If you hear anyone in your digital team saying we need to build a site and then they will come to us, they are speaking rubbish. That thinking is culturally irrelevant now. You can no longer expect anyone to automatically come to your site. Not in the social media age.
Most people’s homepage is Google or Twitter. The most successful organisations on the web are the ones that distribute themselves most effectively so they are on relevant blogs, Twitter, Facebook, LinkedIn, video etc.
People have been empowered to go where they want to go. And there is now so much content on the web. Vast amounts. Organisations need something really interesting and different and relevant to say otherwise how are they going to get anyone’s attention? There are so many other competing interests.
The days of the passive monolithic audience are over. It is time to experiment. It is time to reach out and connect with people in different ways by listening to them and providing them with what they want wherever they are – and that’s probably not going to be on your web site.
Also the days of simply pumping out the same tired old PR content are over. Putting the dreary corporate brochure on the web is not going to help anyone. No one is going to listen if what you are putting out is irrelevant to them or dull. Stakeholders want to hear from real people, with real opinions, with real expertise. They want to be entertained, they want to learn something, they want to receive something genuinely interesting, they want to be inspired and excited. Find out where your stakeholders are, listen to them and connect to them in different ways and link to relevant content on your site which you think could help them, but don’t expect them to come to you – however much you are advertising.