Earlier this week we looked at why Content is King when it comes to websites. In Part II we continue this discusson....
Copy that works well in magazines, brochures and flyers may not work so well as web pages. Content for the web needs, by and large, to be concise and to the point (unless you have a very specialist or patient audience). Be prepared to tailor your content to suit the medium, or – if words are not your strong point – brief a copywriter on the key points that need to be expressed so that they can rework existing material as and where needed.
The fact that the web can get your business in front of someone anywhere in the world without involving a printer or a postal system is undoubtedly a boon. But there is a difference between editorial and distribution. Just as desktop publishing made everyone a publisher but not a typographer, so content management systems can make everyone a website manager but nobody an editor.
Content management is undoubtedly a very wonderful and great thing – your website is increasingly an important first port of call for any potential business contact – and content management means it can instantly be kept up to date. But content management is the implement, not the execution. Think of it like cooking: buying the utensil doesn’t mean turning out the perfect dish. If you buy a saucepan, the shop doesn’t throw in a bag of pasta and a chef for the evening!
Tune in on Friday when we bring you Part III
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