Publishing on the Internet is different from publishing a book, magazine or newspaper. And it’s different from presenting content/products on TV, at a live event or in a brick-and-mortar store. The Web is a unique medium that, unlike a printed page, TV show or live situation, puts no constraint on content length in order to be cost-effective. Rather, websites have infinite space available for the user to access additional information or to drill down to increasingly more detailed information.
Content webification is determined by a website’s functionality in two areas:
- Promotion: How easy is it to find the material?
- Implementation: How easy is it to use the material?
Excellent promotion occurs when information can be discovered and accessed easily through links on the navigation bar, when the material is well publicized on the site and when the presentation on the page is clear and appealing. Excellent implementation occurs when site material is well organized and tools are intuitive and purposeful.
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In the second chapter of Internet Marketing Strategy for Publishers and Authors authors Don Nicholas and Jane E. Zarem point out a few website design tips to keep in mind:
- Fully webified content is interactive and takes advantage of multimedia technology. Hyperlinked static pages and the ability to download Adobe Acrobat files are not enough to portray the company as being particularly Web-savvy.
- Add interactive calculators, checklists and search tools, for example, plus interactive features such as surveys, calls-to-action, forums with editors and experts, discussion groups and other feedback opportunities.
- To grab user attention—and to reinforce confidence in the company’s competitive position—offer innovative audio and video presentations such as product demonstrations, customer or client testimonials, audio or video previews, excerpts from live presentations and teleconference material.