I find it interesting that content isn’t normally viewed as an asset by companies and that they have no idea how valuable it is to constantly add meaningful content to their web site. I am guilty of not adding content nearly enough, but I am very aware of how much this hurts our business.
Most businesses we work with produce their own and either don’t believe there is value in hiring a copywriter or their work is so technical in nature they have to write it themselves. This sets the company up for failure if they don’t have a plan in place that carves out time to write content. More importantly, the plan should make writing content something that seems doable. For instance, I am placing the duty on myself to write 200 words of content for our site each work day. 200 words sounds so innocent, right?
But here’s the problem with writing content, even 200 words. You need a plan, a strategy. Where does that plan come from? Well, who are you trying to attract? Everyone? Well, that’s a problem in itself. Your services or products won’t be used by everyone so why try to cast a net for everyone? Why not write to the very audience that you most desire? Or, as is my case, why not at least write about the things you are discovering along the way that make your business more valuable?
My blog posts will be thick with content strategy ramblings at least for the month of March because I am fascinated by the subject. I want to know how much I know and I want to solidify a foundation that our business can work off of so we can produce more consistent results from project to project.