Whenever I teach a writing or content strategy workshop, I inevitably get this question: “How do we manage stakeholders and internal clients who want to add more content to the website? We know there’s already too much there.”
“We know we have too much content,” participants lament, “but we can’t seem to convince our stakeholders that it’s too much.” Complicating this “too much content” challenge is that studies have shown the more time people spend on a website, the higher the chance they will convert, i.e., become a customer.
Content strategy tools to the rescue! What you need is a content core model*: A set of questions that stakeholders must answer before adding more content to the website.
5 Questions to Ask Before Adding Content
Here’s how you use the tool: Before adding content, stakeholders must answer the following five questions in a form. If the content is SO important that it needs to be on the website, they can take the five minutes it takes to answer these essential questions:
Who is the target audience?
Which task does this cover?
Which business objective does it cover?
How will users find this content?
Why is the website the right channel for this content?
If stakeholders provide appropriate answers, and they follow the two main objectives of content strategy (satisfy business goals AND user tasks), then perhaps the content does belong on the website.
*Hat tip to Ida Aalen, who taught me these during her fabulous presentation at Confab Central 2014.
As we begin a new year, I love looking back at what we learned the previous year. Our most popular blogs of 2021 give me a glimpse of the trends that are likely to continue into 2022. Check out these hot healthcare marketing topics from last year. Each topic is...
We’re the kind of people who watch the Super Bowl for the ads, so it makes sense that this is one of our favorite blogs: Reviewing this year’s hospital commercials and choosing our favorites. But it’s about more than just watching amazing, creative, inspiring ads. The...
When consumers need help with health-related concerns, they pick up their phones. But not to call for assistance. Who has time for that? They’re hitting their browsers, hoping to get answers in as few clicks as possible. And savvy healthcare organizations are using...
You write in plain language, use video explainers and apply all the web writing best practices. So your content should be clear to just about everyone, right? No. Not even close. Because you need to consider the relatively low health literacy and health numeracy of...