Intro to Centralising Content Generation

Intro to Centralising Content Generation

In order to tell you why and how Intrinsic Media advocates centralising content generation and using a company website as the central point of communication, allow us to unpack the phases that the Internet has gone through and the impact of the online evolution.

The Evolution of the Internet:

The first phase was about getting online – merely having a presence.

The second phase was about improving development – having a site that looked good. Many companies started implementing business enabling software through an online context during this phase.

The third phase was about connecting – the explosion of social media and blogging.

Let’s pause here to zoom in on this phase and the ramifications of its development. Blogging and social media made technology accessible to everyone. WordPress (along with other free content management systems) and Facebook have revolutionised the Internet because they have made self-publishing easy and popular.

Almost anyone can come to grips with hosting their own WordPress blog and master the basic skills of creating a website. And even if that’s too complicated, a Facebook Fan Page can be created and maintained with no web development skills whatsoever. So now, anyone can publish online.

At the same time, Google has been making radical changes to its Search Engine Optimisation (SEO) algorithms in its unending quest to help people find what they are looking for.

This brings us into the fourth phase of the Internet – content is king.

Anyone can do it… or not?

By giving everyone the ability to self publish; and with search engines all striving for the goal of the holy grail of the Internet – accurate SEO – companies and individuals have woken up to the fact that they have to have the right content on the Internet to (a) accurately portray who they are and what they do and (b) have more chance of being found.

These two points are encapsulated in the term ‘online reputation management’. What does your website, Facebook fan page, Twitter account, Linked-in account etc. say about what or who you are? And will people be looking to engage you or listen to you based on what they see online or not?

In terms of where business is going in a digital world, all communication channels – be it PR, advertising, sales documentation – will increase traffic to companies’ websites. Company websites therefore have to accurately represent what the company does. Use the website as tool to communicate assists with SEO, something we’ll get into in: How we centralise content generation.

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