Emily is our Senior Director of Client Delivery. She consults with clients, leads projects and works alongside our team of creatives and developers to provide solutions to complex business challenges.
Top 4 Reasons You Hate Managing Content on Your Web Site
Some content managers love their jobs. Some content managers hate their jobs. If you are in the second category, maybe it’s because of these reasons.
1. You have no strategy.
You are just updating the same old copy that somebody originally wrote fifteen years ago. Maybe you’re babysitting a “helpful links” page. Stop filling orders rather than seeking and producing content with a defined purpose.
Take time to make a real content strategy. Involve key stakeholders for their great ideas (and more importantly, their buy-in). Identify your target audiences. Define your users’ goals and your organization’s goals for the site and figure out how you are going to use your site’s content to meet those goals. Select topics that will bring you the right traffic. Establish your site’s voice. The strategy is your filter. It tells you what to spend time on and what to say no to. It tells you what content to cut and what content to create.
2. You have no style guide.
You (and other people) are always finding style inconsistencies throughout your site. Where does your company stand on the Oxford comma? Are page titles in sentence case or title case? Depending on the reviewer or writer you seem to be constantly fixing or unfixing things.
Select a style guide. Preferably one aligned with your industry and intended for web writing. Create an organic style guide to keep track of all of your industry and company specific terms.
3. You have no content governance plan.
Every time you make a content change you have too many, too few, or just the wrong people review it. This means it takes forever to make changes or you end up with sub-par (maybe even inaccurate) content on your site.
Create a governance plan that makes it clear and transparent who is responsible for each section of the site. After much experimentation, I have had much success with an adapted version of this model.
4. You are looking at the wrong analytics.
You spend hours and hours each week (or each month, or just when somebody asks) putting together reports, but you’re just making reports for the sake of making reports.
Are you reporting average time spent on site? How are you evaluating that? Is it a short time win or a sign that your site is impossible to navigate?
Isolate the site’s goals and define key performance indicators that align to each goal.
Create dashboards or custom reports where possible to reduce your time manually manipulating your Google Analytics data pulls in Excel. Review the reports with other people regularly AND isolate improvements you can make. Identify the things you should do more of because they’re working so well.
Take a step back and take some time to improve your process. The steps outlined above can improve your personal workflow and make sure you’re aligned with the rest of your team.