“Are you primarily working with clients on their Facebook & Twitter content?” This question came up in a Q&A after a lecture I gave at a digital conference in Tel Aviv.

The answer? “Actually, no, we’re too busy working on core content issues,” I answered.

What is core content, you ask? To answer this, we need to take a look at the following chart I frequently refer to in my presentations:

The Four Layers of Website Content

It all Starts with the Core

 In almost all B2B websites, one of the most visited page is the “about” page. If you don’t believe me, check your analytics.

This should not be a huge surprise, we all like to know whom we are doing business with. I find more and more website that are very busy with the top layers of content of their websites. That is a good thing, but not on the expense of keeping the the core pages of the site fresh and engaging.  Failing to do so, will screw up the entire balance and UX of the site.

The Core

The core content on a website will typically provide the fundamental information about the company, the service or product. It may include webpages such as “About”, “Contact”, “ Team”, “product information” etc. The main challenge in these types of pages is to balance the need to be informative and SEO friendly without being too dry, and to be able to create engagement. On the other hand, content managers should avoid the trap of trying to look too cool and slick while creating a user experience that compromises the functionality and accessibility of the core content.

The Service Layer

More and more users expect to get service online. This can be done through an enclosed log-in area. It might be a fancy dashboard with functional features or just plain access to premium information. The service layer information can and should provide consistent and coherent fresh content. Examples are “my.subaru dashboard” or “my-real-estate-mls-portal”.  Although the data and numbers are usually machine generated, there is a place for customizing content language and creating a distinct experience.

Inbound Repository

All of the content that serves the site’s inbound marketing efforts needs to be stored somewhere and the best place for it is in your website. Blog posts, posts with videos, press releases, interviews, surveys and courses, all should be in the website.  The benefits of having this type of content on your site are enormous. It helps your SEO ranking and brings search traffic to the site. It helps build authority and it enhances trust both for users and for SE bots. The content, while situated on the site, can always be distributed on social media platforms and draw even more traffic and clout inwards. With the help of good inner linking and tagging, it could also help the other content layers.

Promotion Funnel

Landing pages, shopping carts, remarketing generated content are all typical examples of native, yet non-organic content elements. While online marketing geeks like to keep them isolated, mostly for tracking needs, they could be woven more organically into the site’s fabric and bring even better long term results.

Lately, more and more site owners realize that their content needs to be redone from the ground up. The core of the content needs to be kept fresh and relevant. That is even more critical to attend to before turning to work on all of the content layers.  Sometimes, this process can open a whole can of fundamental questions about the business and the brand. Positioning and messaging are suddenly on the table for discussion again. But no need to panic. This is a great opportunity for companies to freshen their marketing narrative and to re- focus. This is highly critical work that should impact many other aspects of a business.