Consuming Content is a Task
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I took this approach in 2009 for two major web sites that I was asked to advise on (5 million annual visitors).

The distillation of metrics and filmed analysis of people’s behaviour interacting with these sites was highly revealing. It was irrefutable, fact-based evidence that was easy and cheap to collect.

It became clear that consuming content on these sites was a task—from searching for information, to reading it, to downloading or sharing it.

We discovered that we had a responsibility to stop obfuscating and to develop paths of least resistance to the information and tasks that mattered to the audiences. As an outcome, my methodology for all projects is now CTS/LD (solving in order): Content, Tasks, Structure / Layout and then Design.

My experience across all organizational types is that legacy practices for content and web development are sustained in the absence of insight. On a final note, one of the sites I advised on was completely wiped out and reborn. A much better communications tool now (sorry folks but I can’t disclose the site).

Analysis Pays Off: Closing the Chasm
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I operated a military news wire for 10 years. Analyzing the KPIs (site metrics what got published) yr/yr revealed two things:
(1) that off-beat features got superb pickup; and
(2) how they were written was equally important.

Discussions with editors verified that their audiences liked unique content. But, something struck me in the analysis; a homogeneous factor revealed itself and that was how they were written. Storytelling was the key.

Imagine scanning thousands of articles across core publications and websites to have this nugget of insight revealed to you? It was like finding gold! It fundamentally changed my approach to what I teach people to write about and how to write it. Being a fan of Chris Anderson, I labeled the nugget “Long Tail Storytelling”.

Writing for the web remains critical for structuring information but a good story stands on its own. Nothing prevents you from crafting your story in plain language and formatting it for readability.

By way of proof: I even tested storytelling on a benign press release about equipment purchases. I converted it into a deep caption with a photo and wrote it for the web. 13 out of 17 targets picked it up compared to the average 3 to 5.

This is the point behind Mr. McGovern’s article that I want to corroborate: Getting stats about your content and conducting some thoughtful analysis is easy, cheap and worthwhile. For me, I was able to prove that changes were required to improve our condition and better serve our stakeholders.

I’m afraid I’m not aware of a notification service.

There are still many people who think it’s important to produce content for the sake of having content, and care (or know) little about quality and relevance.

Old-school SEO thinking has a lot to do with this, although these days “content is king” seems to have morphed into “content marketing”.

One day, the web content bubble will burst. Maybe only then will we see a real focus on measurement of business outcomes rather than production of content.

James.

The more we know about what they like, the better we can create that which is truly appealing. Doing so equates to good service.

The feedback mechanisms may soon become a means by which a site visitor judges the trustworthiness or readability of websites. We shall see.

You’ve got my antennae twitching on this one …

I feel compelled to mention that *layout* might be part of the equation, too …

Like in a mail-order catalog, where some companies have figured out that cramming 100 products on a page is not as effective as showcasing just 10 … or even just 1 … something to do with how the brain gets confused when there’s too much to take in … irrespective of the worth/value of any particular piece of content on the page …

Also …

Is “entertainment” a task, in your lexicon?

What about something like a curated blog?

Where the original is “good” or “bad” and the commentary is just the opposite?

Does “task” adequately define what’s going on in a situation like that?

May I try another term?

*authentic*

We all have a “nose” for authenticity, don’t we?

I mean, maybe we get conned from time to time for whatever reason; but, in the main, we can smell the difference between authentic and inauthentic …

Isn’t this why we prefer customer reviews to vendorspeak?

Why we are drawn to “thought leaders” who are being what we perceive as “real”?

And what about funny stuff?

Is laughing a task?

just asking …

Elizabeth

P.S.

Is there a way to get your blog to send me an email notification when somebody posts a reply? I keep forgetting to check back!

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**trying to find an email because they don’t know how to use search or create folders.
**Navigating through folders to access documents (even ones they use use regularly) because they don’t know how to create a shortcut to their desktop.
**Searching for the same websites they use over again because they don’t know how to bookmark.

There are a lot more examples- especially when it comes to using Work and Excel. If people learned to type quicker they would get a lot more done too. Oh, and people need to learn how to use Google better too!