Monday, April 19, 2010

An Interesting Content Manifesto

A tweet from @avantgame (Jane McGonigal - game designer, PhD. researcher, futurist) really struck a chord with me about Web content. With a few small tweaks it makes a good manifesto.

Here is her original tweet:
"Looking at an email query, I realized tonight: I don't make games ABOUT things. I make games IN ORDER TO do things. To achieve goals."
Content Manifesto: Don't create content ABOUT something. Create content IN ORDER TO DO something. To achieve goals. All content should be in service of a goal. If not, cut it.

For some projects this might even be a good field to capture in the content matrix - Page Goal. What are you trying to accomplish with the content on this page? Write it down and get agreement.


  1. Found your blog on while doing research on some content strategies. I'm impressed with what I'm seeing here. Hopefully I'll be able to put some of our tips to work.

  2. I agree, absolutely. When working with clients on content, my first question is always, "What is the purpose of this page?" That purpose may be very clear and immediate, like "Get them to subscribe." Or it might serve a slightly less concrete purpose, like, "Engage the readers and make them want to come back, or share this page with others." But one way or another, every page needs a purpose or a goal.


  3. An excellent guiding principle Richard. I'm certain I'm not the only one to think that either...I received this link from a double-retweet.

    I blogged on the same topic (with a link back here) too.