Forget XML, learn how to write

— Published September 1st, 2003  |  by David Moore

Gerry McGovern is a writer and consultant on web content management, and has addressed conferences in over 20 countries. Involved in the content area of the Internet since his time as founder of web developer Nua in 1995, he has published two books on the subject. We asked him his views on current content issues.

What are the major content challenges facing organisations at the moment?

Poor quality content and too much of it. Many organizations can't seem to figure out that if they write content well, more people will read it. If more people read and understand it, more people will act on what they've read. If your content isn't supposed to drive actions, then what exactly is it for?

You travel a lot, giving presentations and running workshops. Are there different priorities with regard to content in different parts of the world?

It's amazing how many challenges are the same. Organizations love to think they're unique. My problem is special. Therefore, I am special. The funny thing about the Web is that it requires very basic skills. Like writing. Forget about XML, learn how to string a decent sentence together. Organizations are beginning to centralize their information architecture everywhere I go. This idea of having multiple websites with multiple designs is dying a death. Also, organizations are struggling with how to motivate and reward people who create content. Some managers think staff will create content on the side - after their 'real' work is done. That isn't working.

How well does Ireland's use of content compare to other countries?

I think Irish government is quite progressive. However, I do very little work in Ireland, so it's hard to compare.

How well do you think senior managers understand the importance of good content creation?

I think there is an evolution in thinking towards content. We're surrounded by content everyday. Yet it is amazing the lack of understanding that's out there still. However, things are definitely improving. Basically, the best websites are getting better.

How do you make a case to senior managers for spending more on the writing and information architecture and elements of their site?

Well written content is more likely to be read and acted upon. Poor quality content does you damage. You need to publish well or not publish at all. A quality information architecture puts content in its proper context and reduces the amount of time a reader will spend searching. Save time and you can make money.

You've been scathing about content management systems in the past - have things improved in this area?

They've got better. The whole sector has definitely matured. However, content management software is no silver bullet, which is how too many organizations have looked on it.

Which organisations would you say are doing a good job with their online content - what examples should we be following?

I think we should start off by looking at the big, successful websites: Amazon, Yahoo, Expedia. I often use the Microsoft homepage as an example of how to write excellent copy. These website have spent billions on web development. Much - though by no means all - of their content has been very well thought through.

Are public sector bodies dealing with different content problems than commercial organisations?

Well, public sector bodies have certain obligations under Freedom of Information legislation. That means their websites can get very, very large. But most problems are the same, regardless of the sector. I want my content to drive actions. How do I get the right people to my website? Once there, how do I get them to read and act on my content?

What should organisations be doing with their intranets, from a content perspective?

A good idea might be to close the intranet down. A great number of intranets are a wonderful exercise in wasting time at work. Talk about dumps! If content was toxic, there'd be a daily stream of ambulances outside offices. Organizations tend to go to some effort in creating quality content for customers. But staff don't matter. They can be thrown any sort of garbage. Get real. Run the intranet professionally or shut it down.

Where do you find the writers and editors to run your site successfully? What sort of background or training do they need?

In this environment, I don't think it's too hard to find people! I think some sort of journalist background can be very helpful.

Related Links:

• Gerry is at http://www.gerrymcgovern.com