Remember the days of producing content on your website just to, well, produce content?
Maybe it was for SEO. Maybe it was to add another element outside of product descriptions and the “About Us.” The more content, the merrier.
Content may be king, but it’s a pawn without relevancy for the buyer. Two reports released in the past week -- one by IDG Connect and the other by Forrester Research -- deliver this message.
“When it comes to providing content, the two most important things are its alignment with organizational needs and its relevance to the buyer,” Robert Johnson, vice president and principal analyst for IDG Connect, told CMSWire this morning. “… More vendors have woken up to the fact that they simply can’t just create new content. In some cases, the buyer can’t find what they need and when they do find it, it isn’t relevant enough. It’s hurting vendors.”