Web content development
“Content development” is not widely used. While that degrades its value as a descriptor, I choose to keep explaining it.
That’s because content development is the exact right term for describing a process distinctively different than copywriting. (Never mind that, when you do hear “content development,” it’s often used interchangeably with “copywriting.”) I also like the way it puts what a web site does (communicate) level with how it does it (web development).
Copywriting is just one part of content development. Here are other pieces of the puzzle.
Information architecture
While a developer hearing this term might put the emphasis on architecture, thinking in terms of wireframes and site maps, a writer puts the emphasis on information. At issue is the way each piece of information relates to another, and the way a user might navigate those pieces.
Taxonomy
Borrowed from biology, “taxonomy” describes how the various pieces of information are related. Thinking of the various pages in terms of family, genus and species results in a more usable information architecture, more intuitive linking and more sensicle navigation tabs.
Usability
A well-thought-out taxonomy leads to intuitive information architecture and that enhances a site’s usability.
One more thing to think about when developing content is the non-linear way readers experience it. That’s covered in Online capabilities: Interactive online copywriting.
Contact BrandWrite to learn more what you’ll need to consider when developing your online content or about other online capabilities, including social marketing and SEO/SEM.
