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Select Content
The decisions you make in determining the content and level of interactivity in your site are crucial to its success, and are made according to the audience evaluation you conducted in the previous step. The first step in content selection is to look at your current marketing messages. You should look for a synergistic effect with your conventional promotional efforts. Your collateral materials (brochures, ads, newsletters, letterhead, etc.) should indicate that you have a Web presence, and perhaps what is offered in the site. On the other hand, the Web site should allow for requests for hard-copy materials and further information regarding your organization.Like traditional marketing material, the content in your Web site should inform, persuade and educate your audience in order to be successful. Provide all the information necessary regarding the event or work, location (with directions), date, time, and purchase information. Without this essential information, the potential patron will not have the ability to take action. Next, provide promotional, sales, and advertising tools that go beyond basic information to persuade the patron and allow them to take action. Finally, audience expansion often requires the provision of additional educational material about the work. No matter what your mission and promotional techniques are, they will fail if an appreciation of the artwork and artists is not first cultivated. The Web can be an excellent place for distance learning, and arts organizations would be advised to take advantage of it.
The Internet allows organizations to contact targeted individuals in a way that traditional direct mail can only dream of. Because Web marketing is essentially non-intrusive, you can assume that anyone visiting your site is interested in your organization. This is not the time to skimp on the information! At the same time, you should take advantage of the different medium for conveying information that the Web supports. Do not limit yourself to data and text; be sure to include graphics, links to related sites, etc. The Web site should communicate you organization’s personality and mission and help improve the perception your audience has about you.