Christine Perfetti, from User Interface Engineering, wants your content to suck.
Her presentation at the Public Media 2007 / Integrated Media conference this morning – “Why Content Must Suck” managed to draw a full crowd, despite being at 8am.
The concept, once you get passed the deliberately provocative title, is that rather than pushing users around, or forcing them through content in which they are disinterested, your content ought to pull users in, by virtue of its interestingness and applicability to their concerns.
(How many times have you heard discussion of making sites sticky, or driving traffic to a given page, or pushing users toward specific content?)
Creating content that sucks means focusing on satisfying user needs first, and then building the platform in such a way that it allows users to find the content which will satisfy their needs.