What Content Sticks?
Content That Delivers Sticks with Readers
Web users are impatient readers. They want to know what a site has to offer in a couple of seconds. And they want their needs met fast. Sites that focus on readers' needs first will build loyalty.
Content developers consider these questions:
What are the characteristics of the audience?
What are their pain points?
How can you resolve their pain?
What persistent value can your site and organization provide?
How can you quickly present an overview of your offerings, then point to in-depth material?
How can you encourage visitors to return regularly?
What Is Sticky?
Sticky content attracts visitors and rewards them for coming, for staying, and for returning regularly to the Web site.
Breaking news, feature articles, profiles, success stories; hot links; timely opportunities like job listings; unique perspectives.
Pew Internet and American Life Project
The Daily Kos
- Self-definition or message delivery
- Meeting audience needs
- Value-added information
- Information in context=knowledge
Name 3 items of sticky text that would build traffic for your site:
Sticky Pictures and Multimedia
News and celebrity photos; technical/explanatory diagrams, maps, or 3-Ds; Web cams; audio or video clips.
- Images underscore the message.
- New images reinforce immediacy.
- Sound—music, voice, sounds— enhance user experience, express personality, create atmosphere.
- Video and web cams can illustrate action, personality, 3-D information, and film/drama.
Name 3 items of sticky media for your site:
Bulletin boards; chat rooms; votes/polls; responses to email queries; business processes.
- Organization-appropriate engagement
- Interactive business functions
- Community building
- Quick response to users
Name 3 sticky interactive features useful to your users.
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