The Case for Web Content Planning – Part 1

August 28th, 2007

If you’re new to the wide world of the web, or even considering the relaunch of an existing site, then you should really be giving some thought to a strategy for content.

A lot of sites around today happened without a content plan: they simply grew organically from the germ of an idea and the basis of a design. That’s all right for hobby sites, but when it comes to content for a purpose wishy-washy organic won’t cut it.

Obviously, you want a richly-populated, deeply interesting site; one which will attract those all important back links from popular sites because it has something interesting to say. Like a novel, every good website content needs a plot. And while that plot may develop over the coming years, it should always fit perfectly with your business objective at any point in time: there should be no gaps, no awkward pauses, no pages that are hinted at but just aren’t there.

So from the get go, you should have a plan for web content so that as your business grows, the content grows with it. Get it right and within five years you’ll have a huge resource on your hands with a minimum of effort. Get it wrong and you’ll be left with a nightmare of time-consuming revision, rewriting and damaging contradiction.

Back-Breaking Back-Links

And there are great SEO benefits in well-planned and seamless content. Right now you’re probably thinking about cross-linking campaigns and not looking forward to the prospect. It’s a laborious enterprise and more trouble than it’s worth, not least because the websites most likely to reciprocate are those with the smallest page-rank and hence the least clout SEO wise.

But, if your site is full of interesting joined-up content, there’s more chance that sites with good page rank will link to you automatically. You don’t have to be a TIME, Wikipedia or a BBC to be interesting enough for TIME, Wikipedia or the BBC to link to you: you just have to be relevant, original and authoritative.

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