Content is King, but You Must Master It.

A Web site’s content is critical to its success.  It is so important, actually, that the saying ‘content is king’ has become a cliche.  Whether your Web site sells machine parts or legal services, it is the content–not necessarily the design or layout–that drives much of its value in the eye of your users.

Content plays many important roles within a Web site. It informs users about your organization (who you are and what you do), keeps them updated on key happenings (i.e. we just launched a new service or opened a new office), and helps them interpret the world around them through your eyes (i.e. how trends and best practices in your industry will impact them).  Content also helps to promote your expertise, an important element of your company’s differentiation.  And the more you change and develop site content, the more attractive it is to users, search engines, and the online community at large.

With all of these positives attributes, many Web site owners pay little attention to this area.  While most get very excited about photography, design ideas, and navigation,  many actually bristle at the idea of generating original content. People fumble the idea of who in the organization will generate content, how often, and when.  This critical task is seen as a chore and pushed to the side, often to the detriment of the site.  In the end, the content becomes both king and master.

It does not have to be this way.  Content–and the process by which it is created–can be a very constructive, engaging experience in which many benefits arise.  Here are a few of the positive benefits of creating content:

Understanding the many hidden benefits of content creation–other than the notion that it will improve the Web site–can be critical in terms of developing a better institutional “attitude” about the task.  If it is seen as an opportunity (rather than a chore), the idea of mastering content becomes very achievable.

Once the attitude about content changes, some stumble when it comes to what should be the subject of content pieces.  “What should I write about?” they ask themselves.  Naturally, this will vary by industry and your field, but here are some good places to start:

As a general rule, remember to be as objective and instructive as possible when you are writing.  While it may be natural to write about products or services you sell, your content will be more credible if you do not overtly advertise your offerings in the midst of an educational or informative topic.  Also, when possible, use relevant photography or informative diagrams/figures to complement your writing.   Your readers will enjoy them.

The most common stumbling block to creating Web site content, though, is not knowing what to write about.  The area where most get hung up is in the area of creating time to do so and managing the division of labor.  It will typically fall on one person to be responsible for the content and that can end in a lack of content altogether.  To make the content endeavor effective and consistent, here is a handful of tips to consider:

Content creation is a big deal when it comes to the success of your Web site, a thought that most agree on.  What is less obvious is how to be successful at it.  With a little planning, organization and an adjusted attitude on the matter, there is no reason that any organization can not master this important area.

About Matt Certo

Matt Certo is founder and CEO of Findsome & Winmore, a digital marketing agency based in Orlando, FL. He is also the author of FOUND: Connecting with Customers in the Digital Age and Formulaic: How Thriving Companies Market from the Core.

1 Comment

  1. Ken Mears

    Great post and wonderful insight!

    I would add that every piece of content that is published should be connected to some sort of auto-publish service sent to pertaining organizational Social Media. This is a terrific way for the content to spread and become viral. Moreover, it also reiterates and bolsters the organization’s stance as a leader in the industry.

    I would also go so far as to say that incorporating a form, or landing page, is also beneficial with creating content. Focused, incentive based offers such as webinars, webcasts, videos, e-books, and of course white papers, are terrific ways to capture traffic from content and create leads for the company as a result.

    One more thing to note, it is important that content be simple and succinct. For example, I think that this particular post could very well have been broken up into a 2, 3, or even 4 part series focused on how Content is King. Typically, anything longer than 800 words will want to be spread out over a few posts. The idea is to create value in the content, and that the content is both exceptional enough for the reader to take away value and concise enough that they will stick around and read it in entirety.

    Again, thanks for the post and wonderful insights!

    Ken Mears
    VP Internet Marketing
    Office Automation of Gainesville, Inc- A Xerox Company

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