Web Content Strategy

(repost, original post date Thurs., July 2, 2009)

I want a “Pet Corner” on my web site

I cannot stress this enough as a web strategies, it is imperative web site content support company’s goals & mission. The way I look at it, the website is an extension of the office that stays open 24/7/365 and content must be presented in a professional, streamline, easy to read manner.

Content managers should shy away from content that does not support the organization’s branding strategy and goals. Presenting content, resource will only confuse your web visitors, especially if potentially they could be donors or consumers looking to donate to your cause or purchase your products.

In addition to presenting concise and mission-focused content, the font name, size and colors must be consistent with the organization’s colors and graphics standards and guidelines. The images and photos presented on the site should be high quality and aesthetically pleasing to web visitors. Images and photos on the page must have a purpose–clearly defining the purpose will help tell the story.

Companies should invest money in hiring the best content managers and copywriters to help ensure that web content is in line with the overall mission. If your web visitors do not believe in the products and services you sell online, they will not invest in your products or want your services, which will potentially hurt your bottom line.

To produce concise and mission-focused web content, you need the best content management system. There are several CMSes floating around in the marketplace. No one CMS is created equal, therefore you must look at the overall need of your organization and decide which CMS will not only be cost-effective but also provide the best ROI at the end of the day. Some of the most commonly used CMSes are Ektron, Contensive CMS, Vignette, MS SharePoint–the list can go on–but picking the right CMS for your budget, platform, needs is key. At the end of the day though, it is about the content, usability, functionality on your web site that will determine whether or not your web visitors return. And you want them to return.

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