UX: The power of editorial
Online creating an audience, maintaining an audience and developing audience advocacy is about staying in touch. Ongoing editorial is a very natural way to keep talking to people. You can push the content to where people expect conversation – Facebook, Twitter, email – and you can engage people closer to conversion on-site. The trick as marketers is to create an engaging ongoing content platform that requires limited resources to maintain. Mr Porter’s Father’s Day content is a good example – insightful but concise creative leads straight to shopping recommendations. Man City’s site is another example. They have totally editorialised the club investing in a platform that dramatically brings the club to life.