The content strategy of a website focuses on the planning, development, distribution, and control of the content. Ensuring that users have relevant and useable material that is properly arranged and quickly discovered is crucial to improving a website’s user experience. To ensure that the content strategy of a website is effective, SoundCloud, music distribution and sharing service located in Berlin, was founded by Alexander and Eric. Mental Floss is a millennial-focused online magazine that is part of a media organization that encompasses electronic, printing, and e-commerce components. Coca-Cola is a company which is a global beverage business based in the United States. The article analyses SoundCloud’s website’s target market, objective, and communication strategies to decide whether it is a successful venture.
SoundCloud is a website that strives to connect individuals all over the world to the music of their favourite performers via streaming services. As of November 2021, SoundCloud has over 76 million monthly active users and a more than 175 million worldwide user base. According to the company, as of March 2021, the platform has more than 265 million songs submitted by more than 30 million musicians from 190 countries. Dhillon et al. (2020). Coca-Cola views every client as a potential target and as someone thirsty. Targeting people of all ages has been a focus, but the group between 18 and 25 shows the most potential. Age is a factor in determining who the Coca-Cola target market is (Ramya & Subasakthi, n.d.). “Mental Floss” is a well-known social media, digital media, and e-commerce firm that caters to the ever-popular generation of millennials (4 Ways Mental Floss Won Millennials, 2013).
An objective of a website is something that a website was built to aim for. Coca-Cola aims to create brands and beverage selections that people like to rejuvenate physically and mentally. Mental Floss is a website that publishes amazing tales about science, history, pop culture, the arts, and other topics that are both educational and entertaining. Most of our clients come to us because they want to feel intelligent again. SoundCloud’s primary goal is to enable artists and listeners to share, sell, and trade audio files via the use of a digital signal processor. This will enable them to get the most out of the world’s largest social sound platform by placing the SoundCloud forum as the preferred, quick, and easy online support channel where they can collaborate to solve issues and share their experiences. It serves as a good medium for distributing audio material to a large audience. The diversity of its information, as well as the inspiration it may provide users, maybe its most appealing feature.
The Primary communication message on the website relates to the material that is intended to be communicated, whether verbally or nonverbally. The primary communication message of the Mental Floss is to educate and entertain their digital audience. SoundCloud website enables the saved storage space of the consumers’ device by letting consumers stream music without downloading music files that take up the storage space of their device (Terms of Use – Listen to music, n.d.). When it comes to the Coca-Cola website, their primary communication message is increasing public knowledge of the organization and its goods. Consumer and buyer education and enlightenment is now a major focus. They are making customers more inclined to choose their goods over rivals’. To persuade prospective new clients to test your items, provide a discount. The website of SoundCloud provides relevant content to the users. It provides audio such as music together with other related details to music lovers. The website uses current trends and technologies that meet the demands of today’s users. For example, responsiveness and fluid web designs are two of the most important requirements for modern websites. The website is simple to use and navigate. When visitors visit the website, they get the information they seek without struggling. The website gives simple navigation to hop from one page to another and go back. It has a navigation menu whereby users can view the audio they have liked, a playlist of the audio they have saved, the people they have followed on the platform, and so much more. Colour has been used appropriately to direct the user. For example, the active page is indicated by a different colour from other pages, which are black by default. SoundCloud is most effective when it allows users to engage with other audiophiles who share their interests.
SoundCloud has optimised its website and content for various devices, browsers, internet speeds, search engines, and consumers (Cookies Policy, n.d.). They ensure that the people who visit the website do not depart after visiting their website. For example, Mental Floss, SoundCloud ask for feedback from the website users contact us section. Most of the current browsers such as chrome, internet explorer, Mozilla Firefox, and Safari 8 support the SoundCloud, Coca Cola and Mental Floss websites. This enables them to double their customers to millions. The website has been suited for popular smartphones and their screen sizes, desktop and other devices, making users want to visit the website in the first instance.
In SoundCloud artist, free and premium users communicate with the support by being driven by the collective intelligence of a worldwide community of artists and fans who are always on the lookout for what’s hot in music now and tomorrow. In order to assist independent artists in building and growing their careers, the website provides them with the tools, services, and resources they need. Mental Floss and SoundCloud have also used the use contact forms and email addresses for users to be able to communicate with the admin or support.
The who of communication on the website is the sender and the recipient of its message. The reason for communication on the website is understood to be the dissemination of information. As a consequence, communication assists individuals in better understanding one another by reducing misunderstanding as well as increasing clarity of thinking and expression. It also has the added purpose of informing others. SoundCloud prefers verbal and nonverbal communication, whereby artists use the approach and upload audio files that users listen to.
On the other hand, Mental Floss and Coca Cola prefer verbal communication styles. Individuals using the website can connect and send messages to each other. The content used in the website is appropriate to the users of the website, and it has been expressed in a manner in which users can as well understand. The online tone of voice of SoundCloud covers all of its written text, including its website, social media accounts, and emails. Moreover, it represents the company’s personality and basic principles, and it distinguishes the organization from its rivals.
References
4 Ways Mental Floss Won Millennials. (2013, March 26). Digiday. https://digiday.com/media/4-ways-mental-floss-won-millennials/
Cookies Policy – Listen to music. (n.d.). SoundCloud. https://soundcloud.com/pages/cookies/06-2015
Dhillon, S. (2020, September 8). SoundCloud Revenue And Usage Statistics (2020). Business of Apps. https://www.businessofapps.com/data/soundcloud-statistics/
Ramya, B., & Subasakthi, S. (n.d.). SEGMENTATION TO REACH THE TARGET MARKETING. In IOSR Journal of Business and Management (pp. 33–36). https://www.iosrjournals.org/iosr-jbm/papers/ncibppte-volume-1/1021.pdf
Terms of Use – Listen to music. (n.d.). SoundCloud. https://soundcloud.com/terms-of-use
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