My latest piece for Target Marketing Magazine is up on that site. This time around, we look at how to find the balance between creating a great user experience and not getting in the way of those user who want to get to the info they need quickly and without marketing fluff.
Experience vs. Expedience in Digital Marketing
Establishing your brand personality is an important part of an effective digital marketing presence, but long gone are the days of introductory Flash animations that force website visitors to sit through what to them is meaningless drivel. Content must be married to presentation so that your brand shines through even when visitors are there just for the facts.
So you don’t just need great content now. You need to produce that content in ways that take more creativity, effort, and, yes, budget, than a couple of paragraphs of text would.
Please check out the rest of the article for ways to make that happen and for more thoughts on ways your content can carry your brand.