Last year I talked about the Three R’s of Web Marketing, to be real, relevant, and responsive. But the truth is that being real is challenging. Let’s take a real-life example—do you expect product manufacturers to post product reviews?
I enjoyed my appearance at the ExL Pharma Search Engine Marketing for Pharmaceutical Companies conference today in Princeton, New Jersey. We had a sudden snowstorm yesterday, so you know that the folks who were able to make it really wanted to be there. My pitch, called Remember Search Marketing is Marketing, talked about how you can use search marketing to raise brand awareness and conversions, but my favorite part of the day was listening to Eric Papczun of Performics.
In the past, we’ve urged marketers to do it wrong quickly. But how can you make quick content changes when you have to translate into other languages? For global companies, translating their content into other languages can be a time-consuming process that delays the launch of new pages and campaigns. So, exactly how do you speed up your ability to change content when you have to do all that translating at the end?
If you’re like most companies, you spend a lot of time obsessing over your home page, but maybe not enough time on your destination pages. As a proponent of doing things wrong quickly, I don’t recommend spending hours on each page trying to make it perfect. So, instead, what’s a quick way to check out the information architecture of those pages?