A.O.B.
Online, content is king (and queen)
Published: 08 November 2008
A programme in BBC Radio 4’s Iconoclasts series, ‘The internet is killing our culture’ allowed web entrepreneur Andrew Keen and a panel of leading internet professionals to debate Keen’s proposition that Web 2.0 is anarchic and destroying culture of real value.
After listening to the programme, I reflected that the experts the BBC assembled agree with what we at The Governance Partnership have long been advising our clients: when it comes to websites, content is king.
When speaking of blogs, podcasts and self-publication, the Iconoclasts experts pointed out that although the web is open to all as a communication tool, the best self-publishing sources are still those that clearly identify themselves as knowledgeable and demonstrate a clear authority on or valuable insight into the topic upon which they comment.
So, how might a business or organisation build up its online credentials and develop a content-driven website? Here are a few simple guidelines:
First, write solid content. To look top-notch, you need to act the part. Grammatically-correct, error-free and well-structured text is just the start of success for any website. The content must be focused, meaningful and properly targeted at your organisation’s intended audience.
Second, demonstrate your organisation’s track record of success. Client listings, case studies and customer testimonials are simple ways of illustrating how and why your organisation is on top of its game. Detailing the extensive experience and professional accomplishments of your senior management is another.
Third, speak to the area of expertise that your organisation possesses. A great way to do this is to blog on the organisation’s website. Regular postings on topics of the day, recommended best practices, or even a bit of professional insight can give your website the gems it needs to stand out from the thousands of other sites online.
Following the advice of experts is often a great way to get ahead. In this particular instance, I couldn’t agree more.
Liam Dempsey is an associate of The Governance Partnership.