| Content Strategy |
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Literally, everything is content! As the web continues to evolve and sites become more sophisticated and interactive, companies are having trouble keeping the site up to date with relevant content that is both interesting and engaging. If your site has nothing to say, then why would a web user stay on your site? One of the most meaningful stats in an analytics report can be the “bounce rate,” or the amount of people that land on your site then realize this isn’t what they are looking for and leave. If I am a web user and I am searching for Product A, and you promote Product A, but when I land on it I only find information no Product B and no relevant info, you’ve lost me as a potential customer. From the writing, to images, to metadata, to videos, and navigation, all of these areas contribute to the overall “content strategy” of your site. If your images are outdated, cropped un-properly, or simply have no relevancy where they are placed, this will have a poor effect on the web user interacting with your site. One of the first things IntelliSparx does with clients is to work on a site map to sort out the structure of the content, otherwise there will be no navigation. We want Web User A to be able to land on the site and realize in that first 3-10 seconds that “hey, this is exactly what I was looking for.” The content must make sense and support the best messages of the site. The content strategy is also extremely important for search engine optimization. Maximizing your content to be read by algorithms and machines is no easy task. With more relevant content and bigger sites, your web site will slowly creep up the search engine rankings. This can be quite a challenge. IntelliSparx covers a wide variety of things when working out a content strategy, including:
Don’t wait until the site is designed before you realize you need to start writing content. It is an ever evolving process, that should be constantly updated and newer, more relevant information brought on to the site once every 3-4 months.
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