We believe that for any successful digital project that you need to work out four key areas before you get started.
- Your site (design, structure, features, outcomes)
- The content requirements (where is it coming from, who will manage it, how often will it be updated, quality)
- The technology (what combination of technology will be used to reach the clients)
- Traffic (how are we getting customers to engage with this site and content)
How many times have we heard the lament "My web site is so out of date but I don't have the (insert time, money, technology, training here) to fix it up". Or my favourite my web site is OK but it doesn't really reflect what we do." And the most popular "should I be using twitter and face-book?"
Next time you are planning a digital project have a think about the following questions about content - (better now then in six months time)
- What will the site visitor be looking for when they arrive at your site?
- When your customer uses a search engine what terms do you want to be found for? (make sure these appear in your site content.)
- For each piecee of content ask yourself does the customer really want this?
- How often will this need to be updated?
- Who will update it?
- How will they update it? Will they need to be trained?
And most importantly. - Does what we have here reflect our business and why our current customers choose us over our competitors? Does it have heart?
Which brings me to the topic of my next blog - Put some heart into it. Coming Soon.
