What’s the Point
Or more specifically, what’s the purpose? So much of the web content we see on a daily basis is fluffy and unhelpful. We have very little patience on the web, so when content wastes our time, we get frustrated and leave.
To know whether you have useful, helpful and appropriate content, you need to know what that content is supposed to accomplish. The more specific you can be, the better the results you will achieve.
Let’s look at an example together:
A university wants more students to apply. Consider the following possible purposes for recruitment-related content:
- Increase enrollment: This is so vague that is almost meaningless and likely to produce weak content.
- Increase online applications: Getting a prospective student to apply online is made up of many small tasks like discussing benefits, demonstrating value and asking people to apply now. If your goal is this imprecise, you won’t know where to focus your content.
- List the benefits of studying at this university: Now this is something a chunk of content can actually do. But if we don’t know who we are speaking to, it is difficult to be specific
- Show high school students how studying at this university will benefit them: If you can find out what high school students are looking for as they make their decision about which university to attend, you can create content that specifically addresses those needs and desires.
If you can outline a clear purpose for every chunk of content in your project, you’ll be in a much better position to create, evaluate and revise your content successfully.
Emily Amos of Word Savvy is a Halifax copywriter and web content strategist.