It takes discipline and intentionality to create and maintain content that is clear and concise. The web platforms of undisciplined businesses and haphazard organizations generally stand out not because they contain so little, but because they try to do too much. In the process, they lose potential customers and cause fatigue in over-stimulated supporters.
While many organizations assume an attitude of “the more the merrier” when it comes to content, believing this will naturally result in more attention, more engagement, and more sales (or donations), the precise opposite is more often the case.
Kristina Halvorson, founder of Brain Traffic and author of Content Strategy for the Web, suggests that anyone with a web platform needs to ask two questions to determine the value of content. First, does it support a key business objective? Second, does it fulfill your users’ needs?
Does the content on your platform hold up to those two criteria? An effective content strategy will enable you to confidently answer yes to both.