Whilst it is interesting to consider the lifespan of content, were not totally convinced it is the right question to be asking, at least in isolation. Our view is that to change behaviours, build brand and influence an outcome you need to be involved in ongoing dialog and/or content generation, whether this is online or offline.

The initial question should be to determine what messages are required to reach your audience and what is the best channel to access them. The lifespan of the content is a secondary consideration that should be evaluated with characteristics such as:

• Reach – how many people will read it
• Relevance – is the content relevant to the audience
• Accessibility – Significant amounts of content on LinkedIn, Twitter and Facebook cannot be accessed by all web users as it sits behind passwords.

Online news site content for instance is generally available for a long time and also receives a very high audience reach. The trade off is that you can’t control the content on news sites as it is written by journalists.

The lifespan of blog content is also long term and is always searchable. This content is ideal for search engine optimisation (SEO) and generating long-term traffic. Website content also has a very long lifespan, generally until you take it down.

Twitter has a relatively short lifespan, although Twitter is also a mechanism to extend the reach of your content. Social media monitoring (SMM), RSS feeds and Google news feeds all extend the reach of Twitter and other online information, meaning the content achieves additional reach.

On the surface Facebook content would seem to have a short lifespan; however the business opportunity is more related to building long term dialogue.

Like a physical ‘one on one’ conversation, the comments a person makes have a very short existence however collectively build an overall lasting impression. You may not recall every specific comment made from a person however you will have a perception built by their communication and behaviour.

In the corporate world, creating relevant and interesting content impacts your customers and stakeholders impressions. Despite the short lifespan of your online updates, we recommend you actively use online tools like Facebook and Twitter to build customer engagement which results in brand trust and ongoing customer support.

So consider the longevity of online content in context of your communication objective and don’t forget to include evaluation of reach, relevance and accessibility.

When it came to handling the web redesign, I asked, “are we the only agency that wants to be involved in the new site?”   Unsurprisingly, the response was a unanimous “no”.

How does a client decide which of their “trusted advisors” will do the best job on their web site content?

And how do you define roles, when the web site is just one part of an increasingly complex online marketing mix?

All bias aside, when it comes to web content, if your PR agency is any good, they will typically generate a better result, faster – with a few notable exceptions.

Why?  Because they should already know your business inside out and be exceptional writers for every medium.

When I say “content”, I mean everything from involvement in the information architecture and defining key messages, to the writing (eg product/service information, page copy, blogs, case study video scripting etc).

Don’t get me wrong, I know there is a lot more to site development than the content – design, analytics, usability, technical integration, to name just a few.

And then there is the marketing of that site, ranging from organic search and pay-per-click to traffic generation and ongoing optimisation.

I am not saying that content should be created in isolation from other web suppliers.

What I am saying is that specialist writing is often overlooked or undervalued.  And if you get it wrong, it significantly hampers the effectiveness of your site.

Users want to get the information they need fast. It needs to be brief, punchy, easy to scan etc. Moreover, the relationship between powerful writing and organic search is often overlooked.  Specialist search optimisation consultants often work independently of content development experts like PR agencies, resulting in missed opportunities.

A team approach is much more beneficial.
Without one, I have found we often get pulled in to “fix” copy that has been written by another Web or marketing supplier.  And the client ends up paying twice.

And it’s not the other supplier’s fault. How is another agency’s copy writer going to get up to speed quickly on the client’s business issues, key messages and myriads of company/product information, for what, in some instances, may be a one-off brief?
Not surprisingly, as the people who craft communications for multiple audiences using different mediums on behalf of clients every day – good PR agencies have a head start in getting it right.

What’s more, PR agencies are often an interface between their clients and their customers. We interview our client’s customers for case studies, write them up for multiple mediums, work with them as they are interviewed by journalists and so on.

This gives a level of insight into the client’s business and what resonates with customers, most suppliers seldom gain.

The notable exceptions to using PRs for web copy largely relate to the nature of the client/agency working relationship.

If the agency doesn’t have that deep understanding, and doesn’t understand the nuances of writing for online, then by all means, look elsewhere.

Otherwise get a better bang for your buck and save time – involve your PR agency in the Web brief.

If nothing else, they can educate the other suppliers on the competitive landscape, your communication strategy, and what your customers want.