People come to a site to get information that they can learn from, identify with, and hopefully put to good use for themselves. "Do I want to work for this company?" "Do I want to buy this product?" "Do I want to participate in this program?" "Do I want to join this association?"
User-centered content addresses the reader's needs, not those of the person or organization generating the content.
To ensure that your content is user-centered:
- Make sure it answers the question "so what?"
- Focus not on the features your product offers, but what benefits the customer will enjoy as a result of those features