It’s easy to get stuck when it comes to developing consistent, fresh and quality web content for your site (in fact, many of our clients turn to our web content services for this precise reason). If you have a plan to update your web content everyday or even weekly, that pile of topics you brainstormed is likely going to run out quicker than you imagined, sometimes even if you’ve hired a writer to help you out.

Topic fatigue is just one of many reasons why it’s important for a business to have more than one note to play for the audience and to perhaps look to a content creation company for help. But how do you decide what other areas to branch into and write about without risking website schizophrenia?

That brings us to today’s IdeaLaunch web content tip: Know thy audience.

A website that demonstrates this beautifully is Threadless. If you’re not familiar, Threadless is a company that invites people to submit their own T-shirt designs for production. These designs are voted on by members of the website and if given the community thumbs-up, the shirts get printed and promoted while the designers get a piece of the profits (not to mention the bragging rights that come with it).

If you take a look at Threadless, you’ll see a bevy of interactive web content that includes blog posts, regular contests and videos they’ve dubbed “Threadless Tee-V.” But what’s particularly interesting, is that it isn’t just T-shirt talk. Threadless is about lifestyle. Threadless fans like creativity, originality, expression and being trendsetters and leaders. The same can be said about indie music enthusiasts. In fact, Threadless has clued into the fact that these audiences are one in the same. So how have they connected this to their business and web content?

Take, for example, one of their latest activities – The “Help Name a Rural Alberta Advantage Song” contest. The Rural Alberta Advantage (or “The RAA” as some have come to know them) is an up-and-coming indie pop band with a loyal, growing and largely web-driven fan base (and a band this writer happens to be a big fan of, too). The activity asked of the Threadless community is the type they’re already happily engaged in: submitting ideas and having a say. Threadless fans appreciate exposure to a band that’s new to them and RAA fans like a company that is ‘hip’ enough to feature a not-yet-released song by their indie darling. For extra points, the promo video for this contest features RAA bandmate, Amy Cole, in a T-shirt available for purchase through Threadless. This is cross-promotional marketing at its best.

Regardless of your business, there’s an audience and a lifestyle for it. Do some digging and let that guide you in expanding your web content topics and focus. And if you’re not sure? The experts at IdeaLaunch can help develop a web content marketing strategy with you – just drop us a line!

This entry was posted on Thursday, September 17th, 2009 at 2:49 pm and is filed under Content Creation. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.