Sidebar: Food for Thought
For those in the business of buying content to increase productivity and profitability within an organization or to attract and keep users, there are questions that need to be examined to maximize the return on the investment. Content is a key ingredient of a successful site but it can be served up well in a variety of ways.
- Start with motive by asking, why are we acquiring this specific content?
- The meat and potatoes of the issue may well be, how will this content (and/or technology) integrate into the workflow?
- Does your plan deliver the information to where it is needed and according to the role of the person who needs it?
- Should/will the content be personalized?
- When will the content be up and running and when will you see an ROI, if applicable?
- Is this the best search you can deliver? n Does the language work for your needs? Is the taxonomy on the mark? Does it have effective content display?
- Does your webmaster work with you or against you? Who will benefit and who will be reached?
As beautifully put by Rudyard Kipling in Just So Stories, "I keep six honest serving-men (They taught me all I knew); their names are What and Why and When and How and Where and Who." Kipling's trusted delegates are worth remembering when making decisions about how to deploy content in internal and external sites. Ask the questions—-What, Why, When, How, Where, and Who as you consider new content. It's a brain exercise that, if done diligently, will fulfill the need for powerful, precise, and explicit content to best serve you and your company.
Companies Featured in This Article
Digital Channel Consulting www.digitalchannelconsulting.com
Dow Jones www.dowjones.com
HighBeam Research www.highbeam.com
Journal of Intranet Strategy & Management www.intranetstrategy.com
Jupiter Research www.jupiter.com