Adding Content Your Web Visitors Will Read

Going back to my previous post about websites and content, content is fundamental to any website. As Gerry McGovern and Rob Norton, the authors of Content Critical: Gaining Competitive Advantage Through High-Quality Web Content, write:

“In business the customer is king. On the Internet, we hear that “content is king.” But that’s like saying from a business perspective that “product is king.” It’s the exact opposite of what “customer is king” thinking is about. If the customer is king in business then the customer (reader) is king on the Internet.

If the reader is king then content serves the reader. Thus, from a business perspective, the purpose of content is to deliver quality information to the reader that will help further the organization’s objectives. Readers need a reason to visit and re-visit the website, and must feel they have learned something as a result. When appropriate, content must create a “call to action” for readers, getting them to purchase the organization’s products or services. Above all, content should make the reader think better of the organization as a result of reading the content.”

Firm Objectives vs. Reader Objectives

Effective web strategy starts with your firm’s business objectives: Why do you want people to visit your site? Where does it fit into your sales process? What should visitors come away with when they leave?

It then focuses on your readers: Who is your target audience? Will they take time to read what you’ve provided them? What value are you providing them?

Readers won’t necessarily choose to read what you want them to read. You need to engage them, offer them substance, and speak to them in their language and on their terms.

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