TTMGi Blog

One topic that crops up time and time again at TTMGi is the development of web site content. Whenever there is a deadline to meet, it always seems as if it is the content that slows everything down which is often really frustrating as this part of the project is almost always out of our control.

It sounds awful to say that it is the client that gets in the way of their own deadline, but it is in many ways true. However, there is usually a good reason and that good reason is always related to time. Clearly, the operational (money generation) imperatives of the business must always come first and it is difficult to argue with that.

There is more to this than meets the eye though, because the time required to spend on site content is very much a function of the skill of the content developer. Someone who writes for a living will not struggle excessively with this, but for many this is a skill only employed occasionally. This means the problem becomes not just what to say, but how to say it and this will take much more time if writing is not a core, or regularly employed, skill.

It would be easy for us to say “well just delegate it” when even delegation will require web site owner input to define what needs to be said. This of course takes time and there will always be distractions.

Defining the topics to be presented and how they should be broken down is, in any event, not necessarily an easy task. The tyranny of the blank screen or, blank sheet of paper, is enough to stop many people from even starting – even if you can write well.

How then to start if you do not have strong writing skills, are not sure what to write and do not have the time even if you did?

Well, start by breaking everything down into 3s e.g. 3 broad business areas, or 3 products, or 3 services. Even if you cannot make any of these things fit into 3 headings, the thought process will allow you to identify the additional headings, so you may end up with 5 or 6.

Do the same for each subject area you are discussing: start by organising it into 3 headings then add the others as you think of them.

Products or services can equally be tackled in 3: what is it called, what are its features and what are the benefits to the buyer.

More of this later, but in the mean time don’t be like Rick Perry and forget the third thing.