Building a Community Around Content

When it comes to developing a website, creating content that keeps people coming back can be a challenge. So how do companies use content to develop a community of individuals who continue to use their site? My professor in Web Soup, the class I take right before Multimedia, gave a great example of this last week. He talked about how when he was hired by the Discovery Channel to redo the website, he noticed that the majority of searches that were taking place on the site were for television shows. Yet the content on the website had nothing to do with the channel. It had links to different topics, but it did not focus on its television programming, which seemed to be what people really wanted. In finding out this valuable fact, my professor was able to help Discovery revamp the content on its website to focus more on the needs of its audience.

When building content for a site, I guess the number one question to ask is, “Why should people come here?” A website needs to be a reliable resource to which people can turn. Some may criticize the Washington Post’s website, but I think they have definitely succeeded in building an audience around their content. Some may argue that they are the dominant newspaper in the city, so of course their website would be frequented. This may be true, but people can turn to many other news outlets for similar information. I think that for the most part, the Washington Post understands the needs of its audience. It covers a diverse population with different interests and needs, yet there is something for everyone. Many, like myself, turn to the site for the latest local and national news, but I have also started going there for book reviews, health information and suggestions for stuff to do on the weekend. I'm ashamed to admit I even turn to the “people” page for celebrity gossip.

I also like the fact that I have a voice on the site. I don’t have to submit a letter to the editor -- I can simply comment on any article or blog that I read and engage in dialogue with many others in the DC area and beyond. Allowing the audience to add content definitely helps build a sense of community.

I believe consistency is also very important. When I open the page, I see the logo at the top, and I know where to find the opinion section, the classifieds and the daily photo slide show, just to name a few. Being a reliable source definitely keeps people coming back.

I think the Washington Post succeeds much like Wal-Mart. People come to rely on it for many purposes, and as long as they continue having positive experiences, they will keep coming back for more.