There is one thing that these three statistics make abundantly clear; content is what gives websites weight. Without consistent, quality content, a website is nothing more than a fancy business card. After we acknowledge the importance of content, the question becomes: How do we effectively create content that provides value to our target user?
At Zenman we’ve already come up with a solution. We address content’s importance by maintaining the “content first” philosophy for every project we develop. It’s a mindset – a way of operating that creates a better final product.
It’s fantastic to make the claim that your agency is “content first,” but what does this really mean? Does it mean you’ll have all content written before the design phase starts? Not necessarily. The pace of work flow generally requires teams to work on more than one aspect of the website at the same time. It does mean, however, that content takes a central role in the entire design and development process.
Too often, content is an afterthought in our industry. Pages are conceptualized, designed, planned, and implemented without any serious thought on the heart of the site, its content. The prioritization of content is something that needs to change, and it’s clear that marketers realize this. Strangely, it is still common to see situations where content was an obvious afterthought, or just poorly written in the first place.
Once again, let’s turn to the numbers to examine the importance of content when it comes to marketing your company:
- 69% of marketers currently claim that content is superior to direct mailing or PR in obtaining new clients or customers
- 76% of marketers blog on a regular basis, and 73% are publishing case studies
- Brands that create 15 blog posts per month average 1,200 new leads in that month
- 32% of marketers are producing significantly more content than in the previous year.
It is clear how important content is to a solid marketing strategy, but these numbers don’t reveal the whole story. It’s important to understand that if you want your website to be noticed, producing a large amount of irrelevant, boring, or poorly written content isn’t going to help at all. Remember the statistics leading off this post – pointless content will do nothing but frustrate users.
Content first addresses the issues of content creation head-on. Instead of putting together the entire website and then worrying about what the content will be, it’s already covered. Early on in the process, the content’s direction, as well as how it will fill into the design of the site, has already been considered and established. Beyond that, the best content-first strategies are going to take SEO into account as well. They’ll find the most relevant keywords to use – without stuffing the words into content just for the sake of having them there.
In the end, this results in a website with well-written, relevant content, giving the site owners the absolute best chance for success.
It’s OK to seek help with your content!
Believe it or not, there’s a science to writing efficient and impactful content. It’s not as black and white as good writing versus bad. You might be an excellent writer, but struggle to write content for your website that draws traffic and keeps users engaged. In fact, without a deeper understanding of content marketing, search engine optimization, and website creation in general, it can be nearly impossible!
When it comes to large organizations, 72% of them are outsourcing their content creation – they understand that putting forward the best content possible is one of their keys to success.
Content MUST to be an essential focus when you’re building a new website.