Enom 2010 Annual Report Download - page 10

Table of Contents
users searching for information online by analyzing consumer demand to create and deliver commercially valuable, high-quality content. We use
strategies and tools, such as search engine optimization, social media recommendations and downloadable and web-based applications, along with
our strong brands, to make our content more accessible to consumers. In doing so, we connect consumers with content that helps them solve
problems, answer questions, save money and time, enhance well-being, improve everyday life and interact with supporting communities. By
maintaining rigorous quality control standards throughout our content creation process, including the use of detailed style guides that are designed
to tailor content to further appeal to specific audience segments, we have instituted a reliable process for producing high-quality content. As
consumers become better acquainted with our brands, their trust in our content increases, which is evidenced by the continued growth in unique
visitors who return to our eHow property directly rather than through search engine queries.
How We Provide Value to Our Advertisers. Our advertisers are large corporations, brand marketers and small businesses seeking access to our
consumers. Our advertisers benefit from gaining access to our targeted audiences by matching their advertisements with our highly specific
content delivered to our owned and operated websites and to our network of customer websites. We offer a highly valuable suite of marketing
solutions, including targeted display advertising, interactive brand sponsorship and social networking and community features. Our owned and
operated properties, such as eHow, are designed to deliver fulfilling experiences for consumers and attractive opportunities for both our
advertising network and brand advertising customers. In addition to our leading owned and operated websites, our undeveloped websites provide
us with an opportunity to gain access to additional consumers.
How We Provide Value to Our Customers. Our customers are third-party website publishers who display our content on their websites, deploy
our social media tools or use our domain registrar services and individuals who pay us to access portions of our websites. By utilizing some or all
components of our platform, our customers are able to provide a more engaging experience for their visitors and have the potential to generate
incremental revenue on their websites. We supply some or all of the components of our platform to our customers including, among others,
website publishers, branded product and services marketers, retailers, web-hosting companies and domain name resellers. Our customers also
benefit from the services offered by our Registrar, such as domain name registration and other related value-added services, as well as our shared
infrastructure.
How We Provide Value to Our Freelance Content Creators. Our freelance content creators are individuals who create and edit text articles and
videos for our platform. We enable our freelance content creators to create valuable content, reach an audience of millions and earn income from
a ready supply of available work assignments. We expend significant efforts to attract, serve and nurture our growing community of freelance
content creators. We believe our streamlined title generation process and our proprietary billing and payment platform combine to increase the
productivity of our freelance community by minimizing the time freelance content creators spend on non-content creation activities, such as
pitching story ideas and following up on invoices for prior work. Freelance content creators receive bylines on their published content, helping
promote their talent and experience. Our feedback, approval and ratings processes help educate creators and hone their skills. Additionally, we
offer qualified freelance content creators certain benefits and perks, including access to discounted rates on third-party health insurance, paid
memberships in writing organizations, grants to pursue other creative projects, professional training and mentoring opportunities and a
community of peers.
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