Over the years of developing various types of sites, I’ve noticed that the majority of content remains rather static with very few edits over time. I also notice that most blog pages will remain untouched and with no real effort to publish content that attracts new customers.
When content is left unchanged and content management software is not kept up-to-date with the latest updates, then those sites inevitably will fail. It starts with errors that often creep up when software libraries are left neglected and conflict with others that are in older, legacy versions.
The web advances as such a fast pace that common libraries and plugins that most sites rely on heavily, do in fact, need to be maintained.
Those affected sites will often start to fail in various ways and stop rendering useful features for customers such as interactive elements or maps. This has a negative impact on search rankings as sites become slow to render with visible errors.
Over time, as sites become stagnant and site owners realize they need to address these issues, most often they scrap the entire project and start again. It’s entirely reasonable to do that and there’s another consideration along that path we should think about, dynamic content.
Evaluate and Iterate
Evaluating how often content is updated and how customers are accessing and using that content can shed light on how dynamic that might need to be. Revision history is good at telling that story too and most content management systems I believe offer that feature.
As you start to evaluate your own site content and the needs of the customer, you can consider which pieces of content will be changing over time. Using that as a guide to integrate with a content management system can be a useful step as you look ahead in updating legacy site content.
When you begin to create a content strategy and focus on dynamic content, you can also use that as an opportunity to leverage social media. The common newsletter opt-in form is another case where I see an opportunity to engage loyal customers with dynamic content.
Looking Ahead in 2019
I believe we’ll see more site owners and developers starting to consider static content options so they can focus their efforts on adding value to their customers with rich, dynamic content. With less software to maintain and less security implications to be concerned about, this is a strategy I believe will take shape over the coming years.
What areas of your site could be enhanced with dynamic content and how can that add value for the customer?