Businesses who invest in new software to redesign their websites will not see success if they just migrate the new technology with bad content.
Spending a lot of money on a new software system to redesign a website is “doomed to failure” if the same bad content is migrated into it, it has been stated.
Writing for New Thinking, web content management expert Gerry McGovern said there is probably nothing worse for a public website or intranet than content migration.
He claimed that business management teams fail to recognise the significance of content.
Managers coordinating a business website think it is enough to throw money at a problem, according to Mr McGovern who described this strategy as one from the “stone-age”.
He urged: “You get the website you deserve. Quality content is at the heart of all great websites.”
Mr McGovern described bad content as “puff, fluff and vanity” that is not beneficial for the customer’s needs.
Companies, he claimed, do not hire professionals and instead appoint a junior member of staff with less experience to manage the website.
As a result they do not exercise reviews or quality control – they merely take print content that is not unique and “shovel” it onto the web.
Meanwhile, Microsoft also stated that people controlling the marketing and customer service budgets of a large company need to be educated on web strategy.