Don’t just assume you know what your people want. They’re people, they will want different things

The 5 steps to strategic success

1 Start with insights

Any decent digital experience strategy should recognise that a one-size-fits-all approach doesn’t work, so don’t just assume you know what your people want. They’re people, which means they will want different things. There’s a wealth of data available to understand what engagement your digital channels are – or aren’t – driving, so use it to shape your approach.

2 Create audience personas

Just as people want to know different things, they want to consume information in different ways – and they want access to different types of information too. It’s good practice to develop personas based on insights to gain a better understanding of how important specific audiences are to the business, what level of information they need to do their job, how they collaborate with their colleagues, and how they want to be engaged.

3 Define your future state

This isn’t as daunting as it sounds. Talk to IT to understand their technological roadmap and gain insight into what other organisations are doing – there’s absolutley nothing wrong with benchmarking your approach against the competition. The next step is to look at external trends and ask yourself: ‘what does great look like in the near future?’ And finally, talk to your C-suite: find out how they expect technology to support the business and use this to prove the value of your ideas.

4 Shape your digital roadmap

Before you see the £££ and skip straight past this point, don’t. Implementing a new approach to anything doesn’t always mean dipping into your budget; shaping your digital roadmap could actually mean getting rid of existing channels or simply making sure you put what you’ve already got to better use. Of course, sometimes it will be about introducing enhanced functionalities or brand new platforms too; but, whatever it might be, make sure that you break down your long-term objectives into phases that you can realistically implement – and remember to review your progress between each phase.

5 Build a content strategy

Unfortunately we know that ‘noise’ is a massive challenge in organisations today – and when it comes to digital experience, people tend to focus on technology rather than content. Yet one of the best ways to reduce the noise is to have a clear content strategy. Creating a messaging ‘hierarchy’ and prioritising your content by level of reach per channel is essential, so focus on clarity of message and method of delivery. Create content that people can see themselves in and bury that strategic message in content that people want to consume. You’ll have an engaged, information-hungry audience to work with before you know it.


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