Is your content part of the user experience?

Content marketing remains the Marmite of discussion on my favourite hangout for engaging with copywriters across the globe: twitter. Some love it: singing its praises as a new way to make brands connect with customers. Others prefer the more traditional methods of emailing and calling. But with this incessant marketing, how many websites are getting the content right? How many are weaving it throughout the core of the user experience?

Nobody puts content in the corner

Excellent content uses all of the space

About ten years ago, I met someone who walked around the beautiful beaches of Cornwall in ripped up shorts, a guitar and an obsolete lack of direction. Soon, he turned the MSc in Physics he’d gained into a mastery of SEO: which was a mystery to me at the time. I wrote a lot, and was prolific on social media; one day he told me I’d probably be a really good copywriter.

“I write for passion!” I exclaimed dramatically, never dreaming to deign to write for corporations.

Now I am a full time copywriter, I do think back to those days; knowing that my values haven’t really changed. Yep, I write for small local businesses now, but I still write with passion. My storytelling on client websites is driven by my innate fascination with words, etymology and storytelling. I want to shout it from the rooftops. Even the funny ones.

But how are clients; corporations, brands using their approach to content? Every single word shaped on this site, on any site, should be making use of the great storytelling capacity of copywriters.

No copywriter  puts content in the corner

Like the gunpowder mills at Kennel Vale, Cornwall, content can become obselete

It’s as important as the design! I don’t want my well-honed stories to sit there redundant; like the old gunpowder mills at Kennel Vale. You see, some websites treat content as a disease: something that should be hidden away in a category labelled ‘blog’ just because that’s the new SEO, don’tcha know?!

Remember school discos in the 80s? Maybe before. Either way, I remember the early ones as boys on one side; girls the other. We forgot to use the whole space.

This is the problem many websites have with content.

Content is everything within that site. And out of it too. Social media interaction? Content. Product descriptions? Content. About Us? Content. Images? Content. Landing page? Yep, content too. Don’t limit it to blogs and don’t relegate them to some dark corner.

Nobody puts content in the corner.

 

Integrate content throughout the site to optimise and enhance user experience of the whole space. Link everything together: from the images of your staff party to your ethos, from the press success you have had to the funny anecdotes about what went wrong this week.

All of this is content, all of it is communications and all of it helps people to engage with your brand.

Our very name palaver maven means expert of communications in ye olde playful English and so we know a little bit about effective content use and communicating with brands, for brands and with customers. To have a chat about anything related, please call on 07729263818 or drop me an email on the contact page. A

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