5 Cornerstones Of An Effective Web Strategy

by Andy Brudtkuhl on October 12, 2009

Jeremiah Owyang maintains an ongoing blog post called “The Three Spheres of Web Strategy(see below) which he is updating about every year. The original version of this post prompted our Web Strategy Basics video presentation with the hopes of building on these phases of Jeremiah’s outline into actionable blueprint for planning your own web strategy.

Here is Jeremiah’s updated “Three Spheres of Web Strategy

And here is our Five Web Strategy Cornerstones – which we reference on any web strategy plan we create for clients at 48Web.



Technology forms the base of our web strategy plan. We encourage you use technology and the tools at your disposal to make it easy to create and manage your web presence. Don’t let technology be a road block when planning a web strategy. Use free and easy tools like WordPress that don’t dissuade you from creating but make it easy for you to use. Create automated systems that find and distribute content for you so you can become ultra-efficient at creating, distributing, and re-purposing value. Don’t waste your time managing technology either – use solutions like Google Apps & Analytics or Basecamp. Technology should be a tool in your web strategist belt – not something that needs babysat and hand held. Technology should be your facilitator – not a roadblock.


Community means everything. These are your customers, colleagues, friends, mentors, muse, fans, audience and readers. Cater and nurture them because the fruit of the reciprocity economy tastes delicious. You are nothing without them no matter how niche they are. Use technology to communicate and share with them while always adding value. Listen to what the community says – whether good or bad and insert yourself into the feedback loop. Listen, Listen, Listen for it’s not “if you build it they will come”  – it’s build what people want and need. Don’t assume you know what your community wants – ask them.

Content Strategy

Some call it inbound marketing – we call it content strategy. Either way the principle is simple – create valuable “stuff” and push it out to where people are “living”.  Re-purpose as much content as possible into as many forms of consumption as possible.  Create automated distribution strategies so your content outposts are thriving centers of communication and discussion. Killer content forms killer communities (see above). It’s a win/win situation – it just takes a little dedication and a simple technology infrastructure.

Internet Marketing

Take advantage of the ability to use technology to reach highly targeted demographics for pennies. Hone your PPC campaigns to create high ROI campaigns. Use Facebook ads to reach exactly who you want to target. Develop killer Search Engine Marketing campaigns to connect with buyers that have intent. Use internet marketing to not only sell more widgets but to push your content strategy and build your community. Everything in your web strategy is inter-related.


We save the most important for last – make data driven decisions. Track everything but don’t be caught up in paralysis by analysis. Take advantage of free and easy technology that allows you to test everything. Make goals and use data to measure and reach them.

What do YOU think? Do you have anything to add? Let us know in the comments or jump into the forums!

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{ 2 comments… read them below or add one }

Bryan Gruhlke October 12, 2009 at 5:43 pm

Good article. I’ve seen far too many websites that focuses on just a few (or only one) of the “cornerstones.” They work very well for some users, but don’t really work for a global audience.

Anyway, a good read! Thanks!


Andy Brudtkuhl October 12, 2009 at 5:50 pm

Thanks for stopping by Bryan.

Yea that’s one of the reasons we started this blog :-)

In reality all of these feed off each other. For instance if you are a killer social mediatician you may not know how to convert visitors once you get them to your site. On the other hand if you are a landing page specialist but don’t know how to get traffic to the landing page you are dead in the water.

The key is to equally focus on all facets of a web strategy rather than unrelated silos.


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