Does Web 2.0 Make Copy & Content Less Important?

 

I asked this question in the previous issue of the Excess Voice newsletter, and received some great feedback.

 

First, let’s look at the issue.

 

“Web 2.0” covers a lot of different areas, where site visitors get to contribute and/or interact on the site.

 

The content on some sites, like Flickr, LinkedIn and YouTube is pretty much 100% user-generated. The site owners simply have to provide a framework and some instructions.

 

Family sites like Kinzin use copy to sell and describe their service, but the bulk of the content is user-generated, and it is deliberately private.

 

And, of course, forums, blogs, lists and the like have always been “Web 2.0”.

 

(When you think about it, Web 2.0 has been with us from the beginning. The only difference now is that more and more companies are waking up to the benefits of interacting with their site visitors. And more and more tools and widgets are being created to facilitate that interaction.)

 

So what’s the big opportunity?

 

The opportunity is not simply to provide widgets that enable your site visitors to add comments and opinions or upload their own content.

 

The real opportunity is to engage your site visitors in a way that makes them feel part of your site community, and makes then want to come back time and time again.

 

When you open the doors and invite your readers to contribute, you’re saying. “Hey, this can be your place too. Take part and come back often.”

 

If your users generate content, what’s the role of the professional web writer?

 

Is an online copywriter or web writer any longer relevant for a site that generates a lot of its content through user contributions?

 

I think so. In fact, the job of the web writer becomes even more challenging.

Look at it this way. It’s pretty simple to create a Web 2.0 site. You can get the tools to create all the necessary interactive elements.

 

But to ask whether you can add interactive elements to your site is asking the wrong question.

 

A better question is, “Why would people want to contribute to MY site?”

 

And the answer to that lies in the quality of your site and its content.

 

People are drawn to authority sites. They want to be in the company of experts. They don’t want to be part of a swamp of disconnected, low-quality content.

 

The quality of the content on your site becomes the rudder and guide for your contributors.

 

The higher the quality of what you write for your site, the higher the quality of the contributions you will attract.

 

The greater the clarity of your positioning as the “host” of this interaction, the greater the clarity and focus of the content your readers will provide.

 

Quality begets quality.

 

That, I think, is the greatest challenge and opportunity for both ecommerce and publishing sites in the world of Web 2.0.

 

Concluding thoughts...

 

When you welcome interaction with your readers, it becomes even more important that the site’s professionally written content and copy be of the highest quality.

 

Every word you write and every opinion you share will be open to public scrutiny.

 

The same goes for your sales messages. If you enthusiastically promote a low quality product or service, someone will write in and challenge you.

 

In this way, Web 2.0 demands more transparency. As a writer, you have to be honest with yourself and your readers. Every reader becomes a potential critic and editor.

 

And this, in my view, is a good thing.

 

 

 

 

 

Resource Reviews:

 

7 Ways to Power Up Your Landing Page Headlines

Of all the factors that influence the performance of your landing pages, the headline is the most important, and will have the biggest impact on your conversion rates and revenues. This report describes seven ways in which you can increase the performance of your headlines.

Learn more and buy...

 

The 6 Elements of a content-rich, money-making e-newsletter

 

This 16-page report gives you the information you need to build a content-rich e-newsletter. With great content you will grow your list and win the attention of your readers, year after year. And when you have your readers' attention...you then have the opportunity to make money by presenting relevant offers.
Learn more and buy...

 

 

 

 

Self Publishing – Your complete business plan for creating a life without borders. By Gary Scott.

 

A remarkable program for anyone who is serious about building a self-publishing business. If you just want to write a flash-in-the-pan ebook, this isn't for you.

 

But if you want to build a self-publishing business, based on a process that has been refined and proven over a span of 30 years, get a copy today.
Find out more..

 

 

 

Sign up for the Excess Voice Newsletter and get this 35-page Guide FREE.

 

Writing For the Web #1

7 Challenges every Writer and Copywriter faces when writing for the Web

 

 

 

 

Sign up NOW and I'll send you the link where you can download this 35-page guide...

 

Email:

(Your email address will be used only for the purpose of sending you this newsletter, and you'll be free to unsubscribe at any time.)

 

 

7 Ways to Optimize the Performance of Your Home Page

 

 

 

 

7 Ways to Power Up Your Landing Page Headlines

 

 

 

 

Get ahead faster by networking with influential people in your industry

 

 

 

 

 

Write and Publish your own eBook in as Little as 7 Days. Find out how...

 

 

 

 

 

 

 

 

© Nick Usborne. All Rights Reserved.