Mission-Focused Strategy For Digital Touchpoints: Learn How Alpha Alias Delivers Value As A Goals-Focused Digital Strategist

On this page:

My name is Sam Roon. I've been working in digital marketing professionally since 2006, and have been active in the digital space for more than two decades.

My tenure in digital includes Sony Music, Roadrunner Records, Sony DADC, and several digital agencies. It has been an exciting and bumpy ride. I have a million stories to tell my grand kids one day... one day when they're old enough to be told those kinds of stories.

Today, however, is for business.

I want to share one of the critical foundations of why I felt it was important to create Alpha Alias; strategy.

More importantly, I want to talk about the various types of strategy and how they apply in the digital space. I'll discuss their value and why they're important.



I hope you'll walk away from this article with a broader sense of what's possible on the web, and that your digital touchpoints will be more profitable for it.

My name is Sam.

There's no such thing as digital marketing.

Digital marketing doesn't exist. There is only "marketing."

I still talk about myself as a digital strategist who focuses on digital marketing, but digital marketing is really just the implementation of the critical aspects of marketing law in the digital space.

To put it another way, digital marketing is marketing with fancy tools.

This distinction, or, lack thereof, is critical to understanding digital strategy.

Digital strategists, like myself, are not playing by different marketing rules.

Marketing in the digital space is the application of a business' outreach initiatives to our nuanced ecosystem.

Digital strategy, therefore, is the battle plan for how we utilise the tools, tricks, methods and mayhem in our arsenal to achieve the broader marketing objectives in our space.

What is a website strategy, and why does my business need one?

A LIST OF COMMON DIGITAL STRATEGY DELIVERABLES BY ALPHA ALIAS.

1. Content strategy
2. Search engine optimisation strategy
3. Technical specification documentation
4. Information architecture design
5. Digital merchandising strategy
6. Content personalisation automation strategy
7. Conversion optimisation strategy
8. Data-driven optimisation strategy
9. Marketing workflow
10. Sales workflow

These deliverables connect to form a comprehensive strategic approach to building, operating and optimizing your website. 

Most websites won’t need every type of strategy, which is why you should select a digital strategist who understands what is necessary to achieve the nuanced goals of your business. 

Your digital strategist should take a practical approach when working with you to outline the business goals and website objectives. This information is the driving determinant of how strategic deliverables are selected.

Websites that support strategic business goals should have a website strategy.

Does my business need a website strategy?

We assign "business-critical" status to websites that fall into one of the following categories:

Sales-Critical Website

Sales-critical websites must have a website strategy that guarantees efficient optimisation paths, sales funnel creation, user journey design, and information architecture design, while also supporting marketing.

Marketing-Critical Website

A marketing-critical website includes a content strategy, SEO strategy, information architecture design, funnel concept design, content personalisation automation strategy and copywriting.

Information-Critical Website

An information-critical website strategy includes content and search engine optimisation tactics that bring value to your message through organic exposure and marketing activity.

What is an Information Architecture?

The information architecture will explain content prioritization and how it can be placed throughout a website to be the most effective. It defines the highest-level structure before a sitemap and can help to identify what needs to be built both functionally and regarding the technical content structure.

What is a Content Strategy?

Content strategy is vital to building a business-critical website because it defines how you create and present your content. With various forms of media, interactivity, and presentation formats, outlining how the website displays content becomes essential to optimize the user experience. 

Content creation and organisation within the website structure are two more vital elements to the content strategy.

Planning the organization of content within the website defines how we can support pillar and content clusters, blogs, e-commerce merchandising, top-level pages, etc. The content organization effort helps determine what to show and what not to show at various touchpoints throughout the website.

Content creation fits into the overall content strategy by taking the previously mentioned deliverables and defining how to create for each circumstance. The content creation strategy establishes how content is created, curated, or otherwise produced.

There are many ways to optimize workflow and output, including the use of artificial intelligence to write blogs and integrating content personalisation tools. 

Digital success strategies

Planning and building a website can take various nuances depending on your industry, the market for what you offer, and how critical the website is to your business activity.

Those websites considered business-critical or support business activity with some priority should have a strategy for achieving success.

Digital success strategies combine features from 3 optimisation strategies:  

Conversion optimisation strategy

A conversion optimization strategy supports success by focusing on what compels a target audience to convert.



This activity looks at what attracts website visitors, engages them, convinces them to convert, and the conversion touchpoint itself.

Search engine optimisation strategy

The SEO optimization strategy supports success by optimizing your website’s single most valuable asset: content.

We identify your best-performing content, learn your audience's search habits, rewrite under-performing content, and dominate Google.

Data-driven optimisation strategy

The data-driven optimisation strategy aggregates information from multiple tools to create an objective view of how your website is performing.



The plan should prioritise your goals and the KPIs that measure their progress, while providing a process for structured decision-making.

Success strategies identify many of the low-hanging fruit updates that plug the holes in younger websites.

Mature websites will find success strategies produce near-instant ROI when when a success strategy comes into play.



Whether it's identifying kinks in the system, or optimising an already profitable approach, a success strategy always pays for itself.

Websites are not a project, they are a process

Why every business needs a website strategy

A business website should feel like one of the most valuable assets of any company. This is because a website’s worth is unlimited. The more you invest in a website, the more you will get out of it. 

Website strategy is the foundation of what, how, where, and when you should invest in building and upgrading your website. It defines how these investments are used and under what conditions particular activity is expected to happen. 



Website strategy also defines how marketing and sales teams use the features that have been designed to enhance their output. The tools built to optimize how you reach your target audience integrate seamlessly with those that manage relationships and leads. The way to use this workflow successfully is defined with a website strategy.

What is a digital strategy?

A digital strategy is an approach to developing or using software and technology to drive value for your business.

Alpha Alias uses digital strategy to understand how we can bring value with the tools we build and how the tools themselves can be optimized with the operational workflow we create.



Digital strategy is about more than one tool; it’s about all the tools used and how they benefit your business.

Why is digital strategy so important?

Without a plan, we are simply reacting. We react to what our competitors are doing, to what the market is doing, and to anomalies in our data. We react to opinions.

Reacting is not leadership. 



If we want to become leaders in our respective markets, we must be forward-thinking and devise an approach that takes us there. It is vital that your digital strategy accurately represents the investment you make into your business’s future.

How does digital strategy work in practice?

The practical application is not a checklist of everything you'll find in this article, but a hand-selected few that will directly empower the objectives we seek to achieve.

We start with your business goals and work backward to identify key objectives.

We craft a workflow and best practices for how to utilise the tools to achieve your objectives.

We create the tools necessary to achieve the goals-focused objectives.

We upgrade the tools to optimise their performance in achieving the objectives.

The Alpha Alias Project First Operational Model:
Providing Meaningful Value Through Strategic Operations

In contrast with conventional website agencies, Alpha Alias allows the goals of your company to define the technologies necessary to achieve optimal ROI.



Put simply, every decision we make must be validated against the mission-critical goal our project serves.

the Project First model in practice

During our initial information gathering sessions, we learn the primary goals our clients want to achieve.

The core technological solution is selected by identifying which tool will allow us to appropriately accomplish the objectives.


We then determine the appropriate resources and level of expertise required for the activity needed to reach the objectives the tool is meant to achieve.

We take this information to be analyzed and document the objectives necessary to satisfy the goals.


Similarly, supporting technologies are selected for integration and use based on additional objectives or the necessary workflows for managing our chosen tools.

Finally, we manage the project by prioritizing the goals through the activity of achieving each objective.


benefits of creating your strategy with Alpha Alias

As your digital strategist, Alpha Alias works with your business to understand how each of your digital touchpoints fits into the broader digital strategy and how each can be optimized to accomplish the larger goals. 

The role of a digital strategist is typically focused on digital marketing and understanding how that effort fits into the broader marketing effort.

Alpha Alias takes the digital strategist role forward by considering how your website, mailing list, conversational touchpoints, and social channels work together in a conversion funnel. 

Six benefits of working with Alpha Alias to develop your digital strategy

1. Alpha Alias is exceptionally good at understanding and embodying the nuances of each business we choose to work with. We fully understand business goals and formulate a digital strategy optimized to achieve them. 

2. Alpha Alias cares about your target audience, and our work helps us identify and define them in a valuable way. Through audience analysis, we improve audience segmentation into more nuanced key groups, and we learn to speak to each target segment in a way that will resonate with them. 

3. Alpha Alias uses a project-first methodology which means that we allow the goals of your website and your business to dictate the technology we will use to achieve them. 

4. Alpha Alias will build a digital strategy that provides a transparent view into what you truly need to accomplish your business goals. We guide you through the website strategy and planning process, help you make strategic decisions, and produce a highly optimized plan for us to take forward.

5. Alpha Alias aggregates the information learned and defines an information architecture, content strategy, and website conversion plan that carefully attracts, engages, and convinces the defined audience.

6. Alpha Alias views itself as an extension of your team, embodying your company’s terminology, your motivations, and your values. We are your digital partner.

How does content strategy empower content creation?

A content strategy is a plan of action for how content is utilized to achieve business goals. At Alpha Alias, content is the key to building successful smart websites. That means a well-planned content strategy is vital to have in place before content creation can begin. 

An impactful content strategy will be a mixture of the effective best practices of how humans interact with digital touchpoints right now and the nuanced approach to how your business handles communications.

A content strategy starts with identifying your business goals. 

Do you want to use more powerful SEO marketing techniques to increase overall website traffic? 

Are you looking to optimize conversion touchpoints to increase your volume of sales qualified leads?

Will your webshop benefit from engaging content that positions your brand as a thought leader in your market?

We can define an approach that enhances content creation by understanding the primary objectives you hope to achieve with your business. Further, it will help us optimize the overarching digital strategy.

This is the first step toward content creation becoming a science and not an art. 

Business copywriting is a science, not an art.

The science of content creation

The art of content creation is an essential element that would have a hard time being replaced by a machine, but the science of content is objective and quantifiable. Let’s not forget we need to convince machines to show content to humans and persuade humans to convert.This is why the Alpha Alias approach is a perfect marriage of the two.

Alpha Alias uses artificial intelligence to assist in creating keywords, keyphrases, content ideas, content outlines, draft content, and much more. 

Once we have our draft text, we humanize the content and add any new, inspired thoughts. The way content flows can shift to communicate it in an appropriate way for the target audience. 

We then implement the humanized text into a machine to leverage artificial intelligence that helps optimize the overall content for grammar mistakes, clarity in communication, measure its engagement and ensure it matches our desired tone of voice. This process is monitored by a human and optimized by a machine.



We start with a series of AI-powered machines to generate needed textual content, move on to human adaptation, and polish the final result with AI-powered recommendations approved by a human.

How content strategy empowers content creation

Content strategy helps with content creation by providing the context in which all content should be created.



We validate our decision-making during each step of content creation by verifying that it meets the expectations of the content strategy.