Web Content Strategy: What is it good for?

Web Content Strategy: What is it good for?

By: Jeffers Daniel - Search Engine Optimization

The topic I’d like to cover over the next few issues is web content strategy, something I believe is critical to any online communication effort. We say “content is king!” but do we mean king like Aragorn storming the gates of Mordor? Or King like a chess piece that is constantly trying to avoid getting pinned down?

Why So Many Fail

The reason many organizations fail to effectively promote their web content, via SEO, social media, newsletters, etc. is not because these tactics don’t work. It’s because their content is broken. But the fact that so much web content is broken kind of makes you think we’re doing it wrong.

We should always start with web content strategy. BEFORE wireframing, information architecture, and definitely before content development there needs to be web content strategy. This has been said before. Since web content strategy seems vague and somewhat ethereal, most people within almost any organization treat it like someone else’s problem. Readers of Douglas Adams may remember that the Someone Else’s Problem field is what made the stolen spaceship, Heart of Gold, invisible

To help pull web content strategy out of that invisibility field, I’m going to spend the next couple issues of this newsletter painting on enough details to give us a starting point. For starters, let’s take a look at this chart from Kristina Halverson of Brain Traffic:

At the center of Halverson’s chart is the core strategy. Core strategy provides the central ideas that control the production of web content for the specific organization.

Surrounding the core strategy are two main regions, the content components and the people components.

Content Components:

  • What should the substance of the content consist of? Testimonials? Calls to action? Descriptions of services
  • What about the structure? The layout, format, navigation, etc., all fall into this sphere.

People Components:

  • What workflow will be used to develop the content?
  • Who will be responsible for making key decisions? Who will continue to monitor content once it has been published, and decide when it should be updated, replaced, or removed?

Every organization needs to address all of these elements if it hopes to effectively connect to its audience online.