Thursday, February 5, 2009

The Yin-Yang of Business Objectives

The main objective of your web content is to support your business objectives. The main objective of your web content is to support your customer needs. That’s right “complementary opposites within a greater whole.” Both objectives need to be accomplished and they don’t have to compete, however, the balancing act is where the art lies.

Weighing content on the side of customer needs is more strategic because customer perspectives on your offerings differ from your product managers. Customers:
  • Approach your products depending how and when they use it
  • Seek value
  • Require clarity 
Organize content and support both objectives by:
  • Thinking of your offerings as a continuum and present your content in that way. Be prepared to work across product and service lines. This will provide your business the opportunity to start bundling.
  • Generate content that will improve the customer’s knowledge and increase their value perception. This provides the business the forum to cross-market.
  • Always include customer service information at your top level. Customers will have a fast track to resolving their issues and you show how the business stands behind their products and services.
The biggest challenge will be working with different business partners and product managers. Their goal, and this is how they are compensated, is to sell their discreet product or solution -- yours will be to bring them together in a meaningful way.


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