New thinking about how content continues to rule
A writers job is getting harder and harder with the advent of ever more devices. Tablets, phones, laptops, the humble desktop and the emerging internet TV market are all asking for content to be displayed perfectly on their screens.
Responsive designs have become very popular and the pressure is on to make websites work in all of the available formats. Websites need to maintain prominent branding and an easy to follow navigation system but most importantly, they must have the most relevant and eye-catching content.
It is all about giving the visitor a good experience, making it easy for them to reach the content that interests them most in the most pleasurable and efficient way. Having a user experience strategy is just as important as the content you are trying to promote.
The new generation of marketeers and copywriters have a harder job than their predecessors. Their copy must be competitive, up-to-date and jargon-free. And it must read well on all the devices, often requiring several different versions for each of its homes. Although their work is cut out, there are plenty of online tools out there which can help them achieve faster results. Software which can help write articles faster and then re-spin them – substituting common words so the writer can publish different versions of their article in a range of alternative locations.
Because of e-readers and the popularity of online news and blogs, users are moving away from the quick-click-to-find mentality in favour of looking deeper into the content of a site. This gives even greater importance to the quality of content.
The copywriter must also be able to communicate with the web designer. For the designer to create effective visuals, they have to have content to work with and they must understand the content in order to portray the correct message in the design. Therefore the content must be able to communicate this message to the designer first, which is the job of the copywriter.
More and more designs are becoming simple and elegant, putting fonts and spacing in the driving seat and doing away with complicated backgrounds and unnecessary moving parts, putting the user’s focus firmly in the hands of the writer.
We are in a new era where web content is dictating the way web sites are designed. I can only see this increasing as users demand even more high quality content.