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Managing Content in 2009
Given the number of Web Content Management systems in
the market now, you'd think most company website would
be brimming with carefully edited, quality content.
In his article, Web Content Management: 10 Predictions
for 2009, Gerry McGovern makes it clear that's not the
case.
In part this is a cultural issue. Most company websites
are still the responsibility of the IT department. In
part it's historical. Commercial organisations outside
the publishing sector rarely see themselves as
publishers.
This will change over the coming year. Companies with
poor web content will realize that the successful
websites in their market sector use content, keywords
and linking strategically to draw new traffic or convert
existing users into customers.
Shifting focus in this way can require considerable
internal change. Introduction of a house style and a
forward publishing plan, which are standard tools in a
publishing company, requires that someone relatively
senior (probably with publishing experience) takes
responsibility for the process, the quality and the
consistency of the resulting content.
The good news is that publishing quality web content can
drive profits and increase sales prospects. In essence,
it makes very sound commercial sense.
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