Back in 1996, Bill Gates coined the phrase “Content is King” in an essay published on the Microsoft website. Gates’s claim quickly gained traction, and 25 years later, “content is king” still enters the conversation, when discussing digital value or a website redesign.
I don’t disagree for a minute that content is king — for all of the good reasons that Bill Gates cited back in 1996, and then some. The current competitive imperative of SEO has added an entirely new dimension to content’s kingship.
Too often, though, when redesigning websites, conversations concerning when, how and by whom content writing for a website will be created get pushed to the sidelines. Content creation ends up as an afterthought.
The fact is, content writing (and digital content strategy) for a website is a specialized skill, and it takes a lot of time.
For many, though, there is a belief that shoehorning existing content into the architecture of a new site should be easy, or at least manageable, or something that a few SMEs should be able to take on — possibly with the help of some AI tools to expedite the process.
Sometimes marketing directors who have the context and organizational expertise, along with a thorough grasp for the voice and vision of the new site step up to the task of content creation with a sense that it actually shouldn’t be that difficult — despite a calendar that’s already packed with meetings, deliverables, and to-dos.
The result of content not being treated like a king is that, time and time again, it emerges as a pain point. Website launch dates get delayed and teams scramble to fill a void.
Not surprisingly, this is not an approach that fuels optimal outcomes.
Websites now serve as the essential representation of an organization’s brand, and that great design only works if the content is powerfully and strategically aligned. Unless an organization has a content writer as part of their marketing team, we at Solid Digital are strong advocates for contracting with a writer or agency specializing in website content writing services.
Here are our top four reasons why:
At Solid Digital, we take an integrated approach to redesigning websites that drive digital value and focus on future growth. Looking to continue the conversation concerning a web content creation process that amplifies your brand and aligns with the design of your website. Contact us today!
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