This link has been bookmarked by 183 people and liked by 1 people. It was first bookmarked on 09 Jul 2007, by Adele.
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camryl9This has been a very long article, stuffed with charts, mathematical modeling, and theoretical concepts — like standard deviations and utility functions — that I know most readers find difficult. Recommending in-depth content flies in the face of all guidelines for Web writing, which call for fewer words and scannable information.
The content usability guidelines are correct: they are indeed the way to make a site easier for most people. Thus, you should follow the guidelines — rather than emulate this article — for normal business websites and intranets. (When I say "business sites," I include government sites and non-profits, as well as e-commerce and corporate marketing sites.)
For most sites, the content is not the point. Instead, you want to answer customers' questions as rapidly as possible so that they'll advance in the sales cycle and start buying (or donate, or sign up for your newsletter, or whatever else you want them to do).
Elite, expertise-driven sites are the exception to the rule. For these sites, you don't care about 90% of users, because they want a lower level of quality than you provide and they'll never pay for your services. People looking for the quick hit and free advice are not your customers. Let them eat cake; let them read Wikipedia.
Still, even if you run an expertise-driven site, you should comply with the bulk of content usability guidelines: be as brief as you can; use bulleted lists and highlighted keywords; chunk the material; and use descriptive headings, subheads, and hyperlinks. -
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Alex HorstmannTo demonstrate world-class expertise, avoid quickly written, shallow postings. Instead, invest your time in thorough, value-added content that attracts paying customers.
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- in-depth vs. superficial
- original/primary vs. derivative/secondary
- driven by the author's expertise vs. being reflectively driven by other sites or outside events
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Still, even if you run an expertise-driven site, you should comply with the bulk of content usability guidelines: be as brief as you can; use bulleted lists and highlighted keywords; chunk the material; and use descriptive headings, subheads, and hyperlinks. The small percentage of users who are qualified prospects still read in an F-pattern, so a headline's first words are more important than its last words, just as they are for normal sites.
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the main challenge is to raise awareness.
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a site that sells pistachio nuts should post as much content about pistachios as possible in the hope of attracting quick hits by people searching for that information. Some percentage of these visitors will buy the nuts while visiting the site.
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sustainable value
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- in-depth vs. superficial
- original/primary vs. derivative/secondary
- driven by the author's expertise vs. being reflectively driven by other sites or outside events
I am referring to the user experience and to the style of the content in this analysis; not to the technology used to serve up this content. Thus, what I call "articles" might be hosted on a weblog service. What matters is that the user experience is that of immersion in comprehensive treatment of a topic, as opposed to a blog-style linear sequence of short, frequent postings commenting on the hot topic of the day. It doesn't matter what software is used to host the content, the distinctions are:
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create content that's so valuable that business users are willing to pay for it.
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in-depth content that takes much longer to create is beyond the abilities of the lesser experts.
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Why are paying customers (the people who matter) attracted by detailed information? Because systematic and comprehensive coverage is more actionable. It also protects them against the risk of losses caused when something important is overlooked.
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In-depth content provides more value in less time than numerous superficial postings.
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Recommending in-depth content flies in the face of all guidelines for Web writing, which call for fewer words and scannable information.
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The content usability guidelines are correct: they are indeed the way to make a site easier for most people. Thus, you should follow the guidelines -- rather than emulate this article -- for normal business websites and intranets. (When I say "business sites," I include government sites and non-profits, as well as e-commerce and corporate marketing sites.)
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For most sites, the content is not the point. Instead, you want to answer customers' questions as rapidly as possible so that they'll advance in the sales cycle and start buying (or donate, or sign up for your newsletter, or whatever else you want them to do).
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Elite, expertise-driven sites are the exception to the rule. For these sites, you don't care about 90% of users, because they want a lower level of quality than you provide and they'll never pay for your services. People looking for the quick hit and free advice are not your customers. Let them eat cake; let them read Wikipedia.
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he small percentage of users who are qualified prospects still read in an F-pattern, so a headline's first words are more important than its last words, just as they are for normal sites.
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You probably already know my own Internet strategy, so it might not surprise you that I recommended that he should instead invest his time in writing thorough articles that he published on a regular schedule. Given limited time, this means not spending the effort to post numerous short comments on ongoing blogosphere discussions.
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Blog postings will always be commodity content: there's a limit to the value you can provide with a short comment on somebody else's work. Such postings are good for generating controversy and short-term traffic, and they're definitely easy to write. But they don't build sustainable value.
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- in-depth vs. superficial
- original/primary vs. derivative/secondary
- driven by the author's expertise vs. being reflectively driven by other sites or outside events
What matters is that the user experience is that of immersion in comprehensive treatment of a topic, as opposed to a blog-style linear sequence of short, frequent postings commenting on the hot topic of the day. It doesn't matter what software is used to host the content, the distinctions are:
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If you're an expert who wants to live from adding to the world's knowledge, you must go beyond the mainstream Web model of single page visits driven by search traffic. It's easy enough to build a website that freeloaders will use, but that shouldn't be your approach. You must change the game and create content that's so valuable that business users are willing to pay for it.
You should also focus on material that lower-ranked content contributors can't easily create in their spare time.
Both of these needs are met when you produce in-depth content.
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Why are paying customers (the people who matter) attracted by detailed information? Because systematic and comprehensive coverage is more actionable. It also protects them against the risk of losses caused when something important is overlooked.
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In-depth content provides more value in less time than numerous superficial postings. That's why business customers have empirically been willing to pay, and that's why you should emphasize fewer, better pieces as your content strategy.
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For most sites, the content is not the point. Instead, you want to answer customers' questions as rapidly as possible so that they'll advance in the sales cycle and start buying (or donate, or sign up for your newsletter, or whatever else you want them to do).
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People looking for the quick hit and free advice are not your customers. Let them eat cake; let them read Wikipedia.
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Still, even if you run an expertise-driven site, you should comply with the bulk of content usability guidelines: be as brief as you can; use bulleted lists and highlighted keywords; chunk the material; and use descriptive headings, subheads, and hyperlinks. The small percentage of users who are qualified prospects still read in an F-pattern, so a headline's first words are more important than its last words, just as they are for normal sites.
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05 Dec 07
Gideon RosenblattFewer, more in-depth content is good strategy for thought leadership. The blogosphere is a self-organizing system. Whenever something good appears, other blogs link to it and it gets promoted in the system and gains higher visibility.
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To demonstrate world-class expertise, avoid quickly written, shallow postings. Instead, invest your time in thorough, value-added content that attracts paying customers.
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"To demonstrate world-class expertise, avoid quickly written, shallow postings. Instead, invest your time in thorough, value-added content that attracts paying customers."
nielsen advertising writing blogging marketing content business article copywriting
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Cedric MotteUn excellent article de Jakob Nielsen sur la nécessité de rédiger des articles plutot que des blogs posts. En gros, il est temps d'ar-gu-men-ter !
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Travis StilesTo demonstrate world-class expertise, avoid quickly written, shallow postings. Instead, invest your time in thorough, value-added content that attracts paying customers.
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Page Comments
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