Sky shouldn't backdate content ambitions

15 October 2009

new media age reported last month that Sky is scaling back its online content ambitions to concentrate on core competencies (nma 17 September 2009). We’d always advocate clients have a focused content strategy underpinned by an appreciation of people’s needs (that is, what they search for). They also need an over-arching web visibility strategy to ensure search engines know which sites to prioritise.

For example, if someone in the UK searches on google.com for ‘coca-cola’, should Google prioritise the UK site, the global site, the corporate site or the latest consumer campaign site? For multi-domain, multi-territory corporates like Sky and Coca-Cola, this presents a real challenge after years of allowing individual brand managers to produce and market online content willy nilly.

Sky should, of course, be realistic when balancing content ambition against resource, but shouldn’t be tempted to cull its existing content. All content is valuable as long as it’s relevant. It might no longer be newsworthy or relevant to the broadcast schedule, but someone will find it useful or interesting. Online content can always be repurposed, retagged, optimised and reused as collateral to support a brand’s search marketing endeavours to cast the net as wide as possible in terms of search visibility and traffic.

Have your say

Please do not complete the following form field for security reasons.

Name

E-mail

Comment

Post as

Anonymously

Display name

I have read and agree to the terms and conditions