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ArticleWhat Do You Want From Your Audience? by Mark O’Brien on June 28, 2012It would be great if prospects decided to hire you within a few minutes of first landing on your site, but that is not how these sorts of decisions are made. The modern marketing website is built around attracting prospects who are in the researching stage of the buying cycle, bringing them into your lead-nurturing system, and keeping in close but unobtrusive contact with them until they approach you with an intent to buy. Read Now About
ArticleIs DNT Self-Regulation DOA? by Anne Hainsworth on June 27, 2012On May 31, Microsoft announced that Do Not Track (DNT) will be set as a default option in the new Internet Explorer 10 (IE10). This default setting will require consumers to opt-in in order to receive targeted advertising. If the industry has vowed to take the lead on DNT before the feds do, and Microsoft is being proactive, why are tech and ad companies on a tear about IE10? Read Now About
ArticleThree Common Content Strategy Platforms by Mark O’Brien on June 26, 2012This post is a look at the three most typical content strategy platforms for marketing firms: The newsletter, the blog, and the webinar. Read Now About
ArticleManaging Your Firm’s Content Strategy by Mark O’Brien on June 26, 2012Once you have a more complex content strategy, you will probably begin to involve multiple authors throughout the firm across multiple platforms. At that point, it is a good idea to appoint someone on staff as your internal editor. This should be someone who has a solid understanding of the firm Read Now About
ArticleWhy Write? by Mark O’Brien on June 21, 2012The act of writing on a regular basis is the only thing standing between your site being what it is today and being the sole source of twenty percent of your closed new business. At Newfangled, we keep close track of how much time we spend on our content strategy and where our business comes from. We did not pull this twenty percent number out of thin air. It is a real number based on our experience. This is not due to our locations, the sort of work we do, or the types of clients we have. Instead, it has to do with the fact that we are sharply positioned and disciplined with our content strategy. Read Now About
ArticleProspect Experience DesignThe Boy in the Bubble by Christopher Butler on June 21, 2012My column from the February issue of PRINT Magazine, about what I described as a "post-screen future," has been reprinted by the UTNE Reader and is in the July-August issue. They titled it, The Boy in the Bubble. For now, you can find it listed among the rest of the contents of the current issue, pick it up at your local lefty reading post, or read it in it's original form, Future Daydream... Read Now About
ArticleProspect Experience DesignMaking Sense of the Data by Christopher Butler on June 19, 2012We designers need to be proactively involved in measurement. Knowing how to gather and interpret interactive data will better position us strategically, not to mention prevent inheriting unhelpfully data-glutted reports and being held accountable to someone else's vague interpretation of them. But, it's more important that the data ground our vision in reality than be used to build credibility with clients. We want our clients to trust our judgement, but our measurement process should lead them to the same conclusions we've made if they were to do it themselves... Read Now About
ArticleThe Definition of Content Strategy by Mark O’Brien on June 19, 2012The definition of a content strategy is Read Now About
ArticleThe Modern Marketing Website by Mark O’Brien on June 14, 2012What if you could speak with every prospect who was considering hiring your firm? And what if they did not just have thirty minutes or so to speak with you, but instead they had all the time in the world Read Now About
ArticleProspect Experience DesignThe Use of Mood Boards in the Web Design Process by Mark O’Brien on June 12, 2012A useful strategy for communicating website plans with your in-house team or client is to separate the discussions about information design from those about visual design. This is helpful for both seasoned professionals and web neophytes. Read Now About
