Web launch delays blamed on lack of content. A survey of digital agencies reveals that website launches are delayed by as much as three months because content isn’t ready or suitable.
This finding doesn't surprise me at all. In my experience, many organisations underestimate the significance of content when planning a website. This can even include websites that are meant to be content-rich!
“Agencies and their clients must put content at the centre of their web strategies,” said Barry Monk, director of Next Communications, the digital marketing content company that conducted the survey.
This survey came from the agency perspective, but the unfortunate truth is that it doesn't get much better post-launch (after the 3 month delay), when the responsibility shifts client-side. Even if the organisation puts effort and investment into initial content, it is not uncommon for there to be little planning or structure for sustained content. Websites then end up with stale content, or too little content, or under resourced content professionals within the organisation who are overworked and undervalued, (and possibly underpaid).
Early 2005, I hosted a roundtable discussion on web content strategy. I remember it being a lively group - very smart and passionate about web content, but at the same time frustrated. A common complaint was how organisations viewed web content as an IT issue, Dispel the Myth that content strategy is an IT issue. As a result, web content suffered. Content professionals were chosen for IT skills, rather than marketing or communications ones. Web content wasn't integrated with other messages, nor was it aligned with organisational strategy. Investment was too focused on technical issues. And so forth....
....Today we have a flourishing digital industry, Web 2.0, the rise of user generated content, etc. Investment in the web is increasing, as is the recognition of that web does not equal IT. So, is it possible that organisations still are struggling with how to manage web content and content professionals? And how can we help change this?
