Getting a web site for your business is a challenge. You know that you should have a site, because increasingly your customers and market are online. But you don’t know much about web technology and you don’t want to be taken for a ride.
All this talk about SEO and social media strategy and domain names and information architecture … can’t you just have a basic site that works?
Of course you can.
What businesses are beginning to realise though, is that content strategy is part of the basic package.
You’re running a small business so you want a web site but you can’t afford to waste money. You’re wary of snake oil salesmen who might try to exploit your inexperience with technology. You can only justify expenditure for services that obviously benefit your business.
So when someone offers you “content strategy” as part of a web site, you’re going to be suspicious, right?
Perhaps he tells you that if you don’t get help with your content right at the beginning, you’ll pay for it later. Perhaps he tells you a story about camels to back up his point.
You should be. You should ask, quite bluntly, what problems does this content strategy solve for me? Seriously – what will actually go wrong if you don’t have it?
Our group started the ascent of Mount Sinai at midnight. Climbing through the blackness, safe from the burning heat of the day, we expected to reach the summit by dawn. Dark shapes loomed suddenly either side of the path: our torches picked out local Bedouin, offering camels to carry us up the mountain.
We all declined. We were just starting off. We were full of energy and keen to climb through the night. Why waste money when we could just walk?