It is only a slight exaggeration to say that without quality content a web service is useless. Therefore, content production is one of the biggest challenges in implementing a functioning web service. This requires content expertise and time, and the work of content production does not end with the publication of the web service.
The content structure determines what content is included in the service and in what order. In content production phase, plans are turned into action as the content structure and necessary content are implemented to an online service.
The most typical reason for the delay in the release of a web service is the delay in content production. Therefore, content production must be carefully planned, scheduled, and resourced.
Sources for content production
For example, the previous web service, marketing materials, annual report and sales presentations can be used as a source in content production. If it is possible, utilising in-house experts in content production increases the number of resources. A dedicated content producer is a good solution for ensuring the quality and smoothness of content production.
At what point of the project should the content production start? The simple answer is: the sooner the better.
Scheduling the content production
A common mistake is that the content production starts too late. This is the most typical reason for the delay in the release of a web service. Alternatively, the site is released as scheduled but with unfinished content. At what point of the project should the content production start? The simple answer is: the sooner the better. There is no such thing as content being ready too soon. Once the content structure has been designed and the next design phase begins, it is high time to get the content production going.
The first versions of the content can be created, for example, with a word processor, such as Word, which we all are familiar with. However, the actual content production is done using the presentation methods used in the web service. This means using different content formats, page templates, and content modules to present different content. The same content can be presented on a webpage in several different ways, and therefore structuring the content with the web service tools is a key step. Especially, when the goal is the best possible overall user experience.
Content is not just text
The most commonly used content formats in web services are text and images. There is plenty of work in the production of these already, but there are also other options such as videos, tables, and infographics. If it is possible to invest more resources in content production, it is recommendable to use various content formats. In addition to own resources, subcontracting can (also) be used in content production. We are also happy to help with content creation.
Content production is an ongoing task
Producing content for a web service means doing it continuously, it does not end with the publication of a web service. New content is needed, for example in the form of news, blog articles or descriptions of new products and services. Without continuous content production, the service will in practice be at least partially wasted.
Continuous content production is also important for search engine discoverability.
Continuous content production is also important for search engine discoverability. Google loves fresh content, and actively updated web services rank better in search results.
Google and content
Researching people’s search engine behaviour provides valuable insights into content-related needs and desires:
- what topics are people looking information on
- what keywords are used to search information
- how many searches there are on different topics and different keywords
- from which web services do people currently find the information they are looking for?
When search engine behaviour is taken into consideration already in the beginning of the project, the foundation for good search engine discoverability is also built. Considering search engine behaviour is critical. Learn more about search engine optimization here.
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