Websites, microsites and online newsrooms have become ubiquitous, but not always as useful as they could be in helping to manage a tough issue.
Here are six ideas to make your digital platforms matter — with more relevant, engaging and persuasive content:
Make your site a "linkable asset"
That requires developing content of interest to your target audience. Dense backgrounders or self-serving fluff won't pull viewers or keep them engaged very long. But solid, credible information will — especially if displayed in visually accessible ways with charts, videos and well-packaged text. Providing valuable information, which is updated regularly, will convince people to bookmark your site and return. It even may lead to your site being linked to other sites, expanding your viewership and outreach.
Give viewers "information snacks"
Giving viewers good content doesn't mean trying to tell them everything you know about a subject. The concept of less is better than more prevails. Design your information as if people were eating snacks instead of a 7-course feast. Yes, provide details —in layers that the most interested and devoted readers will click to find without bogging down the more casual, quick readers. Here is a great example of snack-size information in a CNN post about a host of developments in the Boston bombing case.