On Web sites, “Content is King.” Fresh, relevant and up-to-date content will help your site perform better in search engine rankings and will keep customers and prospects engaged and coming back to your Web site.

The challenge is coming up with all this fresh content. Busy marketers don’t always have time to write or update copy, which is an important task but not always the most urgent. Sometimes it gets pushed down the to-do list and before you know it, your Web site hasn’t had a fresh posting in weeks or even months.

My recommendation: Don’t go it alone.

Whether you are a small or big company, put together a “Content Task Force” of colleagues who will take responsibility for developing content for one area of your Web site. Product managers for new product information; public relations people for press releases; graphic designers for photography and illustration; technical support reps for frequently asked questions or tech tips.

You can recruit anyone who has knowledge of a specific area that is of interest to your audience and is willing to compose the first draft of an article (marketing can be responsible for editing and publishing).You can even recruit professional writers to develop articles and white papers for your Web site.

The point is, if you can summon a team to help generate content, it will be much easier to keep your Web site fresh and relevant—both to search engines as well as customers and prospects.