Because unlike larger businesses that hire professional staff to service their ongoing content requirements, smaller business neither have the time, resources or procedures to feed the hungry content beast.

As reported here on several occasions, smaller business are more familiar with a “set and forget” approach to their promotion. They plan their activities for the period ahead, engage the professionals responsible for creating and implementing it, and essentially wait for the enquiries to roll in.

Yellow Pages captured this situation brilliantly in their “not happy Jan” advertising. If a deadline was missed it might be an awful long time before the next opportunity arose – taking with it valuable opportunity cost. But this approach is the antithesis of what is required in the online world.

Source: smartcompany.com.au

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