Content Management Matters ™

Not only do many websites have unreliable metrics; they're usually measuring the wrong things.

We're all dressed up or down and off to go interneting. And by interneting, we mean we're going content consuming.

You're dressed up. I'm dressed up. So what we want to ask is: What's your content wearing?

No, this isn't your CMS trying to seduce you. It's a valid question. As we've discussed many times here, there's much more to content than management. You are what you wear or what you eat...or some such thing. And the same goes for your content. So let's talk about its personality.

The Web is showing us that in a great many areas of human endeavor the best intelligence lies in the network as a whole, rather than any one element.

The key to successful conversion rates is getting information to the right people at the right time.

Internet technology provides businesses the ability to pin-point markets at precise moments. However, if you’re not delivering the right information, the entire effort, investment and process is severely flawed.

Press releases are a form of propaganda. Publishing them on your website shows your customers how you are attempting to spin the media.

The Web allows us to marry collective intelligence with expert knowledge. This is an unbeatable combination.

The Web offers one of the most significant opportunities to communicators in modern history, but requires a total redefinition of what communications is.

More than 88% of Internet users believe they are served poor content on the Web, according to an online poll conducted by Webcopyplus.

Traditional advertising is broken because it charges us time, when time is becoming our most valuable resource.

Redesign is classic organization-centric thinking. It rarely has much to do with making things better for the customer.

Installing Google for your public website or intranet does not replace the need for professional management.

Your web copywriting doesn't describe reality, it creates it.

In fact, every word you feature on your website has the ability to build -- or damage -- how prospects perceive you. What you say and how you write it directly impacts whether an online visitor:

• Sees value in your product or service
• Trusts your business
• Decides to invest in your offerings

The Web is supposed to replace manual service with self-service, but sometimes our number one task on a website is to find someone to talk to.

The absolute essence of being customer-centric on the Web is a relentless focus on saving customers time and money.

Words are the building blocks of every website. But then, words are the building blocks of modern civilization.