Fight the Urge to Hoard Content

In my role as a digital communications consultant, I work with organizations to refine their messaging and help them to best tell their story. Whether they’re seeking to boost awareness, incite activism, improve sales or increase membership and donations, the principles are the same, and the challenges are often similar. One challenge that I see often is what I call "content hoarding." Your website does not need to be the definitive archive of every pixel your organization has illuminated since the dawn of time.

No, really. It doesn’t.

Change is Good

With any luck, your organization has grown and matured over time. I don't keep my diary from when I was 16, and for good reason. Your goals, messages and perhaps even core business are bound to evolve.

Brevity is Strength

As Mark Twain said (and I am a sucker for all things Mark Twain), “eschew surplusage.” People who really know what they’re talking about know how to distill. Yes, complex policy analysis is bound to be complex. But you should still keep the basics up high and in front so a reader can choose whether they need to get into that tome or delve somewhere else.

Be Just a Little Ruthless

You probably don’t need to maintain an article that describes a meeting you were planning to attend two years ago. Do your site visitors really need access to every newsletter since 1987? Audit your content regularly - look for inconsistencies and things that have aged out. For every piece of content consider: Does this add value for the site visitor. Tighter site structures provide better experiences for site visitors. For every new piece of content, ask whether it really needs to be there.

Just as the KonMari method is teaching people to throw out their old jeans if they no longer “spark joy,” you can afford to let your ill-fitting content go. And you’re likely to be better off for it.

Consider Your Channel

Things that will quickly become obsolete may be best placed on social media channels, designed to capture moments in time. Functionally, they self-archive. It’s handy. Let your announcements become obsolete on another platform and not clutter up your own home base.

Put Your Best Foot Forward

If you search Google for a local store, you're presented with a little window that shows you some vital statistics about the destination, including distance, hours of operation and more. That’s one example of how to anticipate and fulfill the needs of your site visitor. Most people are probably not looking for the latest earnings statement, so why put that first? Create the shortest path to knowledge for your audience. Treat them like VIPs and put what they seek right in front of them, show how well you understand them