Content Strategy: How Form Follows Function

Form follows function, even in content.Oftentimes, clients come to us asking us to write website content, or even a series of campaign landing pages. From a tactical perspective, we might be providing support as part of a larger team, where the project strategy has already been carefully mapped out. There are those times, however, when “can you write some website content for us” means, we’re throwing a bunch of mud at the wall to see what sticks.

Generally, when we start a relationship with a new client, we like to talk about context first. Of course, we can simply interview a subject matter expert, then write a section of web content – but if we’re not measuring that effort against your business goals, then we’re just in it for the money.

Before you embark on a content project with us, we’ll likely ask you:

  • What business goals does this content support?
  • Who are we trying to target with this content?
  • What do you want your target audience(s) to do as a result of engaging with this content?
  • How does this particular audience consume content? And when?
  • What are our success measures for the content?

It might be that a section of web content won’t even reach the audience you’re trying to connect with. Then what?

Form follows function. It’s an age-old saying. But it’s true, even with content. First decide why you’re writing the content in the first place, then decide what form it should take. A section of web content? A comprehensive campaign series, complete with omni-channel engagement? Or something more.