other global contents need to be delivered to local audience but do not need to be tailored but simple translation at most is appropriate, such as financial (IR) information. Such information is necessary and valuable to local investors as a great source in making investment judgments.

And, some other global contents need to be delivered to local audience and need to be tailored to meet local needs, although the degree and methodology is case by case. Such contents are focus of this article and upcoming article(s).

2. What is the primary methodology of tailoring global content?

The methodology mostly adopted in tailoring global content is adding and/or replacing details (examples and explanations) with local ones. This methodology is often taken for “other facts about the company/individual” mentioned in the previous article Vol.34: How to Deliver Consistent Message to Global and Local Audience.

This methodology is adopted because of local laws and restrictions, and other local situations attributing to local society, manners and customs, and culture that cannot be covered by global content/side.

1) Adding local details

A good example of adding details and examples may be compliance related content. Basic philosophy and information of compliance is consistent worldwide and some main examples can be provided globally, but many needs to be provided locally, meeting local needs and situation. This is why most compliance related information provided from global side always has phrases saying details are apt to local laws and restrictions.

Thus, local laws and restrictions, and concrete examples based on local laws and restrictions added locally. Also, concrete examples of cases to explain and/or support worldwide philosophy and policy are added locally.

Another example of adding details and examples may be sustainability (CSR and environment preservation) content. Basic philosophy and information of such content is consistent worldwide, but details are usually added locally for the same reason and in similar way as compliance related content. Also, information on local activities is added locally.

News releases and product information and other contents are planned and developed with the same concept.

2) Replacing with local details

This methodology might sound odd but the author has presented this methodology, distinguishing from adding local details because some methodologies taken are not quite adding but really replacing, whether the degree is large or small.

(1) Words and phrases, and sentence level

In practice, this methodology is on sentence level even in some of the global contents that are considered to be simply translation to local language. For example, in the case of mentioning M&A of a company, the timing (year) was replaced with the local one because it took place one year after the global.

Also, words and phrases are not literally translated but replaced by local equivalents for local audience to understand better. For example, when translating “emerging market” into Japanese, the author often replaces it with something like “countries of what we call BRICs”. “BRICs” is the term widely used in Japan meaning “Brazil, Russia, India, China and South Africa” and this term is much easier for the local audience to understand.

(2) Content level

The methodology of replacing with local details on content level is probably most adopted in explaining features/usage of products and services considering the local society, lifestyle, manners and customers and culture.

An example is what the author did for a matrix chart of plotting digital AV products based on assumed lifestyles of customer segments (buyer persona) when she was responsible for product marketing covering worldwide market. The matrix was a content of a training tool for worldwide sales person.

She first developed a “standard” matrix, i.e. global content. She then developed a few “derivatives” from the “standard” matrix to meet some specific regions based on their product line-up and the lifestyles, manners and customer and culture.

(3) Description/headline level

Although of a little different perspective, there is another methodology which can be categorized as replacing with local details. This is what the author often adopts in tweeting on Twitter and posting updates on Facebook. That is posting updates of different contents in English (global audience) and Japanese (Japan local audience) meeting their respective needs although the links is the same.

3. What methodologies need to be adopted when adding and/or replacing with local details is insufficient?

There are mainly 2 ways to overcome such a situation. The first methodology is tailoring the global content totally to meet local needs. The second is developing a new local content totally with delivering the consistent global message.

The first methodology will be the topic of the upcoming article.

Vol.34 – How to Deliver Consistent Message to Global and Local Audience

The previous article Vol.33: How to Develop Corporate Contents with Consistent Corporate Branding was about developing online and offline contents to deliver consistent message with consistent corporate branding.

This article discusses effectively delivering consistent message with consistent branding to global and local audience online and offline, meeting needs of both global and local audience. The discussion is based on the author’s experience of marketing and communication to global and Japan local audience at work and also on how she has been managing social media (English and Japanese blogs, two separate twitter accounts, and one Facebook account targeting global and local friends).

1. What are the KFS for delivering consistent message to global and local audience?

What to keep consistent worldwide and what to tailor to meet local needs must be clarified after careful selection and defining to effectively deliver consistent message with consistent branding to global and local audience, online and offline, meeting all their needs. This is the KFS (Key Factors for Success) to effectively deliver consistent message to global and local audience with consistent branding, meeting needs of both global and local audience.

2. What needs to be consistent for both global and local audience and what needs to be tailored to meet local needs?

The following are main examples of things that need to be consistent for both global and local audience (and for all customer segments, i.e. buying persona).

1) Core message and branding

Needless to say, core message and branding should be consistent regardless of customer/audience segment. All the contents are to support core message, developed under consistent branding principle.

In the case of many companies, core message and branding is made into a slogan or something similar, which is translated to local languages, and symbolized by CI (Corporate Identity) logos. Slogan (or something similar) may well be combined with CI logos, such as “imagination at work” of GE, “Connecting People” of Nokia and “ideas for life” of Panasonic.

Corporate (and/or product) branding guidelines are usually developed and applied worldwide to keep consistency. In such guidelines, items such as colour/format/proportion/spacing of the logo and layout and style of visual/copy are defined. These needs to be applied regardless of customer/audience segmentation, media and communication channel etc.

2) Facts and data

There are many kinds of facts and data that need to be consistent to both global and local audience.

(1) Overview of the organization / individual

In the case of a company, this would be Company Information that was mentioned in the previous article Vol 33: How to Develop Corporate Contents with Consisten Corporate Branding. Many global companies deliver consistent information of the overview of the global company by making local websites link to the global page (in English) and/or by making local branches precisely translate the global page information into their language then post the translation on their local website. The translation is used in offline media/tools such as brochure.

In the case of the individual, this would be profile (page) and bio on website and all online communities such as blogs, LinkedIn, Facebook, Twitter. If he/she is to be introduced in online and/or offline media and is edited by the media, the primary source needs to be his/her profile and bio to keep the information consistent.

(2) Financial information (IR information)

This is as mentioned in Vol.33: How to Develop Corporate Contents with Consistent Corporate Branding.

Most global companies deliver consistent information of this kind by the very same method mentioned above in delivering consistent global company overview information.

Global company information and IR information including financial announcement press releases can be said as the main global content of global companies.

(3) Other facts about the company/individual

In the case of a company, this would be basic information of career information and information of other topics mentioned in Vol.33: How to Develop Corporate Contents with Consistent Corporate Branding. Such information includes press releases and all other content.

The reason why the author says “basic information” is that the basic facts and philosophy of the information is universal worldwide and therefore needs to be consistent; however, details and concrete case information needs to be tailored locally depending on local law, society, culture and other issues. Also, what aspects to be focused to explain some topics and its approach needs to be carefully selected and defined to meet local needs.

The same concept applies in the case of an individual.

(4) Basic product/service information

The reason why the author says “basic” product information is the same as the reason for other facts about the company/individual mentioned above. Such information includes press releases and all other content.

Product and service specification remains consistent worldwide, so are bullet copies describing products and services. The exception is when the details of the products and services have been tailed according to the market segment. This is quite usual for consumer products and services at least.

Explanation of benefits and concrete case studies may well be tailored locally depending on local needs including society, culture, law and other issues. What aspects to be focused to effectively explain benefits and how needs to be carefully selected and defined to meet local needs.

An example of such exception is of global strategic flagship consumer products and services, consistent message and branding is delivered with the same visual, headline and copy. Panasonic adopted this approach in marketing first flat panel TVs. This approach also seems to be widely adopted in the case of IT software (e.g. security), especially when their global business is at early stage.

3. How is content developed tailoring to meet local audience while delivering consistent message?

Outline of this has already been touched on in (3) and (4) above.

The author would like to further discuss this in the upcoming article.

Vol.33: How to Develop Corporate Contents with Consistent Corporate Branding

The previous article Vol.32: 7 Requirements to Deliver Consistent Message Online & Offline was about requirements to deliver consistent message online and offline for synergy.

This article discusses developing online and offline contents to deliver consistent message with consistent corporate branding.

1. What kinds of corporate contents are there?

The following are some of the major corporate contents.

1) Company information

This is information about the company. This includes basic information and data of the company, company vision/strategy and statement including message from the top executive and history of the company to name a few. In short, they are the kind of web contents posted in “About Us” section of company websites and information included in company brochure.

2) Information for media - Press/news release

This was originally announcement/information delivered from the company to mass media exclusively but today it is accessible by the general public also with the emergence and proliferation of the Internet. Topics include everything, from management/corporate information such as company policy/strategy, organizational/leadership announcement and financial performance announcement to new products and services announcement.

3) Financial information (IR information)

This is company information focusing on financial information and other information relevant for investment. Topics range from message to shareholders, presentation (webcast, PPT materials etc.) and events schedule to annual reports. Press releases of financial performance announcement also fall under this category as well.

4) Career information

This is information relevant for job seekers. Topics range from basic company information and contents introducing their employees to event schedule and procedures of application. Some companies use basic company information mentioned above while some others tailor basic company information to meet needs of job seekers to make it separate content.

5) Information of other topics

Some companies have independent strategic corporate contents such as environmental preservation, sustainability/CSR, and Diversity & Inclusion. And in addition to annual report, many companies publish other reports of sustainability, CSR and environmental preservation. How they categorize differs from company to company.

2. Who are main targets of corporate contents?

In theory everyone can be target but assumed specifics (buying persona) depend on contents. For instance, it would be financial institutions and individual investors for financial (IR) information, media and journalists for press/news releases, job seekers for recruiting information, and business partners for company information and financial information.

In reality, it really depends on the objectives of the individual audience. What can be said is that people who access to corporate content are mostly current and potential business person.

3. How are branding and style?

From the assumed objective/ setting of usage and target, it is natural that branding and style of corporate content would be rather official (i.e. not too casual and personal). The degree of how much formal depends on the industry and company.

1) Visual

CI (Corporate Identity) logo and colour is usually developed and determined, and are used consistently throughout the content regardless of types of media/communication channels. CI is an intellectual property and the companies usually acquire copy right. And to assure consistent use of CI and consistent branding, most companies produce guidelines/manuals.

Key images are also usually created, determined in line with corporate branding and therefore this is usually of not too casual and personal. This is also used consistently regardless of types of media and communication channel/tools. Many companies include key image issues in their branding guidelines/manuals.

Design and layout is also usually kept conservative and simple compared to product and entertainment contents. Many companies include this issue also in their corporate branding guidelines and manuals.

2) Text

Corporate contents are usually subjective and their style of writing is usually of business writing. Headlines and texts are developed from company perspective. Body texts are usually written usually in third person. Sentence structure is usually kept simple. Clarity is also important and ambiguity needs to be kept to minimum. Some companies have guidelines or rules of text style, at least in writing press/news releases.

One of the possible exceptions of not being written in third person is content introducing employees to job seekers (new graduates). This is when, for example, it is in interview style or strategically written in first person, introducing the company and how it is working in the company from the eye of the employee.

4. What kind of media and communication channels are used?

Both online and offline media and communication channels/tools are used. Most common ones are website, online and offline news releases, and brochures (offline) and PDF files/HTM pages (online) of various reports and company information.

For online contents, use of rich content such as webcast (streaming content) is effective and in fact already used by many companies for delivering financial presentation, often together with presentation materials. This is a good way to deliver offline event information to as many online audiences as possible who cannot attend offline event. This is also a good way of online and offline integrated communication for synergy.

In addition, more and more companies make effective use of webcast (a few minutes online video) for other strategic contents as well with the popularization of YouTube. More use of effective use of rich content in addition to basic text (static) content is one of the assumed trends even in corporate contents.

5. What is the author’s conclusion?

Corporate contents are in general conservative, kept simple and business like because of the target and the nature of the content to deliver consistent message. Contents can be made attractive and effectively delivered by good designing, layout and text style. And for online contents effective use of web 2.0 technologies can make creative, rich contents. This has already been a trend, and is likely to continue in the future as well.

Underling the consistency is corporate branding. To assure consistent corporate branding, guidelines and manuals are usually developed and rolled out, covering issues such as CI logo, visuals and design/layout. This is applied to all contents and media/communication channels/tools.

Vol.30: How to Deliver Consistent Message by Online & Offline Media (Content)

The previous 2 articles focused on advertising. This article and the next focus on content.

1. What does “content” include in this article?

In this article, content (information) distinguishing from advertising, is company and products/services information, that consumers/audience would see/read/listen/feel after driven to the information available online and offline by advertising and other methods from all media/communication channel (touch points).

2. How to plan integrated communication to deliver consistent message by online & offline media

First, big picture of integrated communication needs to be planned. Framework used in Vol.9: How to Reach Buyers Directly in Web/Internet Marketing for web marketing planning can be applied, and these are the basics of marketing many of which have already been discussed in other previous articles.

1) Key Message

This has already been discussed in the previous article Bol 10: How to Successruly Develop Web Content to Directly Reach Buyers. Key message is about “3) Construct authentic company story to tell directly to buyer/customer persona”; the essence of company story is the key message.

2) Target/audience

This has already been discussed in the previous article Vol.9: How to Reach Buyers Directly in Web/Internet Marketing. Target/audience is about the first “who”, defined by buyer/customer persona for each customer segment.

3) Branding

This has already been discussed in the previous article (Vol.10). The concept is of “2) Define personality of the web content with brand management concept”, just that it is about defining personality of content of all media, which should be consistent throughout media/communication channel if it is the same content targeting same audience.

4) Timing

This has already been discussed in the previous article (Vol.9). Timing is about deciding “when” is the best timing to deliver the key message through all possible media/communication channels to target audience.

5) Media/Communication Channel

This has already been discussed in the previous article (Vol.10). Media/communication channel is about “4) Think and select the buyer/customer persona’s preferred media and learning styles”. What needs to be taken note of is that options of media include all possible online and offline media.

3. How to develop content to deliver consistent key message

Delivering consistent key message from multi-channels does not necessarily mean that content posted in a media/communication channel is rolled out exactly as it is in others. That is unrealistic considering different characteristics of media/communication channels explained in the previous article (Vol.22) as well as ineffective.

What needs to be aimed is developing different contents from multi-perspectives, leveraging the characteristics of each media/communication channels that deliver, support the core message.

The below are a few examples of possible methodologies in developing high quality, unique contents to deliver consistently key messages.

1) Story telling of different narrators

Develop content as if telling a story of the key message to the target audience, symbolized by buyer persona. There could be many options of narrators, including the top executive, other senior management, employee, customer, business partner, investor, job seeker and so forth.

2) Answers to possible/frequently asked questions

Plan content based on frequently asked questions and/or possible questions regarding the key message that may come from the target audience (buyer persona) and every possible stakeholders of the company. Content developed this way would meet the needs of target audience and all possible stakeholders (including potential target audience) while supporting the key message.

3) Problem solving

Find problems and pains of the target market and develop solution content derived from key message. Similarly to 2), content developed this way would meet the needs of potential target audience while supporting the key message.

4) Time frame

Develop content focusing on different timing, making series of contents (points) that makes a flow (line). For example, develop series of content focusing on a buyer persona going through process of buying a product, hunting for a job, making investment and so forth.


When content is developed and becomes available in one form of media, it usually needs to be made into other form of media. For example, content in printed brochure is made into web content/blog article, and/or video, or vice versa.

Rolling out the developed content to multi-media/communication channels is the topic of the next article.

Vol.21: What To Learn From News Media’s Survival In Web 2.0 World?

In the previous article Vol.20: How Are News Media to Survive In Web 2.0 World? how news media as the organization need to change to survive in web 2.0 online world was discussed. The topic of this article is further discussing how they survive, clarifying methodologies, from which marketers, PR representatives and communicators in general can learn to become successfully social in web 2.0 online world.

Following how news media becoming collaborative mentioned in the previous article, the author would like to briefly explain the two primary KFS mentioned; controlling distribution channel and improving content quality, then conclude by how new media are to create establish infrastructure and create optimum environment for the KFS.

1. How are news media to control of distribution channel and/or improve way of delivery?

As in the previous article, control of content distribution channel is vital, which often is about new platform or way of delivery of content. According to Jaffe in his article The Changing Paradigm for Entertainment (2010) 65% of executives believe that main source of future revenue for entertainment industry will be from new platform/way of delivery, and as a same content industry, this is a learning that news media need to leverage. However, unlike entertainment industry, it is not easy and/or realistic for news media to close print media business, even though as Steiger (2009) says in his article Investigative reporting in the Web era, there are some news media that has gone web (online)-only such as the Seattle Post-Intelligencer. Realistic measures for survival are as below.

1) Develop a new strategy that emphasizes leveraging multi-platform and multi-media.

Multi-platform and multi-media could include traditional media of print (newspapers, magazines, flyers etc.), TV and radio, and web. Differentiation among traditional media have been the issue before the Internet era, and now the issue is differentiation between traditional media (especially print) and web/online. This needs to be done based on the characteristics of each media and platform, and effectively mix them to generate synergy.

2) Develop multi-platform online strategy.

Online strategy no longer is exclusively of PC platform; it is of multi-platform including mobile and TV, with proliferation of mobile and advent of interactive TV. In addition, with video and audio podcast on the web, streaming content (of YouTube) is now quite popular. Also, with virtual world and gaming, social gaming and virtual content is becoming popular. Thus it is often said that (PC or mobile) web, TV and radio are converging. Integrated multi-platform web strategy leveraging such paradigm shift is critical for effectively developing and delivering content that maximizes revenue.

Use of online video is a new model of distribution and an opportunity to partner web with video. This is explained by Lewis (2009) in his article 5 Ways Traditional Media Companies are Using Online Video. The five ways mentioned by Lewis are as below.

(1) Adapting to new customers: e.g. Customer Report. Printed report is for depth of information and online video is for quick reference for customers deciding between different brands.

(2) Private-label news networks: e.g. Forbes started Forbes Video Network.

(3) A literacy video channel: e.g. Harpercollins.

(4) The video wire service: e.g. AP (Associated Press).

(5) Standardizing ad formats: e.g. French ad giant, Publicis Group.

3) Customized delivery is also a key for online strategy.

Customized delivery is also a key for online strategy, because this cannot be done with traditional media. Customization is one of the characteristics of the Internet, as mentioned in the previous article Vol.8: How to Start Web 2.0 / Internet Marketing. This can be a key for differentiating from traditional media.

2. How are news media to improve content quality?

News media needs to go niche. This means effectively segmenting for positioning themselves by to differentiate from competitors. The Huffington Post, as Lewis (2009) states in article e Social Journalism: Past, Present, and Future, is an example of successful; it is now a leader in today’s social journalism.

Whatever the positioning may be, needs for reporting remains regardless of the popularity of web 2.0, and some reporting can only be done by professionals, by news media, so it is all about content quality based on effective positioning. Moreover, there are some methodologies that can only be adopted by news media/ journalists, leveraging their professional expertise and/or network and organizational skills.

1) Breaking news and living story news content is of high value, especially with curation and contextualization.

It is no doubt that breaking news and living story news content is of high value, and although citizens can be journalists, many such news contents that can only be reported by professional journalists. Many of such news (e.g. news on politics/government, global/society/industry trend) require systematic and organizational information channel, high expertise of reporting and/or extensive and intensive planning/concept making and execution (meaning much resources as well as expertise required).

What is more, the news content value further enhances if content are curated and contexualized, which few citizen journalists are capable of.

2) Real time streaming/reporting is content of high value.

Real time streaming/reporting is also high value content, and although there are some exceptional cases in which citizen journalists sometimes happen to report real time by Twitter and streaming, it is usually difficult for them to report first hand information of such news. Some examples of such news include news of abroad, terrorism, and accident, to name a few.

Furthermore, in many cases, professional journalists specialized in a particular field alone can curate and contextualize spontaneously when reporting a news real time.

3) A better news search experience by directing consumers to the news organization that breaks the news adds value to news content.

This effort is actually ongoing as one way that news media is raising the value of news content overall. According to Curley (2009) in his article Crossing the burning bridge, this effort is called AP3P or Protect, Point and Pay, by AP’s aggregated body of unique news content called NewsGuide curated by news editors.

4) Geo-location is another solution.

Although there are no boundaries in the Internet world, geo-location is one of the current trend and location-based social networks are being established. Location is one factor of market segmentation and this is one way of segmentation and positioning for news media to go niche.

5) Content development leveraging social media ecosystem is also effective.

There are numerous ways of news content development leveraging social media ecosystem that adds value to the content. Some examples include blogozines, distributed social news, social news gaming, and UGC (user-generated content).

6) Building community is vital in social journalism.

This can be said as a type of UGC. There can be variety of community such as branded community and story-based community to name a few.

3. What news media needs to do to create an environment and establish infrastructure for social journalism?

There are mainly the following.

1) Encourage social journalists.

In fact, some media have actually explicitly announced policy of either their journalists become social or leave, as in recent article New BBC Director Mandates Journalists Use Social Media by Grove (2010).

2) Composite guidelines and policies for using social media tools.

Similarly to companies making guidelines, news media are starting to make guideline and policies for using social media tools, as explained by Betancourt (2009) in her article How Social Media is Radically Changing the Newsroom.

3) Leverage web 3.0 or the semantic web.

News media may well get ahead by leverage web 3.0 or the semantic web. This means contents that used to be created manually are change to contents automatically performs heavy lifting, as mentioned by Callari (2009) in his article “Social Media Predictions for 2010”.

4) Find and acquire relevant resources.

This includes finding a strong technology partner and pitching the editor-in-chief. Acquisition of appropriate technology (by partnership is effective) and key person for effective delivery of high quality content are also vital.


Companies and individuals can learn much from how news media is doing to survive, and the above methodologies for the 3 KFS can be applied to their marketing and PR in the web 2.0/Internet online world. The author would like to discuss them in the upcoming articles.


References:-

Betancourt, Leah (2009) How Social Media is Radically Changing the Newsroom
http://mashable.com/2009/06/08/social-media-newsroom/

Callari, Ron (2009) Social Media Predictions For 2010
http://inventorspot.com/articles/social_media_predictions_2010_35277

Crocker, Nick (2009) 4 Things Old Media Can Learn From the Music Industry’s Last Decade
http://mashable.com/2009/10/08/news-industry-music/

Curley, Tom (2009) Crossing the Burning Bridge
http://whatmatters.mckinseydigital.com/internet/crossing-the-burning-bridge

Defren, Todd (2009) Mainstream Media Relations: More Important Than Ever
http://www.pr-squared.com/index.php/2009/09/mainstream-media-relations-more-important-than-ever

Fisher, Lauren (2009) 10 Industries That The Internet And Social Media Will Revolutionize
http://www.simplyzesty.com/social-media/10-industries-internet-social-media-revolutionize/

Grove, Jennifer Van (2010) New BBC Director Mandates Journalists Use Social Media
http://mashable.com/2010/02/10/bbc-social-media/

Jafe, Mark (2010) The Changing Paradigm for Entertainment
http://mobilemandala.com/2010/02/07/the-changing-paradigm-for-entertainment/

Joel, Mitch (2009), Six Pixels of Separation – Everyone Is Connected. Connect Your Business to Everyone. Business Plus

Lavrusik, Vadim (2009) 12 Things Newspapers Should Do to Survive
http://mashable.com/2009/08/14/newspaper-survival/

Lavruski, Vadim (2009) 7 Ways News Media are Becoming More Collaborative
http://mashable.com/2009/12/29/7-ways-news-media-are-becoming-more-collaborative/

Lewis, Woody (2009) Social Journalism: Past, Present, and Future
http://mashable.com/2009/04/07/social-journalism/

Lewis, Woody (2009) 5 Ways Traditional Media Companies are Using Online Video
http://mashable.com/2009/07/31/traditional-media-online-video/

Mohsin, Umair (2010) The Future of Paid Content http://animoney.thoseinmedia.com/2010/01/07/the-future-of-paid-content/

Steiger, Paul (2009) Investigative Reporting in the Web Era
http://whatmatters.mckinseydigital.com/internet/investigative-reporting-in-the-web-era

Vol.20: How Are News Media to Survive In Web 2.0 World?

In the previous article "Vol.19: What is Ideal Web 2.0 Wocial Journalism / Jourlist?", ideal journalism and journalist was discussed. The topic of this article is how news media as the organization (and employer of journalists) need to change to survive in web 2.0 online world.

1. What does news media need to know to succeed in Web 2.0 online world?

News media need to be aware of the drastically changing environment and the paradigm shift in the business model of journalism, attributing to the game change of news and all content business by Internet/web 2.0. This is supported by Fisher’s article of 10 Industries That The Internet And Social Media Will Revolutionize (2009), with print media as #1, television as #3, music as #6 advertising as #8 and public relations as #9.

2. What is happening in the news media and all content media industries?

There have been scrap and build (such as of AOL and NCB selling announcements), and staff cuts in news media and other content industries. Focusing on news organizations, some examples are mentioned by Steiger (2009) in his article Investigative reporting in the Web era, including closing of business, operating in bankruptcy proceedings, and drastic cut in team and staff/journalists. According to Steigner, newspapers have bought out or laid off nearly 26,000 journalists, which is the equivalent of more than 20 New York Timeses.

3. Are news and other content business market really shrinking?

No, it is not; it is actually on the increase in total. It may seem to be shrinking if looked focusing on traditional media business and/or as an extension of traditional business; however, total news and all other content business is not shrinking but potential demand is increasing. Take music industry for example. It is true that CD business is decreasing with the advent of online music business but with easier access to more online music content, more people are actually consuming more music content and thus total music business has expanded.

Many of the myth of news and content business are not quite right. Curley (2009) says in his article Crossing the burning bridge, under the new game in the Internet era, “it often appears as if the more our content is distributed, the more revenues decline”, but his stance is also that it all depends on how professional news media adapts to the changing business environment. The myth attributes to inappropriate, obsolete business model of many current news media and other content business organizations, not knowing the KFS under the new game rule.

4. What are the KFS to succeed in new game?

KFS to create demand and market to succeed in news and other content business are quality and distribution channel of content.

1) High quality content is a must.

It is true that news business seems to be on the decline in general, demand for high quality news content does exist and even seems to be increasing.

As mentioned in the previous article Vol.10 – How to Successfully Develop Web Content to Directly Reach Buyers, content is the king, and in addition, context the queen, as Joel (2009) advocates, and online consumers do pay for high quality content. This means that content business can be successful even thought many free content are available online. The issue is quality of the content.

According to Mohsin’s article The Future Of Paid Content (2009), global online consumers still place more value on content produced by “professionals” and pay for (perceived) quality content. Steigner (2009) is also of the same stance. This is the very reason why Comcast, the “content distributor” company decided to acquire NBC, the “content” company.

2) Controlling distribution channel to deliver content is also vital.

Controlling distribution channel to deliver high quality content is also a crucial competitive advantage under the new game with the emergence of Internet and web 2.0. Lewis (2009) says in his article Social Journalism: Past, Present, and Future, the future of social journalism will be driven by disintermediation, the replacement or removal of middlemen in the supply chain, and the author feels this has already started. This is also mentioned by a Japanese authority in this field in his online article series about IT and media/content business that he posts regularly on a prestigious media website.

Disintermediation is KFS for many traditional offline company businesses (manufacturers, retailers etc.), Dell model being an excellent example, and is indeed crucial KFS for online business. Some examples to name a few include Amazon, eBay, Yahoo! and iPod of Apple to name a few, all of which resulted to development and establishment of new business models. Such companies stimulated potential customer demand, created new market, and became the market leader, leveraging first mover advantage.

3) Collaboration is the key to achieve and leverage both quality and distribution channel of content.

With the objective of effectively and efficiently produce high quality content meeting customer needs and delivering them directly to online customers, collaboration has become a trend among news media organizations. This is quite natural when many companies in other industries (including offline traditional industries) are making alliances and collaboration to improve their competitive advantage.

Lavruski (2009) introduces with concreteness how news media are doing this in his article 7 Ways News Media are Becoming More Collaborative, mentioning the 7 points below. These are in line with what the author described as ideal social journalists in the previous article Vol.19 – What is Ideal Web 2.0 Social Journalism / Journalist?

- Curating and filtering the stream.
- Working with the audience.
- Leverage collaborative tools (e.g. Google Wave)
- Social media partnership.
- Large news partnering with blogs
- Local news organization teaming up
- University partnership

5. What do news (and other content business) organizations need to know and do immediately?

News media and all other content business organizations are required to change their mindset and overcome the mission in the next few years to survive. Curley (2009) describes this by saying “get all the way across the burning bridge, from analog to digital journalism, and make the difficult choices that this crossing presents”.

Leveraging learning from, for example, Crocker’s article 4 Things Old Media Can Learn From the Music Industry’s Last Decade, news media and other old media need to know that myth is exaggeration and change their mindset. They need to fully understand the essence of the paradigm shift in their business environment triggered by web 2.0/social media ecosystem and determine correct KFS. Social media ecosystem introduced in the previous article Vol.5 – What Social Media Ecosystem Does Web 2.0 Realize? could be of reference. Then they would be able to develop and establish new business model meeting the new era to win the new game.

It is with successfully adapting to paradigm shift and developing/establishing new business model that the value and importance of professional mainstream news media would increase more than ever, as Defren (2009) insists in his article Mainstream Media Relations: More Important Than Ever.


In the next article, the author would like to further discuss some of the actions news media (organizations), one of the primary content business players, are expected to take survive in web 2.0 world. The author believes that marketers, communicators, PR representatives and online business owners can learn from such actions how to succeed in their web/Internet marketing and online business.


References:-

Betancourt, Leah (2009) How Social Media is Radically Changing the Newsroom
http://mashable.com/2009/06/08/social-media-newsroom/

Crocker, Nick (2009) 4 Things Old Media Can Learn From the Music Industry’s Last Decade
http://mashable.com/2009/10/08/news-industry-music/

Curley, Tom (2009) Crossing the Burning Bridge
http://whatmatters.mckinseydigital.com/internet/crossing-the-burning-bridge

Defren, Todd (2009) Mainstream Media Relations: More Important Than Ever
http://www.pr-squared.com/index.php/2009/09/mainstream-media-relations-more-important-than-ever

Fisher, Lauren (2009) 10 Industries That The Internet And Social Media Will Revolutionize
http://www.simplyzesty.com/social-media/10-industries-internet-social-media-revolutionize/

Joel, Mitch (2009), Six Pixels of Separation – Everyone Is Connected. Connect Your Business to Everyone. Business Plus

Lavrusik, Vadim (2009) 12 Things Newspapers Should Do to Survive
http://mashable.com/2009/08/14/newspaper-survival/

Lavruski, Vadim (2009) 7 Ways News Media are Becoming More Collaborative
http://mashable.com/2009/12/29/7-ways-news-media-are-becoming-more-collaborative/

Lewis, Woody (2009) Social Journalism: Past, Present, and Future
http://mashable.com/2009/04/07/social-journalism/

Mohsin, Umair (2010) The Future of Paid Content
http://animoney.thoseinmedia.com/2010/01/07/the-future-of-paid-content/

Steiger, Paul (2009) Investigative Reporting in the Web Era
http://whatmatters.mckinseydigital.com/internet/investigative-reporting-in-the-web-era

Vol.11 – How to Successfully Drive Web Users to Web Contents?

In the previous article "Vol.10: How to Successfully Develop Web Content to Directly Reach Buyers", methodology of effectively developing web contents based on the buyer/customer persona was discussed. The focus of this article is generating web traffic to drive web users to web contents developed.

1. What is the meaning and importance of successfully generating web traffic to drive targeted web users to web contents/pages?

Simply developing an excellent content meeting buyer/customer needs is not sufficient to succeed in Web 2.0/Internet marketing. Web is a pull media as stated in one of the previous article "Vol.8: How to Start Web 2.0 / Internet Marketing?" This means that companies (web content owners) need to drive web users (target buyers/customers) to their web contents/pages. As is always mentioned, there are millions of web pages on the Internet and many more are uploaded everyday. In such a situation, it is quite unlikely that the “right” people discover the “right” web content/page and therefore web/Internet marketers need to be extremely strategic in generating web traffic and driving their target buyers/customers to their web content/page.

As mentioned in previous articles, it is often said that “Content is King” but Weinberg (2009, p15) says that “Cotent is king (not by itself, at least)”, based on a slogan “content is king, but marketing is queen (and the queen rules the household” by Gary Vaynerchuk, host of the popular online TV show Sine Library. The author believes that content is king but fully understands what Weinberg says and agrees. It is the quality and value of the content that really counts and with good content, everyone can be a publisher in Web 2.0 online world, but marketing/promoting of web content is also crucial.

2. How companies can successfully drive target buyers/customer to their web contents/pages?

There are a number of methods to generate web traffic, and web/Internet marketers are required to select optimum ones and effectively mix them to attract as many target buyers/customer as possible to their web contents/pages. When companies first started web building and management, many of them (and web experts) seemed to believe that it is effective to drive target buyers/customer to their website from other traditional offline media, such as encouraging people to input URL written in the printed advertising and other collaterals. However, it turned out that it is much more effective to drive online buyers/customer to their web contents/pages. Also, Internet population is continuously increasing. Thus examples of methodologies mentioned below are primarily of driving online buyers/customer to web pages.

1) Online Adverting

Online advertising is one of the primary methods to generating web traffic, in general the cost is high compared to many other methodologies, in general, it is effective and the result can be achieved immediately as long as advertising is planned and executed appropriately. In fact, recent survey results conclude that online advertising spending is increasing and it is expected to surpass advertising in other media (such as TV and printed ads such as newspaper and magazines) in a few years in major Internet advanced countries. The challenge is increasing conversion rate (and ultimately ROI), and CTR (click through rate) is one of the well-used metric for measurement.

Link banner used to be one of a major online advertising but today there are many others, linking with social media ecosystems mentioned in the previous article of "Vol.5: What Social Media Ecosystem Does Web 2.0 Relize?". Such examples include search engine advertising first started by Google and now developed and provided also by Yahoo! and Microsoft, advertising embedded in Social Network and microblogging sites such as Facebook and Twitter, and advertising embedded in/linking with gaming and virtual world. With further evolution of social media leveraging Web 2.0 technologies, it is expected that more sophisticated and advanced online advertising is developed and online advertising market further grows.

2) SEM = Search Engine Marketing (including SEO = Search Engine Optimization and Search Engine Advertising)

SEM is extremely effective in generating web traffic and its importance cannot be over emphasized. Scott (2009, p248) defines SEM by saying it means using search engines to reach buyers/customers directly. SEO plays an important role in SEM including search engine advertising mentioned in 1). Scott (2009, p248) defines SEO that it is the art and science of ensuring that the words and phrases on the web pages are found by search engines and that, once found, the web content/page is given the highest ranking possible in the natural search results (i.e., what the search engine algorithm deems important for the phrase entered). A book can be written about SEO and there are many experts in this issue, and therefore the author gives a general outline of SEM in this article.

Getting the web content ranked high up in the search results immediately leads to increase in web traffic, and the #5 point “Use appropriate title, tags, and key words and phrases” mentioned in the previous article "Vol.10: How to Successfully Develop Web Content to Directly Reach Buyers" is also one of the SEO measures. Other SEO measures include promoting links to the web page, keeping the web content fresh by frequent posting of web contents (which is why from SEO perspective, blog is often said to be better than statistic websites). Although many links to the web pages is good for SEO, cloaking and other inappropriate tactics to increase links such as “secret agreement” of exchanging links should be refrained as emphasized by Safko, Lon and Brake (2009) because search engine robots are clever to detect such inappropriateness to include such web pages in their blacklist.

Search engines have been going through evolutions as Solis (2009) explains in his blog article The Rapid Evolution of Search, and SEM is expected to evolve and its market further grows

3) Affiliate Programme

Affiliate programme is also very effective in generating web traffic and money. This is also another topic that needs much strategic approach from business model perspective and author would like to leave experts in this topic for detailed discussion.

4) RSS (Really Simple Syndication) Feed

RSS feed is another way to generate web traffic, especially driving repeaters to the web content. Web users who find the web content interesting and wants to get updated information register for RSS feeds. Thus this is usually used with other methodology and this is effective for repeaters, and this is expected to contribute to royalty and engagement.

5) E-mail (e-newsletter etc.)

With social media becoming popular, it is often said that e-mail marketing is no more effective but nevertheless it is still a good way to generating web traffic. Similarly to RSS, people driven to the web page by e-mail are those who happened to access web content and have registered for subscription, i.e. they have done opt-in to be repeaters. The challenge is how many subscribers actually open the e-mail and click the URLs in the e-mail as well as acquiring as many subscribers as possible.

6) Online Broadcast (microblogging such as Twitter, social networking sites such as Facebook and LinkedIn)

Online broadcast is effective in generating web traffic, and emergence of this methodology is the reason that social media marketing is said to be overtaking e-mail marketing. It is often said that (Twitter in particular,) it has potential to be an effective tool for achieving business goal, with increasing popularity and the fact that it can broadcast both to vast audience and targeted individuals.

7) Social Bookmarking Sites (e.g. delicious.com, StumbleUpon)

Although it still might be minor methodology, social bookmarking can also be effective in generating web traffic, as mentioned by Weinberg (2009). Stand-alone bookmarking by individuals now evolved to social sharing with social bookmarking sites, and in the future it is expected to be integrated into search results.

8) Social News Websites (e.g. Digg)

Social new websites are also effective in generating web traffic. Social news websites are, as Weinberg (2009, p230-231) states, communities that let web users submit web content in the form of articles, videos or pictures. If web contents are promoted in the front page 7typically dependant upon numerous factors), it is considered “popular” in social news jargon, leading to effective web traffic generation.

9) Links (including trackbacks and commenting on other blog articles)

Links from pages of related topic is a traditional and basic methodology of generating web traffic, and this cannot be ignored even this might be time consuming and when other new methodologies mentioned above proliferate. Links usually mean simple link buttons but there are other kinds especially in driving web users from other blog articles, such as trackbacks, and commenting on the blog article and including URL of the web page.


After all, “content” and “marketing/promoting of web content to drive web users to the page” are the two inevitable pillars for successful web/Internet marketing. Having developed driven target buyers/customer to excellent web content, the next challenge is increasing make buyers/customers take action as the web content owner expects, and this is be discussed in the next article.

Vol.10: How to Successfully Develop Web Contents to Directly Reach Buyers?

In the previous article “Vol.9: How to Effectively Reach Buyers/Customers Directly in Web 2.0 / Internet Marketing?”, effectively targeting to directly reach buyers/customers was discussed. In doing so, 5W2H.framework was used, and the latter “H” of “How” was about web content development, which is the focus of this article.

1. What it is to successfully developing web content?

In short, it is to develop web content, respectively for buyer/customer persona already defined, solving problems of each persona and growing your business, in the persona’s words. To successfully develop such web contents, the website and all web pages needs to have a personality of the persona, i.e. consistent branding of the persona. Web contents should be developed based on the core message of what the company wants the buyer/customer persona to believe and take action from that belief.

2. How companies can develop web contents meeting needs of each buyer/customer persona?

In conclusion, it is to think and plan like a publisher with brand management concept, and develop web contents with key message of what the company wants the buyers/customers to believe which also solves their problem and/or fulfill their desire, with personality of the buyer/customer persona.

It is extremely important to align the message with the audience/web users (buyer/customer persona) is trying to reach and then deliver on that promise, as Gillin (2009, p204) emphasize. This is because then the message is not delivered on that promise, the audience would feel betrayed, and in web/Internet marketing, web users can immediately go away by a single click and would likely never come back again. They could even write about it variety of social media vehicles, which can easily go viral and damage the reputation and brand of the company.

Main points for successful web content development are as below.

1) Think and plan like a publisher.

As mentioned in previous articles, everyone is a publisher in web 2.0/Internet marketing and everyone need to think and plan like a publisher to create a meaningful content. This requires market-in mindset instead of product-in mindset. This means not selling to but embracing the persona with content that is not focused on company/product but solution to solve problems of buyers or answers to their questions, and requires needs analysis of the buyer/customer persona. Defining the essence of the desire and value of the persona is crucial. Having clarified the needs, think how the needs can be translated to what the company want buyer/customer persona to believe. Should the translated points be too many, simplification is needed but availability of multiple points is not a big problem.

2) Define personality of the web content with brand management concept.

Similarly to brand management (branding) of product and company, branding needs to be done for web content from by branding of the persona approach. From buyer/customer persona defined, design, layout, tone, taste, style etc. of the total web content, each page and all constituents (picture, audio/video, icon, chart, colouring, headline, text style and so forth) are defined, which should be consistent throughout the web content.

3) Construct authentic company story to tell directly to buyer/customer persona, targeting one at a time.

Similarly to presentations and sales talks, story telling is extremely effective in developing appealing web contents. With effective story telling, audience could easily understand and remember the message and content. They are more likely be able to vividly visualize, hear, feel the scenes/shots of the story even if the web content is of text. Of course, the effective use of audio, video, picture and chart would further assist this effect.

Story (scenario) is to be developed from the translated points already mentioned in the last part of “think and plan like a publisher”. From a translated points i.e. ingredients, different stories can be developed that gives completely different impression to audience meaning different reactions and outcomes; therefore, this process requires strategic thinking and sophisticate. It should be noted that authenticity and integrity need to be maintained. Audience would “sense” if it is not authentic, and if they should sense it, they would feel betrayed, finally leading to the company (web content owner) losing their trust.

4) Think and select the buyer/customer persona’s preferred media and learning styles.

This is the detailed action plan of “Where” of the previous article of “How to Effectively Reach Buyers/Customers Directly in Web 2.0 / Internet Marketing?”. As Scott (2009, p155) states, all people have different learning styles and media preferences and the companies should develop appropriate web content designed for each buyer/customer persona. Scott goes on to say that marketers should have messages (and stories) in as many formats as practical, and that even though the messages are the same, they will appeal to different group of people (buyer/customer persona). For examples, a persona may prefer an e-book but another persona may prefer a tele-seminar and therefore the company can take the same content and turn it into tele-seminar.

5) Use appropriate title, tags, and key words and phrases.

Title, tags and key words and phrases determine how web users are driven to the web content/page and whether they read the content. It goes without saying that not jargon, acronyms and industry-speak words and phrases should be refrained. Words and phrases need to be familiar with buyer/customer persona.

In addition, it should be noted that catchy title for printed matters such as newspapers and magazines may not be effective in Web/Internet marketing. What this means is that web/Internet marketing, worlds used in the title needs to be selected strategically from SEO (Search Engine Optimization) perspective, and this often means title that is quite different from great headlines of printed media, as Gillin states with concrete examples (2009, p205). In web/Internet marketing, simple, declarative title that matches the search terms is necessary.

6) Make buyer/customer persona engaged and stay connected.

Web/Internet marketing is all about engagement and being connected with buyers/customers with interactive conversation. Some tactics for this include including interactive content tools, making feedback loops available, providing ways for customers to interact one another, and creating content with pass-along value that could go viral, as mentioned by Scott (2009).

7) Think and implement methods to make persona easy to understand.

Methodology to help persona better understand varies according to persona. For example, as stated by Scott (2009), journalists may well request information both to better understand the big picture and background as well as detailed information (detailed product specs and other valuable data), and customers may find information on how other customers use products helpful.


There may well be more points for effective web content development, and after all, web content development is “more an art than a science” as Scott (2007, p108) says.

Content is the king and web content development meeting needs of buyer/customer persona is vital for successful web/Internet marketing. Next article is to be about driving web users to the contents/pages, which is another vital point for successful web/Internet marketing.


References:-

Gillin, Paul (2009), Secrets of Social Media Marketing, Quill Driver Books
Scott, David Meerman (2007), The New Rules of Marketing & PR. John Wiley & Sons, Inc.