Content Strategy
Basic Principles of Good Content Strategy
Content is Appropriate & Useful
Content should be right for the user and for the business or organization publishing it. Context is a factor in the appropriateness of content. You need to know who your target audience is to be able to generate text and visuals that they will find useful.
Good Content is User-Centered
Content should meet the purposes and needs of the user—not the needs of the business or organization publishing the website. Avoid proprietary language and explanations that are useful to your business and make wording friendly and understanding to viewers of your website. Often the terminology used in a business is too technical or unclear to website users. Make sure that the site is useful to your target audience, not your company or organization’s managers.
Good Content Clear, Consistent, and Concise
Use plain and simple language and be consistent with wording. It can be helpful to have an actual editorial writing style like APA, MLA, or Chicago Style. All the pages of your website should be written in the same style and with the same point of view. When text is written and presented consistently, it is easier for the reader to understand. Also more words is not better. A website stuffed with redundant, useless material does not meet user needs. Remember the short attention span of website viewers and keep content relevant
Good Content is Supported
Content should be updated when it is no longer correct or current. If you do not have a specific plan for updating the “current news” page of your website at least twice a month, then don’t have a “current news” web page. Content that is hopelessly out of date projects a negative image of your organization. Content updates are not automatic; a human being is needed to make this happen. Do not plan and create content that you are unable to support.