Your product catalog and your target markets are likely to be well established by your previous business strategy. From that basis, carefully identify which target markets you will highlight in your Web experience. Create branded experience stories (portal sites) for each of those target markets. Embed your core competencies as foundations for these sites.
Your featured market sites should demonstrate your key benefits to those segments. Is your core value cost reduction, revenue acceleration, efficiency, size, or customer service? Build that value into your messaging for every page of the site. Your call to action on every page should reflect this value, i.e. Be faster, Be higher quality, Be first. Your messaging should extend your brand in the direction of the customer's aspiration and your strategy.
Starting from your core competencies and your strategy, set your themes annually and use those windows to reassess the alignment of your messaging to your strategy.
This Web site is aimed at capturing some of the basic concepts I use when creating integrated marketing programs and leveraging the internet.
Phil Gibson ©2016