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Understanding the Twisted World of Content Creation

July 30th, 2012 | Posted by Scott Leisler

Saying, “content is king” is an understatement. Content can define your brand, help sell your products and services, engage your audience, and get them to take part in today’s buzz – “the two-way conversation.” Content can be the difference between hundreds of thousands of visitors to your website or none at all. Unfortunately, content is often the most under-worked and neglected part of creating a new website.

Without implementing a proper content strategy, business goals can quickly become overrun by special interests and mixed messages.

Consider the tips below to ensure your content is providing maximum value to your website:

  1. Know your business objectives: If your content doesn’t support those objectives, avoid the temptation to include it. It may dilute the messages you really want your audience to pay attention to.
  2. Organize your content into a clear site structure: Say what’s most important first and allow your audience to drill down into additional details as necessary.
  3. Use a consistent voice and style: If there will be multiple content contributors, create a style guide that can be shared.
  4. Use great writers: Remember that content is more than just useful information. It needs to be compelling and entertaining so that readers want to come back for more.
  5. Establish a publishing workflow: Only allow select properly trained individuals to publish content, otherwise quality may be eroded over time.
  6. Create a schedule for new content creation: Fresh content is the best way to keep visitors coming back and keep the search engines paying attention. New content is a huge factor in determining search engine rank.
  7. Keep search engine optimization in mind: When creating content, remember to be specific. Make sure copy has proper keywords, pages are named properly and visuals are optimized with sufficient text descriptions.
  8. Share content across multiple media channels: Content creation is incredibly time consuming. If you write copy for a brochure, see if you can repurpose it for blog content or in small bites for social media channels.
  9. Don’t neglect graphical content: Inconsistent visual elements can degrade your message clarity and brand.
  10. Set measurements for success: This may be the second most important takeaway of all. Don’t expect results overnight and know how to evaluate if what you are doing is working. Adjustments may need to be made along the way.

Odds are that content creation will involve many different contributors. By making sure everyone is on the same page from the beginning, you have the best chance to make your website content work to your advantage.


Categories → Best Practices, Marketing Principles, Web



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