March 26, 2007 16:44
Category: Writing
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In immediate context, website content positioning holds direct relation with the central theme of a website. It defines the space that exists between the extremities of a loosely-focused web-content and one that is too tightly focused.
Since the ultimate test of viability of web business rests on 2 main pillars, namely attracting traffic and conversion to sale, it is therefore essential that content development adequately addresses at least one of the two, but preferably both depending on type of web business.
To better understand the concept of content development, let us take the example of 3 travel-related sites. Suppose one website is that of a travel agency whose business is to sell tour packages to interested travelers. The travel agency's website will pictorially describe all places where it arranges tour packages.
While doing so, the website will constantly endeavor to lure viewers to become customers, because that is how the travel agency will earn money to run its web business. In this case, website content positioning is more veered toward conversion to sale while attempting all the time to attract traffic.
In the second instance, suppose a related website is operated by an infopreneur. He deals on same geographical area as that of travel agency's. But while travel agency sells tour packages, the inforpreneur simply provides lot of information about the place, including the people who inhabit the place, their culture, the local crafts and so on.
The infopreneur earns money from targeted ads (like Googgle AdSense) which he has placed in his website. He also earns commission by referring his visitors to travel agency above and other concerned entities. What will be content development tactics for the infopreneur? He will certainly emphasize more on attracting traffic to his website. The more targeted traffic visit his website, more is his chance to succeed in his web business.
As you can see, website content positioning differs according to central theme of website as well as nature of web business. In addition to above 2 scenarios, a third possibility could be one where local crafts are being sold on website.
It is a merchant website, and here too the website will need to describe the place and people, branching out thereafter to craft-related details while maintaining focus on converting visits to sales. In each of these cases, content development will alter in keeping with central theme of each.
Website Content Positioning Is More Of Managing Content
Let us examine the point. As we know, traffic generates from targeted contents which depend on chosen set of relevant keyword phrases. What happens is that based on keyword phrases, you write web contents that directly relate to the central theme of your website.
This is easier to say than follow in actual practice. Often website content positioning becomes either too narrow or too broad in relation to central theme.
This is where website content positioning takes the hue of managing content. This means that every content to be added needs careful analysis as to whether it will seamlessly mix with other contents that are already in place, whether or not the fresh content is a replication, whether it translates to affirmative action favoring web business and how it relates to the central theme of the website.
More often than not, website content positioning is a balancing act between narrow and broad foci and therefore needs elemental judgment. To err in judging is common and expected. In that case, unearth the mismatch and remove it/them at the earliest.
In large organizations, where content writing is divided among clusters of writers, there is real chance of website content positioning going haywire. To prevent such events from taking place, there must be frequent and close coordination among cluster heads and among cluster members.
In small organizations on the other hand, rare are instances where website content positioning falters. Even if that happens, remedial measures are taken fast, and so downtime is minimum. On the flip side, small organizations cannot cater to heavy work-load which only big organizations can.
Summing Up
Since any successful web business is content-dependent, there has to be consensual approach and long-term planning in website content positioning in commensurate with the central theme of its website. The watchword ought to be 'good content, relevant content and more of good relevant content'.
Balancing between ideal content and improving web business calls for close planning and clear understanding of objectives aimed at. This is what website content positioning is all about. When you do content development, you need to create content that is relevant to your website's central theme and meets overall objective of your web business.
