Most people think of web content in terms of blocks of text that fill the pages of a website. Sure, the tone and style may be different …or the layout might force the blocks of text into smaller, more readable chunks, but if you were to ask most people to point to the content on their website, they would primarily refer to the physical words alone (or video, as the case may be).

As I’ve talked about before in this blog, content for most organizations hasn’t evolved past the online brochure paradigm adopted from the print marketing collateral days. An organization’s content is still driven by information pertaining to the products, services, about/history, and contact/location of the organization itself.

Problem: It’s Always About You!

Using this approach, website traffic arrives from search engines (or directly) to a website that PROCLAIMS everything it thinks you need to know about the business through the lens of its marketing department.

What’s Wrong With That?

The problem with this method is it fails to take advantage of the technology behind websites that make them so much more than just static brochures. We talk a lot about conversion online, but few websites actually take the time to recognize that a lot of what converts website traffic into paying customers is, in fact, the content …and the functionality of that content.

(This is also why generalist writers often end up writing web content that reads more like a brochure. Their lack of technical understanding of content functionality can impede the user experience-focused interaction necessary for a successful website over the long term.)

Functional Content

Here is a model I use to describe the four kinds of web content that should exist on every website in order for it to be successful. Hat tip to Gerry McGovern who is a passionate advocate of Task-Based Content.

The inverted pyramid is a figurative approach to funneling website traffic leads into customers. Of course, a website’s audience is not only SEO driven but also (hopefully) an online representation of your business as a value-added service for existing customers as well.

Reality Check: The kind of content you have on your website will not only increase its functionality but its overall value to your business.

To borrow from a typical sales model – In order to move from lead generation -> qualified leads -> paying customer, your web content must encourage repeat website visits from both organic traffic and existing customers.

Web Content Ideas For Layered Content Delivery

Here are just a few ideas of the kinds of content that might exist on your website. Bear in mind that the purpose of your website will always trump the type of content and the proportions that are present.

For instance, a government research lab will probably be heavily weighted towards providing mostly information-based content, whereas an e-commerce site might be less inclined to focus on substantive details.

Information-Based: Great source for search engine optimized keywords. Provides general information about the organization to establish credibility and trustworthiness. More does not necessarily equal better.

Task-Based: Great way to build a customer database. Encourages repeat visits through functionality and bookmarking. Asks the site visitor to interact with the website in a way that gives them what they need/value i.e. Download the PDF, complete the form, sign up today, try our online calculator etc.

Community-Based: (or Conversation-Based) A great place for reputation management and encouraging feedback. A source of inspiration for new products/services and evergreening of web content. Social media tools like blogs, twitter, facebook, youtube are an easy addition provided an overall strategy is involved.

Retention-Based: Convenient approach for 24/7 customer service. Password-protected area may be required. This content is most linked to offline business strategy as it provides online value to existing customers. Closed-loop marketing campaigns with offline tactics (i.e. promotions, coupons, give-aways) would be one application of this kind of content.

Unlike print brochures, web content is a two-way conversation between an organization and its customers. That’s not to say that brochure websites aren’t going to deliver results, it’s just that it’s time to make our online conversations more engaging to target audiences by providing content that is interesting, entertaining, and of most value to them.