A few weeks ago we started a series of posts to help guide you through the process of updating your organization's website for the new year.  Our first post dealt with the overarching purpose of your website.  "What is the purpose of our website?" seems like a simple question, but it's not.  Detailing the reason your website exists is critical for laying the foundation for a good web strategy.  After you answer the first question, you can move on to the other fundamentals that encompass a great website.  Here's part two:

2. Content and community

We've all heard the term "content is king", which accurately places the substance of any piece of communication above the aesthetic design.  But a new paradigm has entered the fray.  No longer is good content the only thing that brings people to your website, and keeps them coming back. It's also important to facilitate community. It's what makes your web presence "sticky". 

There are simple and sustainable ways to produce great content and catalyze community.  First, content.  Before you start writing copy for your website, be honest with yourself and your team about your writing skills.  You don't have to be Shakespeare in order to write good content for your website, but you do need to be thoughtful and thorough. Think creatively about incorporating other people from your team or organization who possess writing skills which include being scrupulous regarding grammar and spelling.  Technical writing skills are important but make sure your content is interesting and relevant for your intended audience.

Second, community.  This can be trickier than content.  Community relies on the ability for an organization to consistently communicate back and forth with your website and social media users.  It is also closely tied to creating good content, in that your content will facilitate conversations and community online.  And just to be clear, content can be anything from a blog post to a church announcement.  Depending on the age of your church or organization, its geographic location, and many other factors, your online community can look drastically different.  Ask questions of the people in your community to help formulate your online strategy. Is your target group active on Facebook or Twitter? Do they read your weekly emails? Do they use smartphones and apps? Don't get into online community by simply joining a few social networks. Give ample thought to what's sustainable for your team and most applicable to your community.

Content and community are difficult and time consuming, but getting this part of your web presence right from the beginning is a vital component to a great web strategy.