A Checklist for Content Work

by Erin Kissane

20 Reader Comments

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  1. Margot Bloomstein was recently out working with us and I got a chance to flip through the new book. Definitely planning on ordering a copy of our own.

    Working in the web development/design industry for over 15 years it’s great to see content strategy getting a well deserved focus these days. Anyone who’s been in the game for a long time will tell you that one of the top reasons a project will fail is when content and message architecture is ignored or minimized.

    This is a really useful checklist. Thanks!


    Nice work!

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  2. I sometimes find it difficult writing website content myself, especially when SEO is involved, as it can be hard to write several pages of varied content, having to fill a word limit and without repeating yourself.
    Good, clear checklist here, definitely something to keep in mind for future projects. I agree that there is nothing worse than going on a site and seeing streams of content, it really puts me off reading any of it, and I would probably just leave the site if what I was looking for wasn’t clearly marked.

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  3. That I find is one of the hardest things to get across to clients. They can be so self absorbed in their business that they never stop to put themselves in their clients shoes. Their content can be technical, bland and as interesting as watching paint dry.

    Once they see their content from the clients point of view you can almost see the light bulb go on in their heads.

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  4. I think the value of content depends on the author/site owners goal. Blogs are written for retaining a reader audience, while press releases are intended for making an announcement. It can be difficult to make a product announcement interesting and viral, but thats not the point. This is just one example of how none interesting content can also be valuable.

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  5. The concept of usability occasionally takes a backseat in web design, sadly, but not as often as it does in content writing.

    Making content user-centered really goes hand in hand with good site structure and navigability. It can be difficult to write content that is functional (useful) when there isn’t a clear concept of what its purpose is in the scheme of the site.

    This article is an excellent resource for generating usable content for usable sites and preventing content bloat.

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  6. In this fast paced world I an very aware that being concise is right on the money. I also liked the venn diagram of physical, emotional and information.

    I exclusively write for my dog walking site. This means that my target is one third of families in my local area. I constantly struggle with topics that might be of interest to me but have too much detail for the reader. So what does my reader want? They probably will view the articles now and then if I walk their dogs, but maybe not even then.

    It seems my content is to expand my reach into the long tail of google and for article sites (which now I have found I have to re-write an article so I dont get caught in the duplication trap.

    My biggest trick is researching facts and presenting them as interesting, and even tied back to my dog walking. I found by reading scientific journals that dog behavior is a real ‘rabbit hole’ of information that most people have no idea about. So in a way I am lucky that I have such a deep interest in my topics. Do I make them concise enough, or do I provide enough detail to support my (and others) theories? That at the end of the day is the question for me, as well as, did I entertain my reader …  I truly hope so.

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  7. I would like to add some useful tips to your wonderful article on how to write content for your website “Make sure that your website works for your business. A website that works must have the following characteristics: otherwise it is nothing more than an oversized electronic business card. It must be appealing and professionally designed. Mare sure that the first impression a potential customer gets from you is a positive one
    It must allow for better communication channels between you and your customers or prospects. Your contact information shouldn’t be more than a click away
    It must give visitors a good reason to return to your site. Here, content is king
    Do not make a sales pitch in every paragraph …”

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  8. As a burgeoning copywriter all this brain food is brilliant. Cheers

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  9. I could not agree more with your retake on the old “Content Is King” maxim – it’s all about delivering relevancy.

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  10. When I first started my blog, I was obsessed with SEO and putting up content as quickly as possible so that my pages could be indexed by the search engines. This practice resulted in a low conversion rate and an extremely high bounce rate. This article hits the nail on the head. Without good content your blog will not be successful, no matter how many visitors it gets.

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