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What platform should you use for your microsite marketing?
Here's a question I get all the time: what's the right platform to use for the microsites you create for your marketing purposes? The most popular answer today is WebFlow. (If you're reading this ~5 years from now, this may sound dated but, oh well: I don't have advance access to the knowledge of what platforms will be popular 5
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 people, individually and as a team? Does it make sense
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 matters. Content quality matters. Content frequency matters--yes, content is mattering
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 for the world to know--without wanting to be associated
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 your marketing, that could be small, but could be big,
