As marketers, many of the crucial factors that determine our success aren’t entirely in our hands. One thing that’s crucial is the quality of your website.
In all likelihood, you don’t fully control all the content, let alone the more technical aspects. How can you successfully work together with others who hold (some of) the keys to your success?
That was the topic of my talk at ContentEd Live this Tuesday.
If you didn’t have the chance to attend, here is the video.
(And if you did, this one you can freely share).
In short
There are two ways for getting others on board in improving your website, whether that means technical improvements or getting people to post stuff that better aligns with what your audience is searching for and needs to see:
- Bottom up: Start working together with a small group of forward thinking non-marketers and build a proof of concept. Then go out and tell others about it to get them on board. That’s what Brian Piper did at University of Rochester.
- Top down: Piggyback on a larger initiative, such as a website overhaul to make your website more SEO and LLM friendly. This is what the comms team at University of Vienna did.
In the session, I share how both of them went about it.
What to do?
One tiny thing you can do is reach out to someone who is affecting your website but isn’t a marketer per se. Don’t go out directly requesting stuff, just get their perspective on the website. What would they hope for, what are they working on?
This article first appeared as a Field Note
In the Field Notes, I share one practical idea you can try on your site or in your campaigns. Every two weeks. Get it in your inbox by signing up here.
