Case Study:Two Website Changes Can Create 200% Content Marketing Improvement
Bring your most compelling content front and center and make it easy to search in order to demonstrate your knowledge and expertise at solving customer problems.
Jet Advisors provides a set of essential services for a carefully targeted group of wealthy customers: buyers of private jets. I learned about the company from an old friend and colleague who, believe it or not, has actually bought two private jets. This same colleague has shared that Jet Advisors is an excellent organization.
Their website, JetAdvisors.com, does a very good job of describing exactly what they do. It is clean, well organized, and easy to navigate. According to CEO, Kevin O’Leary, the website has also become an important source of new clients. They also do a monthly eNewsletter which reaches thousands of current and prospective clients.
Unlike the vast majority of business websites, JetAdvisors.com, provides a rich set of articles (originally in their eNewsletter) designed to help visitors and prospective customers to make intelligent decisions about purchasing private jets–and a whole host of related issues.
The two simple changes that would create a dramatic content marketing difference
From my perspective, the website has only one flaw. It keeps those great articles hidden away and makes them relatively difficult to find.
Here’s how they do it now:
- their articles are hidden away inside archived newsletters, under the heading “Private Jets Buyers Guide”
- reaching the articles is a multistep process that requires
- clicking on the “Private Jet Buyers Guide” link
- clicking on one of the archived newsletters going back to August 2006
- scrolling through the articles in order to find information that might be relevant to your private jet concerns
- they do not categorize or sort the articles by topic
- they do not let you link directly to an article from the homepage
Here’s what they should change:
- bring all that content up front by giving the website a magazine or news style structure
- provide navigation that displays appropriately categorized articles for easy search and browsing
To repeat: Jet Advisors has a very good website. Making those two basic changes will make it a great website that serves as an even more powerful content marketing weapon.
Trackbacks [0]
There are no trackbacks.
Post Comment
Fields marked with * are required.
Comments [3]
This is a very specialised market place demographic. I wouldn’t believe there to be more than a dozen companies doing business this way.
The punters who live life in all of its superlatives, New Economic Order want to be courted as premium punters. They want status,value, full red carpet concierge service and perceived to be making a choice. Cost plays little part. NEOs like to discover for themselves and then tell their friends about it.
i dont believe that they require too much information . They know value, pride and status when they see it and are not interested in beeing overloaded with news.
So I believe that your observation is not fully correct. To court premium punters you have to understand them and be seen as premium yourself.
Nice piece though. Thanks. The Baldchemist
On the contrary Baldchemist, to generalise in a small market is worse than generalising in a big market.
Look at the different personalities in a list of the richest people. They are many and varied. For example, think of the personality styles and differences between Donald Trump, Richard Branson, Bill Gates, Michael Dell and Warren Buffet. No single approach would work for all of them. They’re all very different.
Content Marketing is an approach that works at different levels for different people. But no matter whether you’re rich or poor, the right information at the right time has great value.
Purchasing a corporate jet is a big decision, and I guarantee that many purchasers are very interested in the details. In the buyers guide they list how many golf bags and sets of skis you can fit on the jet. Who wouldn’t want to know that!
Great content!
Baldchemist,
My friend who bought 2 jets was very interested in the details and counted on Kevin to help him through. In addition, I have found that a lot of wealthy people are very careful how they spend their money, even when they are spending a lot of it.
Brett,
Thanks for coming to my aid. You are, as always, right on the money.
Newt