Techy? Sometimes. Funny? Often. Relevant? Always.

Better not to to speak than to speak and live contradictorily.

If I’ve heard one common theme in the last 6 months, it has been this — “Content is the most important part of your website; it drives every other part.”

But it’s easy to say this or to admit that it’s true. It is another matter to practice this doctrine of the Web.

Last week at the Internet Summit I was privileged to hear John Kosner, the guy who runs ESPN.com. He said their team of 300 staff is divided so 1/3 of them are dedicated to content and the remaining 2/3 are designated for design, development, etc. Granted, they are a news-oriented company. However, virtually every speaker, moderator and panel participant during the Summit echoed the same message.

So, if Content is King, who are its subjects?

• Design: Content strategy and development should precede design discussion and execution. Design is also subservient to the Content. Whatever the Content says, goes. Design doesn’t have the right to say, “Look at me.” It has to say, “Look at what I have to say.” Design is a subject of the King.
• Menu Structure: Shakespeare plays always have 5 acts. Web sites don’t always have the same number of main menu items. Furthermore, if every website you develop, design, or consider good has “Home, About Us, Connect, and Contact,” you flat out don’t get it. King Content rules over the menu structure. Stop launching coups against the Content by squeezing it in to your template menu structure. You won’t overthrow the King. You’ll just have a crappy website.
• Social Media: If Content is King (and it is!), then Social Media is his Royal Steed. The goal of social media isn’t to allow you to say “We’re on Facebook” or “Follow us on Twitter” with overused colorful icons. The goal is to feature content, whether that be written, visual, or audio. Over and over again at the Internet Summit, we were exhorted to use these social media tools to stimulate and perpetuate conversation among our audience.

Much more could be said. Suffice it to say, if Content isn’t King of your website, your website has been overthrown. Regain the scepter again today!