Whether you produce content in-house or you outsource, ensure that it reflects your individual or organizational goals and that it's targeted to your audience.
ON THE WEB, content is king. This notion was recently reinforced by a study from the Poynter Institute and Stanford University showing that, unlike with newspapers and magazines, people who read Web sites typically focus on the text first, looking at photos and other graphics afterward.
The appearance of your campaign's Web site is still important, helping to establish professionalism and credibility. But the information and other substantive material you provide - the "content" - matter most.
"Content is …
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