Content management equals continuous improvement

“Managing content can yield enormous rewards, but it requires a continuous improvement model….

“I know of a hugely successful website where changes are made several times a day. I know of another website that has achieved four times the industry average in lead generation because of a continuous improvement model. In fact, I can’t think of a successful website I’ve dealt with over the years that hasn’t had a continuous improvement management model….

“Properly managed, content has fabulous potential to deliver value. But too many organizations treat their website like a coalmine when they should be managing it like a goldmine. As web professionals we must continue to build the business case for the investment in a continuous improvement model. The value is unquestionably there.”

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