Martha, Martha, Martha!

This week Martha Stewart, the Domestic Diva, unveiled her new website. While I can't claim to be a fan, whenever Martha does something marketing related, I pay attention.

The new site is designed to position itself as THE place to go for answers on all things domestic. The big effort here was to re index all the content; tips, recipes, video, products etc to make searching the site far more effective for visitors. They went back and re tagged and indexed 15 years worth of TV, Magazine and Web content. To quote the MSNBC article; "When you search for chicken, you're getting 6,000 results, you're not getting 40 results."

For the record, when you search for "chicken", you only get 1263 results. Arguably it's not 6,000, but it's certainly more chicken than I care to eat.

For those companies out there who are EVA based (the concept of which is to leverage asset performance to the max), Martha's strategy is a good one. After all, the value of Martha's brand lies in her ability to position herself as an expert. 15 years worth of information was (until this week) a tremendously underutilized asset.

So this begs the question. Does your company have any underutilized information asset? How does your website position YOUR company as THE expert in your industry? Chances are, like Martha, you'll discover that there's more to your story, than you're telling.