What Can Be Destination Content?
Posted by Bill Anderton
This morning, I had several great telephone conversations with friends and colleagues after they read yesterday’s blog posting about “destination content”. The most discussed, almost universal question was, “What can be destination content?”
Destination content can be any content that causes a significant number of potential visitors to actually visit your website and return later for more.
Put simply, destination content is worthy; worthy of visitors’ time in their initial visits and worthy of their return visits tomorrow, next week or next month.
Good destination content is the “procuring cause” for visits.
Great destination content not only causes the visitor to come into your content but also causes them to get someone else to visit by passing along links to your content, making Facebook to Twitter postings about it, talking about it in blogs or mentioning it in forums. In other words, great destination content gets shared without asking. Destination content has enough intrinsic worth to be shared among your visitors’ friends as well as the friends of their friends.
Great destination content also causes visitors to visit more than just the one page that brought them into your content in the first place. I pay a lot of attention to the number of pages that visitors view in their session during visits and the total time they dwell in my content during each session. Longer is better. With lots of great destination content in your site, if you can get visitors to click once, they have a tendency to click around in the site a lot and get a broader more complete view of your church and its ministries.
Destination content will get found. If the webmaster is using best practices in support of the content, it will get found a lot! It can’t help not being found because it is compelling enough to cause others to share it with their friends and drive visits.
One of the interesting things about destination content is that the content’s author or webmaster doesn’t get to decide if their creation is destination-worthy; that privilege is reserved exclusively for and determined by your visitors. Content authors and webmasters can strive to make content destination-worthy but their success will be determined by other people, your visitors.
The redeeming grace of the determination process is that you can have more than one trip to the well. If content isn’t determined worthy by your visitors (by actually visiting your site), replace your content with something better. Keep at it until you succeed.
If you persist in making better content, monitor your visitors and use the free analytics tools available to any webmaster (see the “Do You Know Where You Stand” posting of April 2, 2013) you will see your content start to become destination content. When you find out what works for you, do more! Keep an eye on your analytics reports; you can learn a lot about where your visitors land in your site, what click-stream or path they take to other pages in the site and where they exit the site. Over time, you can get a very insightful picture of how visitors use your content, what they value and the degree to which they value it.
Get something to work as destination content and then do more of what is working and do less of what is not working.
You will find that just about anything can become destination content. Some things are more obvious than others but the numbers of potential destination-worthy content surces are great in churches.
All churches have several inherent source of destination-content possibilities. If a church re-purposed this material into destination content, it would have a great website:
All of the things listed above also have another characteristic of great destination content; they are dynamic and change often. This means you have a natural source of fresh content to add to your website continuously. Using the materials above, you could add fresh new content to all of your online assets every week! Stale out-of-date content kills the possibility of the return visit. All of your landing pages should feature current destination content that is refreshed at least every week. Retire content that is at the end of its life cycle by moving it to your archive pages and replace it on your landing pages with something new and fresh.
Don’t stop here! The items on the list shown above are by no means complete and are just a few of the most obvious things that can be found in any church. All churches, regardless of their size, are content rich environments and present lots of opportunity for making great destination content.
Category: (04-13) April 2013 Tag:
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