What Is Content?

Content is anything that fills a web page (other than the menus, design, logo, etc). When you have a page on your site that reads "Coming Soon" or "Under Construction," you need "content" for that page.

It is common for companies to spend time on graphic design and deciding the functionality of a site, but to overlook the need for content to fill each web page - and how much time it will take to create the content.

Content includes:

• Written word, how-to articles, news stories, transcripts and written interviews
• Videos
• Photos / Still Images
• Resource Lists (Example: "Health Clubs in Columbus Ohio")

Who Create Content?

It is key to give the writing task to internal staff who is highly familiar with the typical customer's personality and knows the details about the industry.

My Experience

I spend time understanding a company's target audience and researching the "words" that a company's potential customers search Google for. These words are called "keywords." Then I give recommendation for new content that should be added to the company's site.

This new content can be videos or lists, but is often "How to" articles that inform the reader. They are not highly "sales-y" articles that say "Company X's products are the best."

For example, although a company may market kitchen sinks, a "how to" article may be titled "How to choose the best kitchen sink" or "how to install a garbage disposal." By offering these free resource articles, you build trust for your company. Potential customers think, "Hey, this company really knows its stuff and gives me helpful tips. I trust them."

How I Work With Written Content

All writers get their text edited by others. Think of my role to be that of a newspaper editor. Your writer may be excellent, but each article should be reviewed by another professional before it is sent to an executive or published on the web.

I train writers on how to write for the web by editing their draft articles. After the writer has completed a draft of an article, I edit the article to assure Keyword-rich text and headers.

I give edited articles back to the original writer in an attempt to "teach" the writer what is needed. The writer makes edits and hopefully learns what is needed over time. A good writer will adapt to the new methods after finishing a few articles.

Writing For the Web

Often new writers will spend unneeded time in an effort to entertain the reader or make the article "colorful." New site visitors will spend 10 seconds or less skimming through an individual web page. They do not have time to be entertained. When pursuing new customers, it is best to keep articles useful, clear and well formatted for the eye. Avoid huge blocks of continuous text.

TIP: One of the most common mistakes for companies is to add a "News" section to their site's front page. Once a "News" section exists on the front page, staff are burdened with a continual, unending responsibility to update the section with new "news." Customers should not see "old" news when they visit your front page. Remember, nothing is worth less than "old news."

Read how I used dozens of "how to articles" to save advertising dollars...