Time after time, when I discuss the search and social media based opportunities for companies to reach new customers and achieve other online communications goals, it comes down to content. Most companies understand the need to have a web presence and publish some kind of web site. For many, the creation of a web site is a one time event with minimal updates. Marketing budgets are tight and companies are frugal.
For the most part, updates and new content on many web sites are limited to news, an occasional press release or product announcement. Site owners are happy with the design and employees are happy they don’t need to come up with new content. IT staff do whatever they can to minimize site maintenance (which often means shortcuts or templatization that makes page level editing difficult). Essentially, this kind of web site with static content is a tombstone when it comes to being a search marketing asset.