Always trying to save your best content, best material, and best ideas for later? If so, it’s time to wake up and ditch that mentality immediately. As far as content strategy is concerned, it’s a lousy one at best. I remember once I had a jump start on some information and an opportunity to “break” a tech news story before just about anyone else. Instead of publishing immediately, I opted to edit, revise, and tinker with the material for far longer than necessary. As fate would have it the morning I had set to publish the piece several high profile blogs (The Next Web, TechCrunch, and others) published the news before me. They were quicker out of the gate and I was left scratching my head. I learned the hard way, but you shouldn’t have to. Always put your best foot and content forward at all times.
When a visitor lands on your site, especially a first timer, what do they see? Is your best and most current piece of content front and center? If not, it should be. When it comes to grabbing onlookers and converting them (a sale, a subscriber, a repeat visit) you’ve got to come out of the gate swinging. If you decide to take a day off, phone it in, and publish a crummy piece of content (blog post, video, infographic etc…) than you’re taking a gamble that subpar material is going to be good enough to win over your incoming traffic. That’s always a risky bet.
One way to solve this problem is by getting ideas on paper (aka a word document) as soon as possible and then working diligently to create a piece of material that your audience will resonate with. Don’t be afraid to abandon work that doesn’t reflect your best effort, but also remain conscious when it comes to over thinking and procrastination. Proper editing is important and getting the OK from another person is often required, but don’t let anything, except maybe a natural disaster, prevent your best work from seeing the light of day in a timely manner. Sitting on a solid idea or piece of content for an extended period of time doesn’t do you or your organization any good.
As consumers most of us rarely remember what we take in for very long and web content typically falls under the category of “so what have you done for me lately?” Your website visitors expect consistent material and a certain level of quality. What that quality level may be is contingent on your time, your dedication, and often your budget, but it should go without saying that your visitors deserve you and your best content at all times. In the end it’s up to you to decide to live up to, fail at, or go far beyond those expectations.