Don't skimp on content strategy

When developing a website, it's tempting to jump right into the fun design phase. But left in its wake is the neglected content strategy.

A website can look pretty, but if the content stinks or it's tough to find--you've lost your audience. If you are driving people to your website, give people a reason to stay and a clear idea of what you want them to do. Do you want people to give? Say so. Do you want them to attend an event? Make that clear--don't hide the info.

A new book out a few months ago, The Elements of Content Strategy, lays the groundwork if you're still having to make the argument of why content strategy matters. Here is a write up about it: Jason Santa Maria.

I plan to pick up this book. Have any of you read it? I'd love to hear what you think--share in the comments field.