I was in a meeting the other day, and someone from IT asked me a question that caught me off-guard. “Does having content that is consistent from one country site to another really matter?” he asked. “After all, there’s little chance that a user in the Netherlands is going to visit out sites in Turkey or the UK. Our markets are every different. So why does consistency matter?”
I had to think fast on my feet, because content consistency is just one of those things that I’d been taking as a given for as long as I’ve been working in web content. It was like someone asking me why I construct my sentences the way I do: I just don’t think about it anymore.
I gave him the ‘killer’ reason for consistency: the ability to share and re-use content without having multiple authors reinvent the wheel, which has both external and internal benefits. Externally, it ensures brand integrity; internally, it’s more cost- efficient.