Do You Know the Difference Between Content and Commercials?

Commercials are not the only way to reach people on the web. Many people speak of diversifying your marketing materials across the web, newsletters, newspapers, and television ads, but it is often not realized that diversifying the nature of advertising is important as well. Providing "content" instead of simply "commercials" is the best way to escape the predictable marketing that many companies offer.

The internet is as much about substance as it is about exposure. You need good search engine optimization (SEO) to get your company exposure, but you also need to offer potential customers substance. In fact, having good substance on your website is perhaps the most effective SEO element.

What do we mean by substance? We mean content. Content is different from a commercial in the sense that content is useful to the viewer. A commercial is designed to convince, while content is designed to be a resource. Good content should inform and help the viewer, while simultaneously opening a dialogue. The content must give the viewer something they need, whether it is advice, news, technical details, or opinion.

Providing useful content to the viewer provides new opportunities for you as a business. When creating effective web content, consider these aspects:

• Resource: Your content needs to be a resource. Use your professional knowledge to help your potential clients. If you are a torts attorney, you can shoot videos that show you explaining what clients should do following an injury. If you are a medical professional, you can explain a common illness that you are known to treat. This very article, the one you are reading right now, is an example of "content" as a resource. It is designed to help you.

• Feedback: Your content is more than a commercial; it delves into real topics that your potential clients may have questions about. Using social media outlets like YouTube and Facebook allow you to obtain feedback from viewers about your content via the comments section. You can respond to feedback to begin a relationship.

• Relationship: When you provide resources online, you are taking the steps to form a relationship between your company and your viewers/potential customers. This is tangible when viewers leave your content feedback, and you respond to this feedback for everyone to see. There does not have to be a feedback dialogue for a "relationship" to exist though. By offering to help people instead of just creating commercials to promote your products or services, you are becoming a resource they use and trust. This is the basis for a strong relationship.

Good content will fulfill the function of a commercial by making you look good. Providing useful video content on your website will show your viewers that you are:

• Competent: By producing content for your audience, you are establishing yourself as competent and knowledgeable in your field.

• Generous: You don't have to provide content for free, but you do so anyway. This shows viewers and potential customers that you are passionate about the field you are working in. If you are willing to offer advice to strangers, imagine how great you must be to your existing clients!

• Dedicated: Frequent updates and high quality content shows the viewers that you are dedicated to your field and profession. They will draw the connection between the dedication to your field and your dedication to them as a client.

People go to websites because they need information. If you can provide informative content instead of solely focusing on commercials, then you will find your web presence growing rapidly.

At the Fairfax Video Studio, we pride ourselves on offering the internet's latest and most popular form of content - video. Video is the perfect medium for content on the web; it's fast, entertaining, and creative. Give us a call at 1-877-477-STUDIO for ideas on how to create your best content.