Content first, mobile first – kick-start the right digital presence now!
We live in a very digital world, and if your business has roots in the pre-digital age, embracing digital might still be a bit overwhelming. But worry not – there are many easy ways to have an active digital brand.
You’ll often hear that the future of digital is mobile and that content is king. But what does this actually mean to businesses that haven’t yet considered themselves a digital brand?
We know that most B2B website visitors (around 70%) are still browsing from a desktop or laptop, but this is dropping month on month. In simple terms, mobile first means a consistent brand and content experience across all devices, all of the time, for all audiences.
Your business may have its roots in the pre-digital age, but that doesn’t mean that you can’t be an active digital brand offering dynamic content to all audiences.
In our experience, with these new digital demands, creating a more responsive website is often seen by many organisations as simply too big an issue to grapple with and get moving. So, here are five steps to avoid head-in-the-sand syndrome and easily kick-start a more responsive digital presence.
1. Avoid too many cooks
Are internal stakeholders a barrier to moving your website forward? The relationship between marketing and IT is often uneasy when it comes to digital ownership. From a strategic angle, these two internal power brokers must work together on a plan to which they can both add value, but which is always driven by audience needs.
Solution: To get the project rolling in the right direction and win over key internal stakeholders along the way, assemble a hand-picked project group representing all key business areas.
2. Ask the audience
Put yourself in the shoes of your targeted audiences and ask – what are they looking for online? What are their digital needs? What keeps them up at night? Once you know the answers to these questions, you’ll be able to work out how you can use your website to support their journey and help solve their problems.
Solution: Run an audience profiling session to examine needs and browsing habits – this will inform a mobile first approach and help shape your initial site map and digital content plan.
3. Imagine a future of digital content
Your audiences are demanding digital relationships. And this means you need to create and publish relevant, engaging content – regularly. How often are you creating content at the moment, and where is it being used and published (online and in print)? Is it being shared and, if so, where? Are you repurposing content where possible to maximise value and reach? Explore how content can be tailored to meet your audiences’ needs. Help your audiences have conversations on their own terms.
Solution: Invest in a content strategy workshop to devise a future-proof content plan.
4. Tackle technical toxicity
Often we hear that legacy systems are too expensive to replace. We’re often told that the creaking CRM system must be replaced first. It’s all too easy to let these barriers strangle your digital vision for the brand at birth.
Solution: Every CRM and CMS system is different. Some can be adapted, others should be scrapped. Seek technical advice only once you’ve addressed the first three steps above.
5. And when you’re ready, plan and budget
These four steps form a crucial part of your initial planning phase. Once you’ve been through them you should put together your detailed project plan and budget.
Solution: Take it step by step.
As content marketing specialists, we help our clients take these important steps to create a digital brand. To find out more about how we’ve helped using the Thirdperson Content Engine – which covers audience profiling, site mapping and content mapping – please get in touch.