Web site content writing is the art of delicate balancing of targeted web content that helps in overall enhancement of web business. After you've started web site, it's time for developing it. Proper content development aims to establish firm relation between targeted web content and commensurate increase in web business.
In immediate context, web site content writing has direct relevance with the central theme of web site. It defines the space between the extremities of a loosely-focused content and one that is too tightly focused. Since the ultimate test of viability of web business rests on 2 main pillars, namely attracting traffic and conversion to sale, it is therefore essential that proper content writing adequately addresses at least one of the two, but preferably both depending on type of web business.
To better understand the concept of relevance in content writing, let us take the example of 3 travel-related sites. Say one web site is that of a travel agency whose business is to sell tour packages to interested travelers. The travel agency's web site will pictorially describe all places where it arranges tour packages. It will also narrate the important landmarks to visit in each destination, dealing briefly on historical events associated with each. While at it, the travel agency's web site will have to focus on facilities and attractiveness of its tour packages, stressing on benefits in terms of cost and service vis-à-vis other agencies. The main goal of the web site will be to convert its online viewers to willing customers, because that is how the travel agency will earn money to run its web business. In this case, content writing is more tilted toward conversion to sale while attempting to attract traffic.
In the second instance, suppose a web site is operated by a travel infopreneur. He deals on same geographical area as that of travel agency's. But while travel agency sells tour packages, the infopreneur simply provides lot of information about the place. What will be content writing tactics for him? The infopreneur's web site will need to have plenty of relevant content which will mostly be pure information to help viewers gain first-hand knowledge about the place. His web site will therefore not only mention all information about tourist destinations, but will also include such details like the people who inhabit the place, their culture, the local art and crafts and so on. The infopreneur earns money from targeted ads (like Googgle AdSense) which he has placed in his web site. He also earns commission by referring his visitors to the travel agency above and other concerned entities. While the infopreneur will surely nudge viewers to buy tour packages from the travel agency, there will be marked absence of emphasis on conversion to sale as is the case with travel agency above.
Evidently, content writing differs according to central theme of web site as well as nature of web business. In addition to above 2 scenarios, a third possibility could be one where local crafts are being sold on web site. It is a merchant website, and so after the web site has concisely described the place, the people who live and their lives, it will need to branch out to showcase the crafts on sale which is its main activity. The craft web site will have to maintain focus on converting visits to sales, because that is how it will run its web business. As can be seen, in each of these three cases, the central theme changes though the broad subject remains almost same. Needless to say, content writing for each web site will alter in keeping with central theme of each.
Relevant Content Writing Is More Of Content Management
Let us examine the point. As we know, traffic generates from targeted contents which depend on chosen set of relevant keyword phrases. What happens is that based on keyword phrases, you write web contents that directly relate to the central theme of your web site. This is easier to say than follow in actual practice. Often web site content writing becomes either too narrow or too broad in relation to central theme. This is where content writing takes the hue of managing content. This means that every content to be added needs careful analysis as to whether it will seamlessly mix with other contents that are already in place, whether or not the fresh content is a replication, whether it translates to affirmative action favoring web business and how it relates to the central theme of the web site. More often than not, content writing is a balancing act between narrow and broad foci and therefore needs elemental judgment. To err in judging is common and expected. In that case, it will be necessary to unearth the mismatch and remove it/them at the earliest.
Convergence Of Ideas
Before taking up content writing, it is essential to decide on the main direction the web site is to take. Since content development is an ever-growing necessity, it helps over the long term if sufficient attention is given in the beginning itself. A well-structured web site will have clear hierarchy which will define as to how the contents will grow in future. I have come across instances where web site owners ask a couple of hundred contents to be written in 3 months or so. According to me, this amounts to committing yourself too much in advance.
Maintaining targeted content is an art and follows the logic of convergence of ideas. Even a small mismatch in ideas may translate into either overlapping of contents or wide divergence in them. In large organizations, where content writing is divided among clusters of writers, there is real chance of content management going haywire. To prevent such events from taking place, there must be frequent and close coordination among cluster heads and among cluster members. In small organizations on the other hand, rare are instances where content writing falters. Even if that happens, remedial measures are taken fast, and so downtime is minimum. On the flip side, small organizations cannot cater to heavy work-load which only big organizations can.
Summing Up
Since any successful web business is content-dependent, there has to be consensual approach and long-term planning in content management which will be in tune with the central theme of its website. A loss of focus may create havoc in the long term, if not detected and corrected early. There ought to be 'good content, relevant content and more of good relevant content'. Finally the watchword: slow and steady wins the race.
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About the Author
Partha Bhattacharya is an experienced web content provider. This article can also be seen at Partha's blog on web marketing, a big help for small website owners
