The brands with the most successful online presences use their websites to showcase new and interesting content, and they also program featured content on a regular basis. Content programming is an effective way to engage your fans and build fan loyalty and make your website part of your audience’s daily or weekly browsing habits.
Your Own Cable Channel
Think of your website as your own cable channel: you can add photos, HD videos, tell people more about your interests, and sell your music or books. In the same way a cable television channel airs the same shows at the same time each week, content programming involves posting the same type of content on the same day each week.
Building Relationships
Content programming is an important part of building relationships and fan loyalty. In our experience, websites that program their content are much more likely to become a part of the weekly or daily browsing habits of their audiences. If a band’s website consistently posts video updates on Tuesdays, visitors will know what to expect and will come to look forward to each Tuesday’s update. They’ll come back each week to view the video, if not more often.
A website’s content program doesn’t have to be complicated; above all it should simply be consistent. We work with our clients to create content programming plans that incorporate their interests, help them achieve their digital media goals, and spur discussions with their audiences.
How 50 Cent Does It
50 Cent’s social network, ThisIs50.com, has integrated content programming into their digital strategy with a feature they call White Girl Wednesday (we’re not even joking). Each Wednesday, a different model is featured.
ThisIs50.com has become a part of the weekly browsing habits of many fans who are eager to see who will be featured each Wednesday, and the blog post spotlighting each week’s white girl prompts tons of responses from members. It’s a great example of content programming that fits 50 Cent’s online goals and speaks to his audience.
Photo Credit: Old TV by tomislavmedak on Flickr
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