From the Editor
Content without a Goal is Unemployed
What's your content done for you, lately?
By: Ardath Albee
Jul. 17, 2009 12:00 PM
Is your marketing content unemployed? What I mean by this is that content, to be of value to anyone, must do something. If your content is not written with the express intention of helping your audience learn, understand or take action about something (or all three), it's just sitting there on your web page, taking up space.
And, quite possibly, driving people away from your website.
A lot of content I come across doesn't live up to its billing. How many times have you read a headline and thought, "yes, just what I'm looking for," only to click through and be disappointed to learn that the headline was geared for generating click throughs but nothing more? That's just one example of useless content.
I come across a lot of content that isn't employable. This condition is usually represented by:
Really irritating, unemployed content can be found on website homepages and consists of a description of what the company does that is so jargon-filled that no reasonable person can ascertain what that might be.
If you want to find your content highly employed, try a few of these pointers:
Highly employable content is:
Content has got to be more than words on a page. If it's not employable, boot it and "hire" other content that works harder for your audience. Yes, this means your content won't engage everyone. Then again, everyone is not your market.
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