We’ve been asking that question for years… and so have others that are working in the web development space. Are your clients and target customers paying attention to the blogs, videos, tweets, posts, et all, that you so laboriously struggle to create?

Perhaps a reasonable place to start is by asking another question: do you have a content development strategy to achieve that?

An interesting perspective can be found in this blog post from more than four years ago by Kristina Halvorson. With everything changing so quickly on the internet, it would seem to be rather dated, but most of the points and observations she made then are still valid today.

What stands out as the defining component of that post is her definition of content strategy; that it “plans for the creation, publication, and governance of useful, usable content.” We can boil that down even further to the words useful and usable. If we could all discipline ourselves that before posting anything online, that our content fulfills those two criteria, we would have a better chance of attracting and gaining the followers we desire.

Naturally, before anyone will do business with us, we still need to answer the questions of likability and trustworthiness, but without offering something useful and usable we may never get there…

 

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