Introduction Big4.com faces the same challenges as most smaller businesses on the web. There's always more works than visitors to take action. Growth often requires a back seat to rote operation, and every small company is concerned about cost. Most smaller businesses can succeed online if they are able to make big challenges manageable and tackle them individually. 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 internet, is king. If you don't give these potential customers something to read, watch, or do, they will have no reason to come back to your site. Provide them with a reason to remain! Big4.com explored this exact problem and discovered that focusing simply on creating more content - more material for people to enjoy - kept visitors on their site longer, attracted more new readers, and syndicated their content. You need to use this case study to understand how beefing up the amount of content on your web site can attract and retain visitors, yield viral marketing, and ultimately help your organization generate more revenue. Case Background To understand the significance of content in growing your online business, let's take a look at Big4.com. Big4.com can be an online publication - deriving the majority of its revenue through web advertisements and online fee-based services. Like any web business, Big4.com depends on visitors for revenue. Growth, therefore, would come from increasing traffic to its site, along with getting visitors to view more pages. Big4.com focuses on 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 linked 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 market for current and former Big Four employees is substantial. The Big Four have a total of around 100,000 current employees during any given year. Having an annual turnover around 30%, 30,000 new alumni are manufactured every year in the usa - and 30,000 new Big Four employees replace them. Big Four Alumni is really a demographic that grows rapidly, consistently, and predictably, making it a great venue for an network. 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 really wants to become the center point of the broad Big Four alumni community by offering content specific to Big Four alumni, as well as services and merchandise that could appeal to this demographic, Big4.com has centered on building a network which might be monetized effectively at another date. Big4.com's Challenges Probably the most substantial challenge faced by Big4.com originates from its own audience. The Big Four firms already do an effective job of managing their alumni networks. Further, these firms get access to information from themselves first - detailed and confirmed information regarding their former employees and internal news that has not reached the general public. These factors give a much richer online community. While Big4.com has broad appeal over the Big Four, it does not have the nascent information benefits of the alumni sites for Deloitte, KPMG, Ernst & Young, and PricewaterhouseCoopers. This problem is common among smaller businesses. Often, we battle to differentiate ourselves from larger competitors. Their sheer size can overshadow our differences - and competitive advantages - despite the fact that what we offer is exclusive and more appropriate to your audiences. Big4.com's problems weren't unusual. It needed a method to stand out, however 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 minimal number of monthly unique visitors 2. Few page views per monthly unique visitor 3. Infrequently updated content Monthly unique visitors are the web equivalent 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 needing to find new readers, Big4.com had the derivative challenge of having to keep visitors on the website. The average visitor didn't spend much time on the website monthly. Generally, readers left after only two page views. This tendency resulted from a dearth of content, with new articles appearing only monthly. The lack of content not only led to a lower degree of reader engagement - it also had a search engine impact. Big4.com didn't receive prominent search engine results placement, which limited the publication's capability to attract new readers. New Content for Big4.com's Readers Big4.com had a need to act quickly to help keep from being overlooked in a large, competitive marketplace. To rejuvenate itself, Big4.com executed a content-centered strategy. For most companies, this is a good way to grow on the net. New content permits you to use your organization expertise, putting your organization knowledge to work. Also, it really is less expensive than other approaches to web marketing. Big4.com has doubled both its key metrics - monthly unique visitors and page views per unique visitor. While the publication's market share is still small, it is growing quite rapidly. Big4.com facilitated this growth with t a web marketing strategy that focused on new content. Big4.com started as a monthly publication. Generating approximately five articles per month, though, didn't give readers grounds to return to the site throughout the month. To treat this problem, Big4.com moved to a weekly publication model - publishing five articles every week. Further, Big4.com has continued to grow this number, reaching approximately ten articles per week with plans for more. The increased level of content has made Big4.com a premier destination on the internet for Big Four alumni. The website 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 half a year. 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 very own content. Consequently, internal writers became editors, and Big4.com was able to increase its pace and level of publication with little increase in cost. The proliferation of content yielded another advantage - syndication. Other online publications around the world 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. jasper ai reviews of Big4.com's content with attribution resulted in the acquisition of many new readers in addition to a long-term, no-cost strategy for web site promotion. Conclusion Think about your own business on the internet. You may have a lot of the same issues that Big4.com did. Larger competitors obstruct you without even noticing you. While you get a fairly steady flow of people to your web site, you would be pleased with more - actually, you need more traffic. But, your allowance just cannot handle expensive or sophisticated web marketing efforts. Big4.com's experience demonstrates that strengthening your presence on the web doesn't 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 an excellent return. You can take advantage of Big4.com's experience. Online growth doesn't have to be expensive, time-consuming, or sophisticated. You can leverage your organization expertise to grow. Upping your content consistently and regularly can help you promote your business, educate your visitors, and attract home based business.
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