Symantec Corporation is a leading Internet security technology and virus-protection software provider. Compelling content and accurate tracking and reporting capabilities were crucial for its Small Business Resource Center site.
The company understands the value of compelling content, and relies heavily content management experts for strategic direction and targeting high-quality articles. A monthly e-newsletter was developed to drive repeat traffic. Six new articles appeared every two weeks to inform the target audience how to apply software to the solution of common business problems. This was intended to help business owners spend more time managing core responsibilities. Symantec validates content popularity based on traffic patterns, and adjusts editorial tactics accordingly.
Partnerships with other Web sites targeting the same audience were established. Free trialware versions of software are offered from the site via download or CD.
The original site was redesigned to improve tracking, enhance navigation, and increase the visitor-to-buyer conversion rate.