Jul 31, 2018

Bad Corporate Websites... Do You Have One?

Have you ever visited the website of a large corporation and wondered — why aren’t some of their enormous profits going to the creation of a better website? Bad corporate websites are easy to come by. They often fall prey to stale design, unfriendly UX and lots of outdated copy.

Making a business website that truly works — a website that sells, while conveying your brand and value — requires taking a step back and reevaluating the fundamentals. It requires developing a content strategy that fuels the continual creation of successful content for your business.

How to Create Unique Content

When looking to create unique content, every sentence should have a purpose, a driving force. This driving force is content strategy.

Content strategy defines your “why,” e.g., Why are you creating content? Why this content? Why here? In the process, it also answers other critical questions: Who is your content for? What’s it about? Where does it live? How is it presented? As Kristina Halvorson, author of Content Strategy for the Web, puts it, “Content strategy plans for the creation, publication, and governance of useful, usable content.”

When developing content strategy for our clients, we research, interview, audit and discover what makes your company special and what your audience needs to know. This can involve surveys, content inventories, core messaging development, stakeholder workshops and competitor analysis. We blend the findings with your business needs and best marketing practices into an intelligent, actionable strategy, and that strategy informs everything else we do.

We use content strategy as the driving force behind each line of copy we create because, in the words of our founder, we don't write garbage. And neither should you. Garbage content isn’t unique or interesting. It’s content for content’s sake — or worse, for filling up space on the page. And you’ll find it on websites ranging from Fortune 500 companies to fast-growing startups.

Taking a step back and addressing the “why” behind each page of your website — and each paragraph, and each sentence — will help you create something that’s both useful and usable for your target audiences. It may sound daunting, but it’s well worth the effort — for you and your customers.

Want to learn more about content strategy? Here are five books we recommend for word nerds. Need help developing a strategy of your own? We can help.


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