Content Management: Service Offering

Equadoor’s Communication and Content Management Team brings to the client the skills of experienced web writers and editors, ensuring that the marketing message is conveyed professionally, concisely and accurately.

While the editorial content of any marketing strategy plays a principal role, it should be sourced, structured, compiled and presented in exact accordance with the requirements of the online reader.

Of paramount importance is the reader’s time investment (the required information must be provided within the shortest possible time), as well as the simultaneous communication of the client’s full Marketing Message.

In line with this objective, our Content Management Team offers the following services:

Copy-writing

The generation of successful Web-based editorial requires a combination of specialised and diverse skills. This is due to the nature, intent and requirements of the online reader.

As stated in the article ‘Writing for the Web’ (PJ Schemenaur, technical editor, and Jonathan Fox, editor-in-chief, www.sun.com),

• 79% of users scan the page instead of reading word-for-word;
• reading on-screen is 25% slower than from paper, and
• Web content should have 50% of the word-count of its paper equivalent.

This calls for editorial generated, designed and presented in such a manner as to grant the reader access to the required information within the first eight seconds of accessing the web-site. To this end, our copy-writers apply techniques such as

• ‘Text Economy’;
• ‘Language Objectivity’;
• ‘Promotional Writing’, and
• ‘Scannable Layout’.

Text generation is also done in close co-operation with the design team, ensuring that the visual design and the editorial content ‘merge’ in the communication of the Marketing Message.

It is through this co-operation between the fields of communication and web design which comes to the fore aspects such as:

• content/text-based web-site navigation;
• graphics selection and placement;
• links to additional information within the web-site, and
• the positioning of search engine-friendly keywords.

Information Sourcing

The Interview: Using this method, members of the Content Management Team visit the client by appointment and, by establishing an interpersonal relationship with the latter, work toward gaining first-hand understanding of the client’s needs.

During these meetings, often attended by members of Equadoor’s Design Team, editorial aspects such as content, tone, style, and slant are discussed and agreed upon.

Following the Interview and subsequent editorial generation, the client is presented with a first-draft version of the proposed text. This allows for factual verification and last-minute textual changes before the second and final draft merges with the visual design to communicate the Marketing Message as a unit.

Research: Depending on the needs of the client or aspects such as the specific nature of the product, the Content Management Team are able to assemble the editorial content of the web-site based on ‘raw research’.

In certain cases, research is called for in addition to interviews with the client. The ‘additional’ researched material is then incorporated with the rest of the ‘body text’ and submitted to the client for verification and approval.

Existing Material: Should the client prefer to use existing promotional material on their web-site (either as a pre-generated information source or as an addition to Research or Interviews), the Content Management Team would adapt the material to the Internet medium. In this case, an experienced online copy-editor would ‘convert’ the text to comply with the unique requirements of the Internet user.

© 1997 - 2005. Equadoor Web Design & Marketing Services.

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