Customer First Perspective for Web content

How do you define good Web content? The push to make all content look as though it came from one person is what used to drive marketing campaigns and make companies rich. However, this created enormous disconnect between the customer and the company. Your customers just aren't into that anymore. They do not want to be condescended to; they're an incredibly sophisticated, increasingly impatient and skeptical audience. They expect to be written to (and understood) by their content providers. What Customers Want: Short lists The ability to search for information easily To offer feedback on what they like and don't like Scannable articles, with bullet-points and images (nothing gratuitous though… only if it serves the content) Humor (they don't want to have to take you, or themselves, all that seriously) Authenticity (phoniness on the Web is as obvious and transparent as that flash content that, come to think of it, seems to have died down…) If you work on Web content and are interested in people and their opinions — and are comfortable with giving up some control — you'll be okay during this transitional time. It's a messy, subjective process.