Epiphanies happen at the most ironic times. I was enjoying a great keylime pie when a light bulb went off. I need a strategy to keep on top of my web content. My current strategy required me to ask other departments to help locate content issues and depending on other people’s busy schedule delayed our whole content production process. Our website is constantly being updated and our visitors were beginning to feel the delay in our process.
I began researching for a solution when I got home that night, and I came across an article by Lisa Welchman about Web Operations Management (WOM). WOM is based on the principle that the Web is not a project with a clear beginning and end, but is rather an integral component of an organization’s business operation. This is what my content strategy needed; it needed to be incorporated in our day to day operations.
In order to incorporate my content strategy into our business operations, I wanted to take a preventative stance on our web content issues. I began looking into various web monitoring services that would monitor content on a daily basis.
What I wanted:
- A product that allows me and my team to work together collectively to efficiently monitor our web content
- A product that is able to generate reports on the issues that are being monitored
- A product that is able to ensure accessible content
This product would provide a single platform to monitor all of my content guidelines including web specific key performance indicators (KPIs) such as, web accessibility, link checking and spell checking. Content problems would be located and corrected without the assistance of other departments. This was exactly what my content strategy needed.
Whether you rely on a strong content publishing process or invest in a web monitoring service, the end goal is to ensure your web presence is accessible to all and error free. As marketers we want to provide the best experience possible for everyone visiting our site. And in order to do so, we need to incorporate our content strategy into our day to day business operations.