Many enterprises spent their web budget on graphics and programming. Now the value of website content is coming to the fore.
Stephen Spencer’s remark in Tech Republic that content is as valuable as property, manufacturing equipment, skilled labor, strategic marketplace relationships, equity capital, and cash flow comes not a minute too soon.
CIO of ScreamingMedia, Spencer says implementing a website content strategy delivers a high, fast return on investment (ROI). An effective strategy is linked to your business objective, is supported by an effective infrastructure and, above all, reliably delivers the right content to the targeted audience.
Far too many business owners and executives have no effective enterprise wide content strategy in place. Web content is added ‘on the fly’ and by different departments.
As we move further into the information age, knowledge management becomes one of the most important aspects of an enterprise. All kinds of content is created and sent out all day, everyday.
And every interaction creates an impression – a perception. Each one is a little Moment of Truth eiother building or destroying your brand.
Targeted, branded, and niched website content differentiates you from your competitors. When it is well written and based on research, surveys, the keywords your target audience is actually searching on and using in chat rooms, forums and blogs, you know you’re right on target.
I agree that using in house resources to produce your content is not always the way to go. Yes, they have the knowledge and familiarity, but they don’t have the skill and the focus of someone who does only content.
When you retain a website content strategist who devotes all her time to the nuances and new developments in technology – like blogs, news feeds and media oroms, you’re way out in front of the pack.
A structured content strategy is a prime business asset that pays dividends
