SpinSix Strategic - Marketing Design

Web content is any text, graphic image, video, animation, document, etc. that is used on a Web site or Web page. Your Web content strategy is your plan for the producing, publishing, updating, managing, and disseminating this content on the Web (usually your own Web site). This strategy should be based on your overall goals for your overall Web site or group of pages within a site.

Just as content can be presented in a variety of formats, there are a number of ways to produce, publish, manage, and share that content. Content can be "evergreen" (updated very infrequently or never), updated periodically, or dynamically generated on-the-fly, such as with database-driven content or personalized one-to-one-marketing.

The type of content you use on your Web site is determined by one or more of the following objectives:

• To attract prospective customers who are using search engines to find information
• To provide structured information for visitors who browse once they visit your site
• To provide structured information for visitors who search (via search box) once they visit your site
• To compel visitors to complete a specific action (such as to make a purchase on your site)
• To position yourself or your company as "the right choice," an industry leader, etc.
• To entertain, inform, educate, or otherwise attract as many visitors as frequently as possible
• To encourage your site visitors to contribute their thoughts and ideas (which you then use as content to attract others)

At SpinSix, we understand that writing for Web users is different than writing for any other type of media. Experienced Web copywriters understand how the peculiarities of Web usage (such as rapid skimming and short attention spans) should affect the structure and presentation of Web copy, including paying careful attention to paragraph length, pagination, the use of subheadings, and bulletization.

We also know that you need a plan for not just producing that content but for managing and maintaining it in a low-cost, convenient way. We offer content creation (including copywriting) services as well as customized Content Management Systems (CMS's) and systems to fit every business' needs.

See Also:

Content Management System Integration, Content Syndication/Data Feeds, Copy writing, Dynamic/Personalized Content, Writing for Search Engine Visibility