Digital content changes over time, in a way other media content does not. Unlike a book, a brochure, a clay pot, or a piece of film, users expect web content to be easily and regularly revised. (Side note: this is why “under construction” pages, so popular in the 90s, with their cute icons of little construction workers, were basically pointless. All digital experiences are, in some way, “under construction.”) Therefore, a well designed digital experience includes – by definition — a maintenance / content management plan. Otherwise, it is just posing as a well-designed experience for the sake of oohs and ahhs at launch. Time will reveal it to be a fraud.