Quick Tip: Influencing Content Consumption
Anne Drummond
Champion of Creative and a Builder of Brands, as Chief Strategist @ Advance Local: MLive Media Group | Advance Ohio | Marketing Communications
Like a magician that invites you to “pick a card,” you should know what product selections your viewers will choose most frequently, and their path to get to it on your site. Knowing that will help you place Easter Eggs in their path--drawing their attention to new things.
Pieces of content that introduce a new program or product, or offer a “featured” feel will draw more attention than a blog posted 10 months ago. The more prominent the placement, the more relevant it should be to the user.
Think about both frequency and recency. How often does your client transact on your site? If monthly, perhaps you change content features once each month. More or less frequently? Match the frequency and recency of your average (not the most valuable) client, and you’ll capture their attention with the content you provide.