Introduction Big4.com faces exactly the same challenges as most smaller businesses on the web. There is always more works than visitors to do it. Growth often requires a back seat to rote operation, and every small company is worried about cost. Most small businesses can succeed on the internet if they are in a position to make big challenges manageable and tackle them one at a time. By taking a look at Big4.com's approach to writing more content for its web site, it is possible to learn fro their pain - and apply their success to your own business. Content, on the web, is king. If you don't give these potential customers something to learn, watch, or do, they will have no reason to come back to your site. Give them a reason to remain! Big4.com explored this exact problem and found that focusing simply on creating more content - more material for visitors to enjoy - kept visitors on their site longer, attracted more new readers, and syndicated their content. You can use this case study to understand how beefing up the amount of content on your internet site can attract and retain visitors, yield viral marketing, and ultimately help your business generate more revenue. Case Background To understand the importance of content in growing your online business, let's have a look at Big4.com. Big4.com is an online publication - deriving the majority of its revenue through web advertisements and online fee-based services. Like any web business, Big4.com relies on visitors for revenue. Growth, therefore, would result from increasing traffic to its site, as well as getting visitors to view more pages. Big4.com targets the current employees and alumni of the Big Four accounting firms and their related consulting firms. The Big Four are Deloitte, Ernst & Young, PricewaterhouseCoopers, and KPMG. Consulting firms related to the Big Four - through mergers and acquisitions, divestitures, or group hires - include BearingPoint, Cap Gemini, and Accenture. The Big Four master alumni management; online and personal networks - both formal and informal - thrive among former Big Four employees. Few companies leave this type of pronounced impression on the employees, even years once they have moved to new firms. Having worked for just one of the Big Four is like being initiated right into a business fraternity. Former employees talk to one another - cultivating relationships that lead to new jobs and future business deals. The marketplace for current and former Big Four employees is substantial. The Big Four have a complete of approximately 100,000 current employees during any given year. Having an annual turnover of about 30%, 30,000 new alumni are manufactured every year in america - and 30,000 new Big Four employees replace them. https://hewitt-bjerg.technetbloggers.de/what-it-takes-to-generate-quality-content is really a demographic that grows rapidly, consistently, and predictably, rendering it a great venue for an online community. Big Four alumni and employees tend to have professional positions, almost universally some type of advanced schooling, and starting salaries that exceed US$50,000. Big4.com wants to become https://diigo.com/0sy6a0 of the broad Big Four alumni community by offering content specific to Big Four alumni, as well as services and merchandise that could interest this demographic, Big4.com has focused on building a network that could be monetized effectively at a future date. Big4.com's Challenges Probably the most substantial challenge faced by Big4.com comes from its own audience. The Big Four firms already do a highly effective job of managing their alumni networks. Further, these firms get access to information from themselves first - detailed and confirmed information about their former employees in addition to internal news which has not reached the public. These factors give a much richer online community. While Big4.com has broad appeal over the Big Four, it generally does not have the nascent information advantages of the alumni sites for Deloitte, KPMG, Ernst & Young, and PricewaterhouseCoopers. This problem is common among small businesses. Often, we battle to differentiate ourselves from larger competitors. Their sheer size can overshadow our differences - and competitive advantages - even though what we offer is unique and more appropriate to our audiences. Big4.com's problems were not unusual. It needed ways to stand out, but the competition was overwhelming in its size and presence. From a internet marketing perspective, specific problems have resulted from Big4.com's competitive environment: 1. A low number of monthly unique visitors 2. Few page views per monthly unique visitor 3. Infrequently updated content Monthly unique visitors will be the web exact carbon copy of print circulation. Consequently, there exists a direct correlation between monthly unique visitors and the capability to garner advertising revenue. With only 10,000 monthly unique visitors, Big4.com's share of the Big Four alumni market was quite small. Big4.com had a need to find methods to attract new readers. In addition to having to find new readers, Big4.com had the derivative challenge of having to keep visitors on the site. The average visitor did not spend much time on the webpage per month. Generally, readers left after only two page views. This tendency resulted from a dearth of content, with new articles appearing only monthly. Having less content not only resulted in a lower level of reader engagement - it also had a search engine impact. Big4.com did not receive prominent search engine results placement, which limited the publication's ability to attract new readers. New Content for Big4.com's Readers Big4.com needed to act quickly to keep from being overlooked in a big, competitive marketplace. To rejuvenate itself, Big4.com executed a content-centered strategy. For most companies, this is an effective way to grow on the net. New content lets you use your organization expertise, putting your organization knowledge to work. Also, it really is less expensive than other methods to web marketing. Big4.com has doubled both its key metrics - monthly unique visitors and page views per unique visitor. As the publication's market share continues to be small, it really is growing quite rapidly. Big4.com facilitated this growth with t a internet marketing strategy that centered on new content. Big4.com started as a monthly publication. Generating approximately five articles monthly, though, did not give readers grounds to return to the website throughout the month. To treat this problem, Big4.com moved to a weekly publication model - publishing five articles weekly. Further, Big4.com has continued to cultivate this number, reaching approximately ten articles weekly with plans for more. The increased level of content has made Big4.com a premier destination on the net for Big Four alumni. The web page now attracts 20,000 monthly unique visitors - double its previous number. Big4.com in addition has doubled its other key metric, page views per monthly unique visitor. Big4.com could affect this transition over six months. Big4.com was able to leverage its readers for the increase of content volume. Many readers, committed to the Big Four alumni community, were wanting to submit their own content. Consequently, internal writers became editors, and Big4.com was able to increase its pace and volume of publication with little upsurge in cost. The proliferation of content yielded an additional benefit - syndication. Other online publications around the globe took a pastime in Big4.com's content, plus they carried the articles themselves - while preserving Big4.com's bylines. This implicitly increased Big4.com's readership while functioning as advertising for Big4.com on other sites. The consistent republishing of Big4.com's quite happy with attribution resulted in the acquisition of many new readers in addition to a long-term, no-cost technique for web site promotion. Conclusion Consider your own business on the net. You may have a lot of the same issues that Big4.com did. Larger competitors obstruct you without even noticing you. While you get yourself a fairly steady flow of visitors to your web site, you'd be happy with more - actually, you need more traffic. But, your budget just cannot handle expensive or sophisticated internet marketing efforts. Big4.com's experience demonstrates that strengthening your presence online does not have to be costly. Simply putting more content on the net site yielded substantial results for Big4.com, and these results have gained momentum. With little expenditure, Big4.3com has earned a great return. You can benefit from Big4.com's experience. Online growth doesn't have to be expensive, time-consuming, or sophisticated. It is possible to leverage your business expertise to grow. Increasing your content consistently and regularly helps you promote your business, educate your customers, and attract new business.
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