Redone your website lately? Did you get held up when it was time to build out as all that content you thought you had wasn’t really there? Or it wasn’t in a form that was appropriate for the web?
We’re routinely finding that clients underestimate the amount of time and effort it takes to generate good quality copy that’s useful for branding online marketing. And most clients I talk to about this are quick to agree that it’s a problem in their organization.
We’re currently running a program on mechatronics (the integration of electrical, mechanical, and software design in a single device like a cell phone or a car) with a major industry publication’s website. Over the course of the year, we quickly discovered that having fresh content fuels tremendous increases in traffic and click-thru’s. And, that consistently getting this content is harder than anyone thought it would be.
There’s no magic bullet for solving this problem, but we find that the organizations who take the difficulty of generating good, web-friendly content seriously have fewer problems. We suggest designating an “owner” who’s responsible for ensuring that content is gathered and is consistent with company branding. Of course, if you need help with generating content, we can help you. But to simply figure, “Ah, I’ve got it in my brochures‚” is probably not going to result in the best outcome.