Gas is always embarrassing, whether you’re with a date, or just courting a new customer. If either one of these folks catches you trying to slip some by, you could be looking at the end of a potentially beautiful relationship.
But let’s be clear: Gas as I’m defining it today is much more than the remnants of last night’s burrito special. Think about it in terms of excess toxic content related to your business:
Fart #1 – Remember that datasheet for the product that fell flat right after launch three years ago? You may have forgotten all about it, but your
customer in Singapore is currently downloading it from some dark corner of your Web site, and hoping to place an order.
Fart #2 – That “quick-turn” brochure that Randy from Sales pulled together on his own has nothing whatsoever to do with your current corporate branding―but of course, Randy’s still sharing it with partners via your extranet.
Fart #3 – Pry open the door of your site’s Media Center, and what do you see? Is the most current press release featured there from way back in 2006?
This horrible stinky content is not only embarrassing; it can actually drive customers away from your business. When the content you’re presenting to your target market is outdated, irrelevant, mis-branded, or just plain incorrect, you’re creating confusion.
And nobody in a state of confusion is going to whip out their
wallet and make a purchase.
The Best Antacid EVER
One of my favorite things to do is a content audit, and it’s one thing that many companies don’t think of when they are building their content strategies. It’s not enough to just create new content; you also need to clear the decks of all the old garbage that can taint the effectiveness of the fantastic stuff you want to
share with your customers today.
A good content audit is like a juice fast, cleansing your corporate and product marketing of all the junk that’s adhered itself to your organization over time. Once you’re confident that your customers are receiving a message that is consistent, relevant, and timely, you can stop clenching, relax, and get on with marketing your business.
Don’t know what’s lurking in the bowels of your Web site? I’ll put on my miner’s lamp, ferret out the nasties, and in no time you’ll feel light as a feather! Just shoot me a note, and we’ll get to work!