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    Thursday
    Jul122012

    In website development, which comes first: the content or the container?

    If you keep leftovers in your refrigerator, you know that different items require different storage containers. Some things do well in plastic bags (hard things, like carrots or cucumbers), while other items do not (sauces, if they aren't frozen). Some things keep better in hard containers, while other items do best wrapped in aluminum foil. The point is, for optimuim storage effectiveness, the contents dictate the container, not the other way around. Same is true with marketing.

    Most local marketers spend 80 percent of their time trying to figure out which media to use and use the remaining 20 percent (or less) to develop their message and positioning. Well, it may be an Internet 3.0 world, but business owners still approach marketing as if it were 1970, focusing on media first and message second, third, fourth or, sometimes, not at all.

    That old line behavior today translates to designing and building a website first and then, almost as an afterthought, thinking about what information to put on it. Most local business owners figure if they need a new website they should call a web developer, someone who is technically proficient but usually lacking in real marketing skills. All the attention and time is put on things like graphics, photos, layouts and other style issues. Then, after all those elements are worked over (and over), the developer usually either copies over the words from the old site or asks the business owner to "send me some content so I can fill up these pages." Six months to develop a website and 30 minutes is devoted to the most important element: the words!

    Here's an article from the Content Marketing Institute on how to change the process. As I've told my clients: spend 80 percent of your time focusing on your message and your target audience and you won't need the remaining 20 percent to decide the media-- or the layout of your website. Content should always determine the container, not the other way around.

     

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      Marketing Strategies and Consulting for Small Business - A Tool of Ignorance - In website development, which comes first: the content or the container?
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      Marketing Strategies and Consulting for Small Business - A Tool of Ignorance - In website development, which comes first: the content or the container?
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      Marketing Strategies and Consulting for Small Business - A Tool of Ignorance - In website development, which comes first: the content or the container?
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      Marketing Strategies and Consulting for Small Business - A Tool of Ignorance - In website development, which comes first: the content or the container?
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      Marketing Strategies and Consulting for Small Business - A Tool of Ignorance - In website development, which comes first: the content or the container?
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      Marketing Strategies and Consulting for Small Business - A Tool of Ignorance - In website development, which comes first: the content or the container?
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    Reader Comments (1)

    In creating a website, content of the site has its own importance. Don’t give all importance to its designs, graphics etc…Content also has the same importance. By reading the content only we can understand about a firm.

    August 27, 2013 | Unregistered CommenterHeera Krishna

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