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I have reached the conclusion that most organizations have a blog simply because they feel they should. Many marketing departments fail to “get” blogging and have poorly visited blogs with few comments. Because their blog fails to perform, they conclude that blogging is an ineffective marketing tool and either remove it entirely or leave it to languish. However, it does not need to be this way. Corporate blogs can be a powerful communication tool that builds brand awareness and nurtures a sense of engagement. You only need to look at the vibrant community surrounding the 37Signals blog to know that corporate blogging can work.
In just two years, Erskine Design grew from two people working at home into a full-fledged agency of eight, working with some major clients. Our website needed to better reflect our achievements, abilities, team strengths, and to get better information from client inquiries to help grow the business. I’ll explore our thought processes and share the decisions we made as our own client. Time to be brave To begin with, we felt our site lacked visual influence and variation.
If unbridled positivity makes you squeamish, then you might want to stop reading now. Still reading? Good.
I recently spoke at the Content Strategy Forum in London about the importance of which words used in an interface. The difference between Facebook’s Like and Google’s +1 seems superficial, but ends up influencing the behaviour of the users. Choosing the words you use to define actions in an interface is the most important part of interface design. In “Getting Real” Jason Fried wrote that Copywriting is Interface Design , yet five years later copywriting is almost always where interfaces fall to pieces. Continue reading I was 16 years old, working in a gas station and had just received my first bollocking from my manager.