Web Content Development and Management

The IT and Marketing Communications Tug of War

Historically, by its very nature, the Website was the responsibility of the IT team but as the technology has been simplified and the need for constant updates has increased, who is responsible for the Web site now – IT or marketing?  Or even sales?  Corporate and product differentiation is essential in the global environment in which all large organisations operate.  The Web site is one of the key tools to deliver such differentiation but if there is no cohesion between key departments in the business, the website will fail to have the right impact – indeed the impact will be very damaging to the brand and reputation of a business.  Timeliness of changes is critical not only to meet customer expectations but also regulation and compliance.

The 2008 SDL Tridion Web Content Development and Management Survey set out to explore the relationship between sales/marketing and IT with direct relation to Web site activity.  How harmonized is the activity?   Who should take the lead role?  Who should own content development?  As more and more people use the Web for the initial engagement with a company – the growth of Google is clear evidence - getting the right content on the website on time is crucial to ongoing business success and brand image.   The results from the survey are a fascinating insight into the workings of corporate business in the UK and the US and in some cases are quite surprising. 

You can download the results from the 2008 SDL Tridion Web Content Development and Management Survey here.