A few words about content

THE written word is often overlooked in the rush to embrace website pyrotechnics, yet it is the single most valuable tool available to organisations striving to secure or enhance brand reputation and performance through their online presence.

Statistical analysis shows that 99 per cent of all web communication is done by word, yet technical and functional wizardry have been allowed to elbow their way past eloquence and traditional communication values to claim a vaulted position from where they dazzle and win the attention of suggestible corporate executives who hold company purse strings.

All sensible evidence would suggest that to permit something as fundamental as language to become an afterthought worthy of only a meagre share of available budgets is irresponsible or foolish.

Yet this dismissive treatment of words prevails in many quarters, to the dismay of those who value language and use it professionally and who, despite having been kept out of the design-stage loop as often as not, are frequently called upon to chuck some words on to a website skeleton, months after its conception and in return for a pittance – because funding has been gobbled up almost in its entirety by the technical developers.

Why web developers outnumber content developers is a mystery.

It is widely accepted that media magnate Sumner Redstone is the man who coined the phrase “content is king” (although some say Bill Gates has that accolade).

Redstone was and is convinced that content is the only thing that will increase business, make a brand popular with the public, build sales and scorch a company name into the minds of millions.

More and more businesses – from small, start-ups to corporations that are held to be the best in their sector– have altered their marketing plans over the past decade to prioritise written or spoken messages, despite each new development in the world of technology.

From the creation of the internet to the establishment of cell phones and their increased capabilities, to Google, Facebook and Twitter, companies have learned that content is the one thing they must master in order to build their client list.

But the one problem that is still being dealt with is: What constitutes valuable content? Speak to us at WordMediaCo, and we’ll show you.

©WordMediaCo Ltd. If you wish to reproduce or translate this article, you may do so, provided you add the following credit: This article was written by David Boyes. He is a media consultant and trainer who empowers businesses to use social media more strategically. For more information visit: http://www.wordmedia.co