No such thing as a random satsuma

Apr. 30, 2012 | by Danny Chadburn

The brightonSEO conference earlier this month came and went with a flurry of insight and opinion, and a hadouken.

Those returning after a classic sun-drenched Brighton lunch hour were treated to a presentation from iCrossing’s very own Charlie Peverett. He told a tale of innocence, how he spent his days as an editor blissfully oblivious to the intricacies of SEO. However, when the curtain was pulled back he peered into a murky world that revealed the true reason why nobody was reading his content

The presentation is now available to view in all its glory, where you’ll discover why ‘great content’ is more than just a check box on a SEO to do list (an issue discussed in greater depth in our latest ebook, How to Plan a Content Strategy).

If you pay attention you may spot a random satsuma.

Now in the world of content, there is no such thing as a random satsuma. Everything produced has a specific place and purpose, whether you’re creating content to feature on a high-traffic homepage, or choosing imagery to include in a presentation to a rowdy group of internet boffins. As a well versed content strategist, Charlie knows this full well and the subtlety and swiftness with which he moved on from this citrussy slide hinted at a more cryptic meaning:

  • Was he referring to the segmented nature of organisations and how content allows the pieces to come together under a single unifying skin?
  • Was it a Christmas stocking analogy, suggesting that good content is expensive, as opposed to cheap and dirty (like a piece of coal)
  • Was it satsuma at all, or had he tricked us with an image of a tangerine, mandarin or clementine?

Even if the only real purpose was to raise a chuckle from the audience, then it certainly achieved its goal. This is a lesson to heed for all website owners and content producers; you can’t just plonk content into your site and hope that it will do the job. You need to go through a thorough process to determine the right content messages, languages and formats to portray your brand, whilst testing that what you say is helping your audience achieve their reason for being on your site.

In short, if your satsuma isn’t achieving the right results, it might be time to replace it with a guava.

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    Comments (2)

    • danny.chadburn

      I'd say the title is 'as' important - if you lure people in with a snappy headline, then disappoint them with the content then you'll annoy your visitor. On the flipside, you can produce great content but you severely limit your chances of it being seen if it's not got an enticing title.May 3, 2012 02:14 pm

    • Derek Donnelly

      No such thing as a random satsuma - great title and made me read and watch. So is the title more important than the content?May 3, 2012 01:09 pm

    Please note: the opinions expressed in this post represent the views of the individual, not necessarily those of iCrossing.

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