Taco Bell Customers: “Yo Quiero Content!”
Yesterday, Taco Bell announced that the company was prioritizing content over entertainment during its next website redesign. Why? Because the customers told them to.
Lyle Stewart, senior manager of corporate communications at Taco Bell states,
“Our customers told us loud and clear that while they like the entertainment, there’s some information most important to them that they want to get to [more] easily.”
He cited that customers specifically wanted easier access to store locations, nutritional information and featured products.
Taco Bell is only one of many companies seeing the content light when it comes to website redesigns. Just last month, NPR saw opportunities to pump up its website by offering even more valuable, rich content. But, how can a content machine like NPR possibly produce even more? It doesn’t have to. Like many smart media outlets, NPR is re-purposing its on-air content by providing complete transcripts online. Does this provide real value to the visitor? You bet. Not all visitors have the privacy or time to listen to the broadcasts online. Now the user has a choice of listening to or reading NPR’s content.
In the retail world, Tempurpedic beefed up its new site with loads of new testimonials, video content and podcasts — all lacking from their site until just recently. The result: a significant increase in second quarter sales.
So, can we safely conclude that web visitors are simply more impatient than ever? Perhaps. But, I think we can also say that the average web visitor is much more savvy when it comes to finding the content he needs and less tolerant of animated volcano menus and slick flash presentations that don’t serve a real purpose.
Deana Goldasich
Deana Goldasich, CEO and founder of Well Planned Web, plans and implements Content Marketing to help clients nurture leads, market their expertise and create an impactful presence online.
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