Why Our Content Sucks (and what we can do about it)

A presentation at SearchFest 2013 in in Portland, OR, USA by Jonathon Colman

Why does so much web content suck? And how can we make it better? To find out, we need to question our perspective about content.

Content isn’t a feature.

It’s not “lorem ipsum” text. It’s not something you “bolt on” after design is done. It’s not even design or code or even plain text. Instead, content is about brands, audiences, data, systems, processes and workflows. In short, great content is all about people.

Which means that content is an experience. Once we understand that, we can get to work on making our content better. Better for users, for businesses, for communities… for a better Web!


The following resources were mentioned during the presentation or are useful additional information.

  • Why Our Content Sucks

    Companion blog post to this talk—offers a behind-the-scenes look at how I put it together and why.

  • 200+ free Content Strategy resources

    I’ve collected over two hundred of the best content strategy resources. My goal is to make it easy for you to learn about the field of content strategy, find content strategists and blogs to follow, and, hopefully, start contributing to our community.

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