The Hidden Truth About Web Content

by John S. Rhodes

Many Web developers have failed to realize that Web content goes far beyond the text of the site. Most people throw around the word "content" as if Web sites that have many pages and many words are great. Take a moment and reflect on this key question: Is text the same thing as content? 

The answer is simple: No, text is not synonymous or identical to content. You shouldn't think that content is all about words, sentences, paragraphs, and pages. Here is the reality: Web content is about user interactivity.

There are many, many types of content. I would argue that everything on your Web site is content. Yes that's right, everything. Think of things this way, users want to experience your Web site, they don't just want to read an endless stream of words. I admit that hypertext allows users to move around and interact, but that isn't enough. Text is sometimes great, but it is not always great. Indeed, for the goals of your site, text might even suck!

• You want to make your site an interactive experience. It is difficult to turn a visit into an interactive experience if you are only using text.

What about this site, WebWord.com? How have I looked beyond text? Well, I admit that use text...mostly. It makes a lot of sense (i.e., I write a lot of articles and I interview people). However, I have recently made a great effort to add interactivity to the site. Look around the Web and you will find that the better Web sites think about content beyond text. Here's how I am creating user interactivity.

1. I recently added the WebWord.com Friends page to my site. The idea is simple: If you promote WebWord.com, I will promote your site for free. This has given me a way to offer something beyond text. It gives my users a chance to interact with me and the site. We both know that a transaction can occur and that we can work together.

2. I recently added a Web site recommendation CGI script. For example, you can very easily recommend this article. Go ahead, give it a try. Using this tool, you can interact with the site and you create your own type of experience. It is this kind of user experience that constitutes true Web content.

3. I recently upgraded my email alerts to a full-blown newsletter. In a sense you might think that I am sending out more text content. However, the newsletter is well designed to ask and address usability questions. Moving WebWord articles and my expert interviews don't work in the same way. The newsletter is also done by email (not Web pages) -- so the experience is different. People send questions, and I address them. People also get recognized for their participation. This type of content development encourages people to subscribe to the WebWord.com Newsletter.

4. I have added a page of free stuff to WebWord.com. It allows me do several things. It is a follow up to an article I wrote on associate programs. I can look at how well affiliate programs work. Similarly, you get a chance to see how data is collected. The insight that you gain (i.e., your learning) is also a kind of content.

5. I added a Recommend Services page to WebWord.com. I figured that if I can't offer something, then I should point people in the right direction. Also, I found out that many people wanted information that is not usability related. I can understand that -- some people do not think that usability is the most important aspect of a Web site. So, I have added content that my users will appreciate.

6. The advertisement at the top of this page is another type of content. I am offering you an opportunity to get free samples of a very popular product. Advertisements are content! How I manage this content, and how I refer to it is quite important. When I say that I can give you something free, I am creating interactivity. You now have something beyond words alone -- you have an opportunity.

Let's Talk About Your Web Site

What is content for your site? You must be aware that both the online and offline advertising you do creates content. Business cards, fliers, radio ads, even word of mouth advertising creates Web content through branding and association. You make content all the time; in your sleep people are visiting your site and this interaction creates content. For example, a discussion board has a life of its own.

If you post a message to a newsgroup and you used a signature, you are creating Internet content. If you sent an email to a client, and you mentioned your site, you are also creating content.

• Virtually any of your communication leads to content creation or content references to your site. The key again is user interactivity.

Also be aware that JavaScript, logos, images, navigation, phone numbers, email addresses, and so forth, are content. Any time you add information or interactivity to your site, you are creating content. The best content is created by user interaction. Do everything you can to foster an interactive Web site.

Find out what your users want and add it. Make sure it is usable by conducting tests, and by sending out surveys. Get the feedback so you know that your content is right. This is crucial for "higher-level" content development, such as your site navigation or a new discussion board.

As a brief aside, let me say that I think text is great. I like text content more than any other content, but the interactivity of other content is quite useful and usable. Also remember that more text is not always better, based on how people read on the Web.

Here are some final words. If your site is all about graphics and design, or programming, for example, then you ought to think beyond words. Images can be great content. Also think about allowing users to download materials. Use online demos. Add interactive content. In the very near future, only those sites with both text and non-text content will win. As you would guess, Web content that is interactive is easier to learn and use. It is also more fun and more memorable.