Should your team’s commitment to virtuous behavior be a primary or secondary concern?
Yes, yes, of course, of course, you want your team to be good people. Who doesn’t? But this leads to three complex questions: What really is being a “good” person, particularly in the context of hiring a marketing/tech (martech) partner? How do you tell if the team is likely good […]Read all
Using Microsites To Create SEO Gold
SEO 101 in 2020 is this: links, links, links. That was actually SEO in 2010 and even in 2000. Some things change very slowly. Yes, lots of other details matter a lot. In 2000, meta tags mattered. (Hint: they no longer do for SEO.) Today, social media matters. Content length […]Read all
Microsites can say publicly what you don’t want to say directly
One of my favorite advantages of microsite marketing is this: microsites give you a way to say things that you want to say and you want to get out there–but you don’t want your brand associated with having been the one to say that. What could you possibly want to say–and […]Read all
Rapid Marketing Experimentation with Microsites
Some of the uses of microsites for marketing are more prosaic, like for SEO purposes. But some are more fun. And one of the most fun uses of microsites is for marketing experimentation. Let me explain. First, let’s define a “marketing experiment.” By that I mean something a change in […]Read all
Using Microsites for Grey Hat Marketing
One of my favorite uses of microsites is for grey hat marketing. How so? Let’s dive in. First, what is “grey hat” marketing (also spelled “gray hat” marketing; I never quite understood why “grey” has two alternative spellings in English, and all the theories I’ve come up with leave me in […]Read all
Are security tools alone enough for OpSec-oriented marketing?
When normies think about Opsec–well, they don’t since they’ve never heard of it; but if they, say, read the Wiki page or knew the one-sentence summary of what the hubbub is about–they might be inclined to think that you just need the right set of tools, and then ensure they’re […]Read all
Do Microsites need to be well-designed?
Here’s a common problem when planning or implementing a microsite marketing strategy: it’s fairly quick and easy to slap a template onto a website. But getting it from a template to a good-looking site requires a lot of time and focus. Is it worth it? Is it mandatory? As usual, […]Read all
How “Micro” should “Microsites” be?
When I talk about marketing-oriented microsites being micro, that suggestions a basic definitional question: what is micro, really, in the context of microsites? How small does small go? Why microsites and not nanosites? Well, while I had never heard the phrase “nanosites” before–until I just invented it now (and I’m not […]Read all
Incorporating CALI into OpSec-oriented marketing
One of the most basic principles of OpSec (insofar as it connects to marketing or not; more broadly speaking) are the CALI principles. In short, it is the following: You must always be alert to the fact that the business (or team) you’re competing against it going to be trying […]Read all
What topics should your microsites be about?
Let’s say you want to pursue a microsite marketing strategy, and you work through general questions like “should we be public or not about the relationship between the sites” and then all the other subtle questions–then, you’re left with an interesting question: what topics should you create microsites about? The […]Read all
How many Microsites do you need for a comprehensive microsite marketing strategy?
So, you want to run with a microsite marketing strategy. Great! The first question everyone seems to ask is: “How many microsites do I need?” The answer is my favorite answer: “it depends.” But it depends on what? Let’s think through some of the variables to take into account. First, it […]Read all