When your website doesn’t reach
the hearts and minds of your audience,
try content strategy.
Content strategy helps you plan for the creation, delivery, and governance of useful and useable content (see Content Strategy for the Web by Kristina Halvorson).
Critical to content strategy is deciding what you want to achieve with your audience (which might not be content; it could just be an idea). Then decide if your content/idea will help you meet this goal.
Here is a useful and usable slideshow on content strategy, created with the collaborative effort of all the global content strategists at Blast Radius —including myself.