Organizations frequently give too little attention to Web content creation and management. The fact is, rich content that is continually freshened attracts both return visitors and search engines.

A well conceived Web content creation and management strategy:

• Keeps your customers and prospects informed and your products and services front of mind
• Increases the relevance, and thus the page rankings, that search engines attribute to your site

Content Creation: Internet as Information Medium

Your customers and prospects use the Internet to research your products and services. As obvious as this statement may seem, many Web sites ignore it. Many Web sites publish marketing hype instead of the information your customers need to make informed buying decisions. Not only is this practice disrespectful and frustrating to your customers, it is detrimental to your selling effort.

An informed customer is your best customer. This statement has been a truism in good faith marketing forever, but it is axiomatic in Internet marketing. Customers come to your Web site for information. The more information on your site, and the more readily available it is, the more likely the customer is to return to your site, and the more likely you are to make a sale.

Content Management: Empowering Info Workers

Your Web site should enable the exchange of information between your information workers and your customers. Peter Drucker rightly identified the emergence of the information worker as one of the most significant developments, for all kinds of organizations, in the late 20^th Century.

Information workers inform each task with their knowledge. The information worker does not merely carry out tasks as ordained from above. The knowledge to carry out these tasks effectively and efficiently resides with the information worker, rather than with the supervisor. As a result, the old-fashioned command and control structure of organizations gives way to a flatter organization.

A content management system (CMS) empowers your information workers to communicate their knowledge to customers effectively. By making subject matter experts within your organization responsible for ensuring the currency of the information on your site, you empower them to communicate their knowledge to the customer, and improve your chances of making a sale.

Call 1-800-339-7834, or (416) 686-9609, or e-mail today to find out how Run-time can help you develop your Web content and implement content management best practices.