Posted by wrttnwrd
Forget content marketing, SEO content, and whatever else as you know them. We need to fundamentally change our approach to content.
It’s not an add-on or a separate thing. It’s an inseparable part of the user experience. Let’s act that way.
Content: the silent epidemic
Your site’s infested.
Most organizations treat content like some kind of horrific disease. They try to shove it as far away as possible from the “real” web site, like a bad case of body lice.
Where do they put it? The blog, of course:
Don’t worry, this isn’t another put-the-blog-on-the-site-dammit rant. Hopefully, you already understand that
blog.site.com isn’t as good as site.com/blog.
They also incorrectly define “content.” Content isn’t “stuff we write to rank higher” or “infographics” or “longform articles.”
Content is anything that communicates a message to the audience.
Product descriptions? Content.
The company story? Content.
That video of your company picnic that someone posted to your site three years ago and shows everyone dressed as Muppets? Content.
If it says something, shows something, or otherwise communicates, it’s content.
Change your approach
We all need to change our entire approach to content. Treat it as part of the user experience, instead of a nasty skin disease:
- Integrate content that can enhance the user experience
- Optimize what you already have
Integrate content that can enhance the user experience
Interlink and integrate related information. That includes connecting promotional to informational and showing related visuals and text on promotional pages.
“Promotional” means product descriptions or anything else that “sells” an idea or makes a call to action to the visitor.
Companies are terrified of this. They believe it’ll send customers away. But it doesn’t happen.
I have never seen revenue drop because of interlinking or other integration. I
have seen it generate long-term customer relationships, increase referrals and increase near-term conversions.
Link to the blog
If nothing else,
link to relevant blog posts. …read more