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Judith Snyder
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website design services  |  content strategy

What is Content?
Content is your text, images, video, and audio on your website. Content might also include your discussion boards, blog, ecommerce, newsletters, and social media.

Why is Content Important?
In earlier generations of website design, university courses emphasized that "Content is King." This still holds true today. Visitors don’t come to your organization’s website to see the latest technology fad (remember Flash), they come to perform a task (purchase, view a movie, download, signup) or to find information about a topic. They want to do this as quickly and painlessly as possible.

Content is the heart of your website and differentiates your site. Content can make or break your credibility on the web.

Content Strategy, Information Architecture
Content strategy, user experience, and information architecture (organization of information) should all be well-integrated to produce a successful website. Content strategy is not just posting text, images, and multi-media to your website. Rather content strategy involves:

  • prioritization of content
  • grouping of content
  • complex content versus paragraphs
  • format of content for scanning (the way visitors read on the web)
  • relevant content
  • descriptive content
  • content as it relates to visitors
  • content as it relates to Google
  • business credibility
  • what content not to use
  • when to use bold, italics, different font colors, white space
  • what images should be used
  • which social media to use, videos, audio
  • guidelines for newsletters
  • linking
  • what are best practices
  • what types of words to avoid
  • why you should use NOT use "keyword stuffing" for Google
    • "Keyword stuffing is considered to be an unethical search engine optimization (SEO) technique, which leads to banning a website from major search engines either temporarily or permanently.... This method is completely outdated and adds no value to rankings today. In particular, Google no longer gives good rankings to pages employing this technique."
      Wikipedia, Google

How easy is it to find relevant information or perform tasks on your website? Are you going around in circles on the site like a phone menu system where you can’t get to a real person? Or can you find your movie quickly? This is findability. If the site is easy to use, visitors will come back. Netflix is successful because they provide what you want quickly. They continuously improve the website to make it easier and faster. They don’t fall prey to website redesigns where you have to learn how the website works all over again. Content, content strategy, usability (user-friendly), and information architecture all play a part in findability.