In a recent survey by Forrester Research*, American adults were asked how many hours they spent doing certain activities in a typical week. Not surprisingly, the greatest percentage of time (18.7%) was spent on the internet – whereas only 12.6% was spent watching TV, 6.4% listening to the radio, 4.7% playing video games, and only 3.7% reading print media.

While the statistics would no doubt vary slightly here in Australia, the overall trend is undoubtedly the same: when it comes to our time, the internet is definitely where it’s at.

Yet there’s no question that the way we design for the internet has evolved immeasurably over the past two decades.

Back in the 1990s, in the midst of the dotcom boom, the internet was flooded by sleek, online brochure-ware; static sites with generic navigation that had simply been reproduced from print collateral.

As technology evolved, websites gradually developed into much more organic, valuable tools – built specifically for digital environments. Companies dedicated to web development sprung up everywhere. New jobs were created – for digital developers, producers, designers, copywriters, information architects and user experience experts. The businesses that succeeded were the ones who prioritised the user experience – and took navigation and information architecture very seriously. Clients also began investing in content management systems – which enabled them to gain control over their websites, and publish content on an ongoing basis.

Then of course, we welcomed Web 2.0 – social media technology – which has shifted the entire emphasis of the web, and web development, to users. Interaction, sharing and evaluating other people’s content is now the norm. A website or online application is valued on how users rate and interact with it - not what the owner or company has to say about itself. The internet has become more honest. Barriers have been broken down, and free tools and templates are everywhere. Content management systems are now freely available - as are networking and exchange tools like Twitter, Facebook and YouTube.

So what does this new, free, user-focused environment mean for web design?

Essentially, it all comes down to content.

Today, the role of a web designer is to create an environment in which content – of all forms – can shine. Design is the container – and content is the substance.

Importantly, content is not just about copy, or words. It can also be a beautiful piece of design, an interactive video, a game, or perhaps an engaging story. Today’s web designers and developers are responsible for creating the templates through which this content can be supported and highlighted – as well as facilitating maximum user interaction and involvement.

Quite simply, engaging content means that users will keep coming back to a website on a regular basis. They will download, interact, share and request more.

Make it interesting, and they will come.

Content is also of crucial importance when it comes to optimising a site for search engines. Using pertinent terms in your navigation, page titles and heading copy can determine how easily your website is found and picked up by search engines – and subsequently, your online users.

However, when it comes to content, lots of businesses are daunted by the prospect of producing effective content on a regular basis. Where will it come from? How will we ensure it reflects positively on our brand? How do we control what users say about us?

To help, here are five tips for producing and managing your website’s content.

1. Know your audience.

This is perhaps the single most important consideration when it comes to producing content for your own website. Do some research into who is currently visiting your site, how long they spend there, an on what sections. Think carefully about who you want to visit it in the future. What content would resonate with these people? What’s likely to prompt them to take action? Are they internet-savvy teenagers who need fast and frequent updates in bite-sized chunks? Perhaps they’re time-poor mums and dads who need quick solutions and reliable, trusted advice? Or maybe you’re targeting an older demographic who have time to read and absorb longer pieces of content.

2. Make it interesting.

Before you publish anything, think to yourself: “is this worth sharing?” Don’t publish anything that you think won’t engage a user, or prompt anyone to share this content with friends. Create content that you would want to read – and which adds value. For instance – perhaps you run a business that provides car servicing and maintenance. While technical details about car engines might be a little beyond most of your users, they might be interested in tips about how to change their oil, info on some great places to go 4WDriving in Australia, or a quick lesson on the regulations surrounding car seats for kids.

3. Cross promote.

Spread the word about new content in as many ways as possible. This could be via an email newsletter with links through to your website – or via social sites such as Twitter, Facebook or MySpace. Put links to new content on your email footer. Set up a company blog. Encourage people to click through wherever and whenever you can.

4. Make it regular.

There’s nothing worse than websites that don’t get updated on a fairly regular basis - and which sit stagnant for 12 months, simply because everyone ran out of time. That said, don’t publish content just for the sake of it. Make sure that everything you publish is valuable – but do try to keep the updates coming, no matter how small they may be.

5. Think outside the square.

These days, publishing effective content is about far more than copy – or articles. You can also engage users by hosting short videos on your site, publishing your PowerPoint presentations via SlideShare, sharing photos on Flickr – or even encouraging your users to submit their own content or comments.

Got any questions about this article? Want to know more?
To find out how content can make a difference to your business – and about how Big Click Studios can help, give us a call on 1300 677 924.

*Source: North American Technographics Media and Marketing Online Survey, Q2 2008