We all have websites, don't we? But let's face it: most websites are created and managed like brochures, because we want to tell consumers everything abour our company on the site. Website structure and user friendliness sucks in most cases.
Let's change the rules of website marketing and let's make them more conversational. Manage your website like a newspaper, learn from newspaper sites to transform your old school, static site into an always up-to-date, interactive and connected platform.
A newsroom is an online platform with limited corporate information. Try to limit the number of pages between 5 and 10 max. The homepage gives news about the company, its clients, its employees... The mission of the newsroom is telling stories, offering content to your visitors. Next to that, link the newsroom to alle social media where you are present. Make sure people can easily follow you on Twitter, Facebook, through RSS feeds... Give people a share button next to your articles so they can tell their network the news about your company. Conclusion: manage (what used to be known as) your website like a newspaper and facilitate conversations about your brand.
An example: Scania (heavy B2B transportation business - www.scanianewsroom.com) created such a website. It took them a while to convince their management about this plan, but now they seem to be very happy with the result.
Websites are a typical example of our old school way of online thinking, let's move forward and introduce newsrooms to our customers.