customers don’t go to your site for the features, they go for the content

I really enjoyed Karen McGrane‘s talk (embedded below). Some of my favorites:

• “People don’t go to your site to look at your templates. They go for the content.”
• “Emphasize the real goal: not new navigation buckets, but better information for site visitors.”
• “Our new web strategy said, ‘Organize the site around user needs rather than [features].’”
• And, just a general recurring theme, that content creation wasn’t included in any project plans/workflows.

Karen McGrane on Web Content Strategy or “Avoiding the Eleventh hour Sh*tstorm Problem” from UX Melbourne on Vimeo.