How to get a Great Content Development Strategy

We've all got it. Any business that has a website has content on it. Even the most sparse websites on the Internet have some content on them. From blogs to news items, content is everywhere.

But how does it get there? And how do companies decide what goes up there? If you are currently feeling a little bit befuddled by what is actually going onto your website, or a little bit confused about who exactly contributes content to your online presence, maybe it is time that you sat down, ordered a really strong coffee, and thought about your content development strategy.

People who visit your site will want to stay if the content is engaging and promises or delivers benefit. A blog on your site will only do the job right if it entertains or offers insight.

In fact, content actually determines the value of your site for your customer. If they don't perceive value, they won't stay. Good content brings repeat business and builds loyalty. It also helps to create that all-important word of mouth that sends companies into the stratosphere.

Some pointers about grabbing more visitors...

Get Their Attention
Good content grabs a visitor's attention. If content is not immediately relevant to them, visitors are pressing back or going for Google within seconds. Getting their attention sometimes depends on the length of the content you place in front of customers.

Long or short?
It won't surprise you to learn that people prefer short articles. The Internet became a high speed medium about twelve seconds after it was born. And now, with information at their fingertips in milliseconds, unless you have a short snappy piece of content in front of them, readers will head south.

However, while short articles will get a high volume of web traffic, longer, more comprehensive articles will keep readers who are serious about the type of solution your company offers. What this means is that if they want to buy, they will invest time in a good, well-written piece of content that meets their needs.

The solution?
Have a mixture. Short articles that grab the attention of your visitors, alongside longer, more comprehensive articles that are solution focused. This way your site will be seen as having value for everyone.

Site Launch: Zumbro Valley Mental Health Center

CWS is proud to introduce Zumbro Valley Mental Health Center's new website!


The focus of this redesign was to create a unique experience that leaves the user happy and hopeful, while at the same time relaying important information people need while dealing with mental health issues.

To achieve this goal, we used light colors, took a minimalist approach to images and organized the content in such a way that allows visitors to find information quickly.

The new site contains a vast quantity of information that can help you or a loved one seek appropriate help when needed. This includes the programs offered at Zumbro Valley MHC, educational resources, news and events, success stories and more.

In difficult times, it's important to know where to go and who you can talk to when facing mental health struggles. The website offers a great way to take the first steps in gather information about available resources without leaving the comfort of home.

It was a pleasure working with staff at Zumbro Valley MHC, and we look forward to working with them in the future as we continue building and expanding their new home on the web.

Note: In the event of a mental health or substance abuse disorder emergency, please call 800-422-0670.

Site Launch: FindEquipmentOnline.com

FindEquipmentOnline.com offers a unique online experience for buyers and sellers in the industrial recyling equipment market. From balers, conveyors, and shredders FEO keeps an eye out for your equipment needs.

Dealers large and small are provided with a wide range of features to buy and sell equipment. They can choose from an exhaustive list of categories, manufacturers, and models to create listings which can be actively managed online and include visitor tracking data. Additional private notes about the listed equipment can be stored for the dealer's future reference, giving the dealer a one-stop spot for all their equipment needs.

Buyers in the need of equipment can browse category or manufacturer listings. A Power Search tool allows searches to be refined by a large set of options. Power Searches can be saved for easy access in the future, and even be set up as email alerts. Any new equipment listings that match saved Power Searches will be emailed to the buyer every day, eliminating the need to keep searching for a particular item. Customers are also provided with the free tool to post their want ads.

It was a blast designing FindEquipmentonline.com and the rich set of tools it offers. Without a doubt, the site will help bring buyers and sellers together. CWS looks forward to its growth and the future expansion of available tools and services.

2008 Election Results

CWS owner Alan De Keyrel has won his bid for a City Council seat in Byron, MN. With all the buzz around the results of our national elections, don't forget the importance of local leaders who make a difference in our communities. The team at CWS congratulates Alan on his successful campaign, and we know that he will be a driver of positive change in Byron.

Site Launch: RochesterMnChamber.com

As our local Chamber members may have already seen, the Rochester Area Chamber of Commerce website has recently undergone a major redesign. CWS was honored to be selected to develop the new site, updating our former design which was originally created in 2004.

The scope of content included in the site has grown significantly since then, and the site architecture has been significantly improved to accommodate it. New navigation allows for easier access to important information, and the site search tool further improves access.

The overall look and feel of the new site coincides with the newly redesigned Chamber Advantage newsletter.

"Our goal in redeveloping our Web site and the Chamber Advantage was to create a site and publication that better reflected the professionalism, value and merit of the Rochester Area Chamber of Commerce, while making sure we didn't lose any of the previous site and publication's utility or integrity," says John Wade, president of the Chamber. "Working with Corporate Web Services (Web site designer) and Sign Here, Inc. (newsletter concept), we believe we accomplished that, and we believe both media will be ones that work for our members, partners and the overall community."

It was a pleasure working with the Rochester Area Chamber of Commerce on this project, and we look forward to our continued relationship.

Dynamics Of Change cont.

Last post we looked at the dynamics of change within an organization. If you want to change anything about how you run your business, understanding these dynamics will help the process run smoothly.

So, the last of the dynamics of change.......

Change Readiness

Some people in an organization are just more ready for change than others. This means that while they understand what change is and how to deal with it, they just know that they don't want to deal with it today. As with most process management as regards change, hold a meeting. This way you can feel out those people who are ready now, today, for change. They could well have influence over those who are made nervous by change. Utilize these people, and help them influence the team. Have your discussions and understand your team better, then work with those who are more ready than others.

Resource Starving

Some people believe that they will not have the skills necessary for the new changes. Remember that there are still millions of people out there who do not use computers at work and get by. This does not mean that they will be able to do this until retirement, but it is an indicator of how people can dig their heels in because of their perception of a skills defecit.

One way to combat this is to, again, consult with staff. Consider having a work smarter session or two after the change has been implemented. If people are filling out forms in triplicate needlessly, show them their wastage, and show them the new skill that will decrease that wastage.

Don't Lose Momentum

This is crucial to managing the change process effectively. There are a million accounts out there of firms and their managers introducing change and then letting the initial enthusiasm and industriousness wear off, only to find that their employess lost interest.

If you create change, keep it going, monitor it, and embed the new way of doing things into the consciousness of the company.

Dynamics Of Change

If you are about to become what is known as a 'change leader' (a leader who is about to implement significant change in your organization), then it will pay to understand the dynamics of change in an organization. More specifically, it will help you to know how change affects human beings.

Whether you are changing the way your company does things or simply moving to different offices, change has an impact on every member of your organization. What follows is a two part look at the dynamics of change. Hopefully they will afford you an insight into how best to manage them.

Awkwardness, self-conscious.
Whenever you ask people to do things differently in an organization, you disrupt the habits of many daily routines. People feel uncomfortable when they are asked to disrupt the old to bring in the new.To understand this better, look back at your own life. Do you remember your first driving lesson? Or the first time you used a computer? Exactly. If someone has been doing something the same way for years, asking them to do it differently, even in the name of profit, can cause massive awkwardness.

People focus on what they have lost
Humans do not like loss. This is not a flippant comment. We don't like turning the page on our lives. If you are to be a change leader, then think about this, there may be nothing you can do about it, but it will help if you can bear in mind that the loss routine is not a pleasant thing to go through.

People feel alone during change
This is very true. Even though the whole organization may be going through the same change everyone takes it personally, or feels that they are handling it badly. Bear this in mind, and try to go out of your way to show that you understand. Employees will value someone who can show them that they are not alone.

People can not 'do too much change'
If you pile change upon change, people will simply stop delivering their best. Think of those companies that have massive lay-offs. There is usually a reason, and it typically comes down to change to a massive degree. If you have bold plans for your company, have a meeting first, and sound things out. The magic words in this situation are 'how would you feel if...' and 'what do we think about...' Work with your team, don't rush them.

So there are a few of the dynamics of change. Next post we will look at some more.