It doesn’t matter if your site is B2B or B2C — the objectives are the same. Engage an audience. You could be running an intranet for your 5,000 employees, an e-commerce platform, a website for your three-partner law firm or a non-profit; to succeed you need to have a well thought-out plan and you need the right tools to put that plan into motion.
Understanding the mission of your platform is key to your success
Too many sites get lost in their day-to-day, or the promise of a good idea, without really thinking through their mission. They either forget what they came here to do or never really established it at the start. Is yours the type of business that needs to consistently create new content in an effort to lure consumers back or is a website that showcases your services enough? It’s one thing to chase traffic, it’s another to build a site that represents you and your brand in the way that will benefit you the most.
Whether this is an internal exercise or consumer-facing stake in the ground, it will help define who you are and what you need to live up to.
Objectives, Organization, Optimization
Before you jump in with both feet, you need to make sure you have a plan. Why this and why now? What makes you special? How much content needs to be created? Who is your audience? What sets you apart? Do you have the tools you need to succeed?
Understanding the goal allows you to put together a plan you know will be successful. You can’t just hit “publish” and expect users to miraculously find you.
Authenticity is key
People throw this word around a lot and that’s because without it you won’t get very far. To see sustained growth you (and the people creating your content) must really know what you’re talking about. Trust is everything. Passion is more important than you think. Are there tools you are providing? What is the user getting by engaging with your site?
RBG Coloring Books
Knowing your audience allows you to deliver products that are timely and drive publicity and shares.
Microsites. Sponsored Content. Commerce. Original Surveys. Special Features. New products and brand-centric initiatives.
The content can be on any topic and delivered through any medium. It can be in the form of a first-person article, a 3-episode video series, a collection of podcasts, or even just a set of quizzes or an infographic turned into a video. Whatever it is, there must be thought put into how it will find its intended audience, how it will resonate with that audience, and how it will help build the brand. These are all important, results orientated ways, to think through your content before pushing it out into the universe.
Can the Site Also Be a Marketing Tool?
While at Animal Planet we created a microsite to support their flagship property, Puppy Bowl. It was called Puppy Bowl Trading Cards and allowed users to upload their animal’s image along with fun info about their furry friends. The “trading card” was Puppy Bowl branded and was a great marketing tool; thousands of people downloaded their cards to share across their social platforms. It was a completely organic way to promote the show.
Triley Media, Inc. 