Promoting Content

---

Site designers seem to believe that their content will automatically draw the appropriate audience (the "Field of Dreams Fallacy" -- if you build it, they will come). To be effective, promotional materials should communicate where the site is located, how often it is updated, and why it's relevant to the promotion viewer. Promotional material must also communicate the primary features, goals, or themes of the site. It has to convey an appealing attitude to its target audience.

Most sites have not done a good job of using their promotional spots to let people know that they have time-sensitive events and constantly fresh content.

---

Topics:

• Overall checklist
• How to Improve Promotion

---