A Website Strategy Is Essential To Your Content Marketing Strategy

Do you need a website strategy? Absolutely. At Busywriter we believe your online success is dictated by how well your website functions and performs.

Fine tuning your website for maximum performance is one of our primary concerns, and a website strategy is the first step in the process.

Without one, how would you know if you've been or are successful or not? It's the framework and set of standards that should never change campaign to campaign - but may evolve as your marketplace matures and your brand re-invents itself for a changing consumer audience.

The Critical Roadmap

A Busywriter website strategy puts in place the high-level decisions about:

primary business outcomes and expectations,
business objectives,
visitor/customer wants, needs & expectations,
scope,
positioning & branding support & communication,
architecture,
information architecture,
user experience and expectations management.

Having (and using) a Busywriter website strategy prevents duplication of decisions & effort, preventing confusion and wasted time in the content marketing process.

It establishes standards and "rules" for the who, what, where, when, why and how of your content marketing activity.

Where This Fits

It's the epi-center of your content marketing strategy.

It manages & directs the one online property you have absolute control over.

It guides you in creating a deep, information rich environment for your ideal & current customers.

It helps you create and feed the customer processing marketing pipeline.

Why This Is Important

Your website is now the primary driver of advertising and marketing opportunities to reach your target audience.

It's the best channel you have for demonstrating your unique point-of-view creating competitive differentiation.

And it delivers your branded content supporting your core positioning in the very place people are actively, on-purpose searching.

It's A Must-Have X2

It doesn't matter what size your business is, you need a website strategy for two reasons:
Firstly, because your website plays the pivotal role of hub and influence in driving your business revenues;
Secondly, because the marketplace and competitive activity changes fast, you can't predict change or the next new, new.

Because of those factors, it's crucial that your website strategy be reviewed and revised every 12 months.

A generic Busywriter website strategy might include:

WHAT are we doing?

website primary purpose (where does it fit in achieving the business mission?)
business outcomes to achieve primary purpose
secondary purposes; hierarchically
lesser business objectives
competitive positioning messaging
supportive brand messaging
user experience

WHO is it for?

primary audience
secondary audiences
buyer/customer persona descriptions
persona wants/needs by purchase cycle
persona wants/needs by job function
competitive positioning variation per persona ID & want
value proposition per persona ID & want
brand voice per persona ID & want

HOW are we going to do it?

target audience wants/needs vs business outcomes mapping
primary message
website architecture
information architecture
content
content delivery
testing
optimization

FEEDBACK on effectiveness.

analytics
dashboard KPIs
ROI
Map back to business outcomes
Map back to customer wants & needs
Map back to customer satisfaction
Map back to customer churn/loyalty
Map back to customer lifetime value

Your website strategy is the core of your content marketing strategy. Each sub-strategy depends on the website as the hub of your online activity in marketing, launching, and selling you and your stuff.

Getting Started

A website strategy doesn't happen over night. It also isn't the first thing we do for you. Busywriter understands you need some tactical, campaign work performed to fix an immediate need.

Over time we act as advisors on the performance and efficiency of your website. In consultation with you we may begin creating a strategy or revising your current website strategy to improve ROI and make it an essential customer processing tool for your business.