Year-end Content Clean Up

I find the end of year a good time to look back on one’s personal and business activities. It’s a time to regroup and look towards the next year by appreciating your accomplishments and recognizing that some things you didn’t get to -- maybe it was the new photo album series you were going to transfer online or that visionary initiative you knew would yield cost savings for your company.

There is a long list you can fill in the blanks. But one of the to do’s difficult to keep at the top, is reviewing your web site for dated content.

Cleaning up content is so, I’ll get to it later— yet nothing is more effective then telling your visitors and customers you don’t care about your web site when they see old and irrelevant content.

Part of the toil of reviewing sites is that it can be daunting with some times thousands of pages to manage. Here are some areas to screen on your web site:

• News center: If you have a dynamic system, there is less to worry about. If you don’t, then start by archiving the previous year’s news releases and newsletters. Make sure updated logos and images are available to the media.

• Calendar: Check holiday schedules, events, locations, seminars and post information about the up coming year. If you don’t have content for the next year state a time for visitors to check back for updated information.

• Mergers and acquisition notices: It is customary to leave content on the home page regarding a new merger or acquisition up to a year allowing customers ample time to become informed about the changes. After that unless directed by legal it turns into a dusty item taking up valuable space for new content.

• Copyright line: This needs to change so make sure your web developer has it on his/her list and if it is suppose to change automatically through your content management system, please check on Jan. 2 that it has done so. See Exxon’s footer --http://www.exxon.com/USAEnglish/GFM/Products_Services/Fuels/Fuels.asp

• Product and service introductions: Read the copy for words like new or introducing. Check to see whether the list of descriptions reflect changes to the product/service offering and be clear which offerings will be focused on in the coming year by your organization.

• Private policy: Does it include coverage of mergers and acquisition and/or newthird party associations and new customer information policies?

• Royalty and royalty-free art work: Renew your rights and fees with your agency or image stock house provider.

• Senior management or key subject matter experts: Check bios, update and remove those that have moved on.

• Set editorial calendar for next year: Schedule banner placements and content development of upcoming promotions and recurring events.
  

It is worth the time. Your web sites represent your work and your company’s image.


Next: Content Hygiene


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