Important, memorable and valuable Web site content should be at the heart of your small business Web site.

But, with tons of information online, it can be a nightmare identifying and producing worthwhile Web site content. Before we get into Web site content specifics, let’s take a quick look at how the Internet is turning traditional media on its head, and what this means for your small business Web site.
Newspapers, TV And Radio Are Dying
Traditional media is dying a slow, painful death in cities across the country. Network and cable television are pumping out more and more reality shows, struggling to find a pulse, while newspapers are being crushed to death by the massive amount of free Web site content online. Who wants to buy a newspaper, when you can check your favorite Blog or RSS feed for the day’s top stories — and for free? And, who wants to watch their favorite TV show when the network dictates, instead of choosing when to watch it online, for free?

Media Fragmentation

The death of traditional media is bringing about a complete sea change in how people find information about the products and services they buy. Small businesses need to dig deeper and further than simply advertising on local TV, in the local newspaper and in Yellow Pages. If you don’t believe what’s coming — stop and watch a teenager for a few minutes.

Teenagers don’t pay attention to the nightly newscast; they read up on the world through their favorite Blogs, on Twitter and YouTube videos on their cell phones. It’s mind boggling to see a teenager simultaneously watching TV, catching up on their favorite Web site, texting a friend, while talking on their cell phone. The above scenario is a prime example of how fragmented media is!

Media Fragmentation’s Impact On Web Site Content

With an abundance of Web site content online and an increasingly fragmented media landscape; it’s more important than ever to produce specific, highly-targeted Web site content to use as a marketing tool for your small business Web site. One size fits all just won’t cut it anymore. Break down your customers into tight niche markets based upon industry, demographics and wants and needs. Then produce specific Web site content that speaks directly to their needs. Use customized Web site content as a powerful marketing tool for converting more sales.

You’re probably wondering, what kind of Web site content you should include on your small business Web site? Services businesses are a bit different than companies selling products, but the following are a few suggestions for honing your Web site content into a sharp marketing tool for your small business Web site.

Web Site Content As A Marketing Tool

Talk openly and clearly to customers and potential customers. They’ll want to know and understand terminology specific to your business. Customers will also appreciate Web site content that helps them make an informed purchase. Such as: cost calculators, detailed product reviews, features and benefits, white papers, research reports, video demonstrations, Podcasts and customer testimonials. Customers will also need reassurances about buying from you. Inform potential customers about your billing procedures and terms, shipping practices, return policies and details on guarantees or warranties.

What Media Fragmentation Means For Your Small Business Web Site

With continuing and rapid media fragmentation, the key to a successful small business Web site is in producing valuable, targeted and relevant Web site content. Customize your Web site content for targeted niche markets and focus on their unique needs. Use your Web site content as a marketing tool to educate customers on how your solutions will benefit them.