Why Our Content SUCKS. And How To Make It BETTER!
In an interesting presentation from www.slideshare.net we get an insight into how to create great content.
10 Ways Our Content Sucks
- We think of content as just being another commodity instead of a mission-critical business asset
- We publish as much content as possible instead of curating a compelling collection
- We don’t plan, edit, or schedule our content, so we’re not relevant or ready for an opportunity (nor for a crisis)
- We planned, but failed to get content support instead of building our base
- Our content is useless, unusable, and/or inconsistent instead of being clear and complete
- We design first and then just plug the content in later instead of designing from the content out
- Our platform dictates how our content works instead of our content shaping the platform
- Our content doesn’t have structure, so it’s neither responsive nor adaptive and can’t be reused
- We don’t use metadata to describe our content so it can’t be found without Google because our on-site nav and search don’t work
- We don’t think beyond the page, so our content isn’t portable to new social and media platforms
The good news is that there is a solution for this with Content Strategy.
According to wikipedia, content strategy is :
Content strategy refers to the planning, development, and management of informational content—written or in other media.
Content strategy has been described as “…the practice of planning the content creation, delivery, and governance.” and “a repeatable system that defines the entire editorial content development process for a website development project.”
The processes behind content strategy and more information about it can be found bellow.
Also, more information about this presentation can be found at http://www.jonathoncolman.org/2013/02/24/why-our-content-sucks/.
A list of related resources about content strategy can be found at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/.
- Every Brand Will Need A Content Strategy (darmano.typepad.com)
- Why Your Entire Organization Should Live Your Content Marketing Strategy (zemanta.com)