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Web Content - Why it Should be First on Your To-Do List
By Kevin Nunley
http://www.DrNunley.com
If you're going to have a website, you have to have content.
Content is a word with a broad meaning, encompassing everything
you publish on your website. Sounds pretty important, doesn't it?
It is more than important; it is vital. And yet, content has
found itself pushed to the back of the line behind technology and
design.
In print publishing there is a definite hierarchy, where content
reigns at the top. For instance, if one is to publish a book, the
content of the book definitely comes before the cover design. But
in the online world, content comes last, after the design and
technology that make a website. Where design and technology once
served the content, the content has become an afterthought to
accompany design and technology.
Because technology changes so rapidly, we have to pay continual
attention to keeping current on new trends. Perhaps as a result,
it is easy to lose track of the importance of content. So on the
web, technology sits in the #1 seat of importance.
Next comes design. We're so busy worrying that visitors will not
like the design of our site that we put too many eggs in that
basket. So many people have attractive, professionally designed
sites, and this does help draw visitors to the content. But if
the content of the site isn't what visitors looking for, the
best-designed site in the world isn't going to keep them there
very long.
Last on most peoples' priority lists is the content. The message
and content has become inconsequential, but only to the person(s)
who designed and implemented the site. To visitors, content is
still all-important, which is why we are starting to see a shift
in the role of content on the Internet.
Where before the message was considered an afterthought, created
after the technology and design, it has started to take front
seat again. People are beginning to understand that the process
of communication becomes warped when the message and content of
the site are ignored. Because, when you think about it, the whole
purpose of the technology and design is to accompany the content,
not overshadow it.
Good content is crucial to any web site's marketing, search
engine results, ROI, credibility, and usability. Current studies
show that site visitors base the credibility of websites on
content: information focus, information usefulness, information
accuracy, information bias, writing tone, information clarity and
readability.
So how do you make the switch from focusing on technology and
design to making content your first priority? For an expert
lesson, visit http://www.alexthegirl.com. This site is a perfect
example of someone who has put content before everything else--
including sale oriented copy--and has enjoyed tremendous success
because of it. This freelance writer's site contains a variety of
inventive and enlivening essays about the writer's life as she
begins on her exploration of, well, life. The essays are
lighthearted and contain an element of innocent fascination that
has both intrigued and inspired thousands of visitors.
Alex (the girl) also uses the site to display her portfolio and
talk about her availability as a freelance writer, but these
things are not the predominant focus of her site. The main focus
of the site is to provide something enjoyable for people to read,
and her essays have drawn people from all over the world; from
professionals to advertising execs, students to stay-at-home
moms.
The point is, this site provides nothing but exceptional content.
The design is minimal. The technology is minimal. Everything is
minimal except the content, which is unique and innovative. But
that's all Alex (the girl) needed to make her site a success.
Creating useful and engaging content must be factored into the
whole web development process. Your visitors don't just want to
come to your site and look at things; they want to research,
shop, communicate and interact. They want control, security,
activity, and an enjoyable experience.
So when you create the content for your website, think of what
will make visitors want to explore your site, not just give it a
quick glance. Offer content that will make them come back again
and again, such as articles, tips, news, forums, recipes,
contests, giveaways, advice, special offers and discounts, etc.
Know your target demographic. Know what they want to see, so you
can give it to them. Your content is only as powerful as you make
it, so give it some real thought and make it great.
Kevin Nunley provides marketing advice and copy writing for
businesses and organizations. Read all his money-saving marketing
tips at http://DrNunley.com/.
Reach him at kev-@drnunley.com or
603-249-9519.
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Sincerely Yours,
Guido W. Stiehle
TheJungleMarketer
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