The Value of Information

by Steve Fodor

My colleague, Brad Smith, recently posted some interesting information on banner ad click-thru rates we’ve tracked for a client. Two online versions of publications were used: one a traditional, editorially focused publication, the other a tabloid “shopper” publication with minimal editorial.

Interestingly, the editorially focused online publication outperformed the “shopper” publication by as much as 15 to one on banner ad click-thrus to the client’s Web site.

I’m not going to conclude that the “shopper” publication has no value. But, rather, the value of the editorial publication is the information it provides. Information is what engages people. How do I do my job better? How can I learn more? Don’t just tell me about product features. Tell me how it fits into my life or how to do my job better.

Information – or, I should say, valuable information – is becoming more of a commodity. I read recently that Facebook usage has increased from 1.7 billion minutes to 13 billion minutes over the last year. That’s a 665 percent increase. Twitter usage has increased 3,712 percent over the last year. Nielsen Online reports time spent on social networking and blogging sites has grown at three times the rate of overall Internet growth. And these aren’t all just kids with nothing better to do. The growth from the 35 to 64 age group is double that of under 18.

With so much information out there, so many distractions and so many new media usage trends, content truly is king in today’s information-intensive world. Think about what you’re saying to customers, be it in-person, on your Web site or in your advertising. Are you increasing your perceived brand value by providing information that’s of value…or are you just adding to the clutter?

Flickr Photo Credit: http://www.flickr.com/photos/wetwebwork/