3rd April 2024    |    News

Beating the content conundrum: Breaking down the biggest barrier

It is a milestone moment for any business or brand. Usually the culmination of countless hours of strategic planning, design and development, finally hitting the launch button and seeing your website go live is a special and satisfying moment.

But while it may seem the technical challenges involved in a website build are the toughest to overcome, it’s often the content which proves the biggest problem. From delays in production to mistakes in delivering the message, website content can present a difficult hurdle – but thankfully, there are ways to overcome it.

Content creation takes time

In the excited rush to launch a website and make it look as professional as possible, content creation can often take a back seat. Yet crafting compelling copy, sourcing high-quality images and creating engaging multimedia content is a time-consuming process that shouldn’t be rushed. As deadlines loom and pressure mounts, the creation of content can become a major headache and end up delaying the launch.

 Co-ordination challenges

Launching a website is often a collaborative process involving designers, developers, marketers and content creators. Co-ordinating ideas and progress across different departments can pose a challenge, especially with regard to aligning strategies and branding guidelines. Without  clear communication and co-ordination, content production can become fragmented, resulting in confusing inconsistencies and delays.

Content approval delays

You can’t go without it, but in many organisations, content approval processes can be slow, involving numerous revisions and inspections from various stakeholders which inevitably slows the process. As long as content is languishing in approval limbo, it’s not working for you online. Launches can be delayed, causing frustration among departments. Streamlining the approval process and establishing clear deadlines can speed up the process and prevent costly delays.

Scope creep

Often referred to as ‘requirement creep’ or ‘feature creep’, scope creep refers to the way a project’s requirements can expand beyond the initial agreed plan, leading to delays and budget overruns. Content-related scope creep can happen when extra pages, features, or multimedia elements are added at the eleventh hour, requiring extra time and resources to produce. To reduce this risk,  it’s essential to establish clear project scope boundaries and always stick to the agreed timeline and budget.

Content migration challenges

For existing websites undergoing redesign or migration to a new platform, content migration can present significant challenges. Transferring elements from a previous site to the new one while ensuring accuracy, consistency, and SEO optimisation needs careful planning and execution. Failing to prepare and test  can lead to broken links, missing images, and formatting errors, delaying a launch and frustrating users.

Overcoming the content conundrum

Despite the challenges surrounding website content, there are several strategies  businesses and brands can use to overcome this content conundrum and speed-up  the launch process:

  • Prioritise content early: Incorporate content planning and creation into the early stages of the website development process to avoid last-minute rushes.
  • Establish clear roles and responsibilities: Clearly define roles and responsibilities from content creation to review and on to approval to streamline the process and avoid confusion.
  • Set realistic timelines: Be realistic and don’t set a deadline you can’t be certain you can meet. Take into account the time required for each stage when setting out your timeline expectations
  • Utilise Content Management Systems (CMS): Content management systems can be used to streamline content reaction, organisation and publishing, making it easier to manage and update the site.
  • Collaborate effectively: Ensure your team and stakeholders communicate and collaborate throughout the build process to ensure everyone is aligned on content strategy, messaging and branding guidelines.

Website content can pose challenges which in turn results in delays to the launch process but with correct planning, co-ordination and collaboration, these obstacles can be overcome and the launch can go ahead on time.

Prioritising content creation, streamlining approval processes and implementing the correct tools and technology can ensure the content conundrum becomes one less worry, allowing businesses and brands to move more swiftly towards the ultimate goal of a live, complete and engaging  website.