LUST – project blindness and desire to deliver

Businesses and agencies love projects. The project world is a familiar and comfortable place for us all; we know how to scrum, scope, budget,and deliver. And to put icing on the cake we enjoy that great feeling of hitting the finishing line, the launch party.

Too often, though, we are seduced into failing to realise that how the site looks is less important than how it works .

For our customers there is little short to medium term benefit in what happens prior to the launch date. The value to them comes afterwards. Delivering this value is based on publishing engaging content that is targeted at different audience segments. Even though many businesses understand this principle, they struggle to achieve it because they are geared towards one-off project delivery rather than the continuous improvement model for online publishing via effecive content marketing.

This is why when developing your online strategy you need to be marketing-led . By focusing on the importance of the long term relationship with your customers you will not be distracted by the lustful allures of the project life cycle.