Greetings discerning readers!
This week, Kelly Goto contributes a piece about one of my favorite topics: content management—more specifically, content managers.
Kelly's Premium piece is an excellent road map, especially for those in marketing who are tossed a site development project—and a magic wand—and charged with conjuring up the content for those pages. For that matter, it's a great strategic look for any marketing person charged with managing some aspect of an organization's Web site.
Kelly expresses a sentiment near and dear to my heart when she talks about something called "client magic"; that is, a client company somehow thinks marketing people will magically produce content for a new site (or site redesign) "on time, using existing marketing resources, without hiring an expensive copywriter."
Producing a Web site is daunting. It's hard work and demands massive investments of time and money. As the major face of your organization in the online world, it is all that and more. That makes perfect sense.
Then why is it, as Kelly asks, that the role of the content manager, and the process of creating content, both unclear and mismanaged? Why is the value of content managers often underestimated and their input often marginalized?
Read Kelly's piece and let me know what you think. As always, your feedback is both welcome and encouraged.
Until next week,