Katie McCaskey

Content is constantly evolving - are you prepared?

Ah, silly content producer…. did you think that you could rest easy after battling zombie content that never dies?

Uh, no.

Besides zombies, you have to worry with something else, too.

No, we’re not talking about finding the “next Twitter” or searching for the “Facebook killer” or discovering some cutting edge app. The distribution channel doesn’t matter as much as this factoid:

Your content will evolve. Will your brand’s online marketing efforts evolve along with it?

Not so long ago web content was treated a lot like traditional print content. You built it, got it approved, and forgot it. Now, with Web 2.0 tools you’re expected to keep that content updated and fresh — expectations set by both the public and the search engines. This is the inverse of zombie content  — and it is demanding. Darwin-esque demanding, in fact, if you want to win with content.

I am working again with a client whose website I built wayyy back in 2006. Naturally, this clients’ business has evolved, as has the marketing needs. The new site requires the flexibility to allow for content evolution. We left the “set it and forget it” online communication stage ages ago.

Here’s what you can do to prepare for ever-evolving content:

1 – Invest in a content management system and teach stakeholders how to use it. This is not carte blanc to let just anyone near your site. Hell, no. You still need content leadership and one person in charge of editorial considerations (not your intern, people, please!). Rather, you want to build a content system backbone that allows for frequent and easy updates. Where appropriate, teams or groups can feed the content beast of your site… again, with dedicated leadership in place to ensure standards are met and marketing messaging is on point.

2 – Accept that content changes. Some people are in great denial here for one simple fact: it’s a lot of work. Sure, you can still slap up a website and forget it. But in an environment growing to expect engagement, is a static site enough? Winning with online content demands that someone manage the regular influx of new material. And again: you need someone to keep your new content on message.

So, bottom line. Is your online content vibrant, alive, and growing? Have you evolved?