A01 chaf6542 06 se fm indd

Initiatives to keep content fresh

It is often said that up-to-date content is crucial to site ‘stickiness’, but fresh content will not 

happen by accident, so companies have to consider approaches that can be used to control 

the quality of documents and in particular to keep them up to date and relevant. Generic 

approaches that can work well are:

● 

Assign responsibility for particular content types or site sections to individuals.

● 

Make the quality of web content produced part of employees’ performance appraisal.

● 

Produce a target schedule for publication of content.

M12_CHAF6542_06_SE_C12.indd   618

7/22/14   1:41 AM

---

619

Chapter 12  Digital business service implementation and optimisation

Figure 12.5

Typical structures of an e-commerce site steering group