Most Web teams spend a gazillion hours trying to craft Websites that will ring with their B2B buyers. And most of them fail. Why? Because the real secret to building a B2B powerhouse starts with clearly understanding — and aligning your Website
I’ve been watching the whole grid/adaptive design and short-form content revolution roll out in slow motion over the past couple of years. So how’s the revolution going? To see, I spent some quality time on 17 major sites on our eBusiness Index. Turns out it’s playing out in four ways.
Once upon a time, search was pretty simple. Put out a box, fiddle with some “advanced search” explanations, spend some quality man-months meta-tagging mountains of content—and let the rest take care of itself. Today, however, a new roster of features & capabilities are changing the rules.
Every company we track has social media outposts. Twitter, Facebook, and increasingly, the LinkedIn platform. And they spend plenty of time and treasure filling them up with goodness that promotes their strategies and marketing stories.
In this new world, it’s not about what your visitors want. It comes down to knowing what they really don’t care about. How some teams are turning five lemons into lemonade—and changing the rules in a big way.
The Cisco.com team was just another army writing volumes of services content when they decided to redesign the Services zone in a revolutionary way. They stripped it bare, sent all of the detailed content somewhere else – and focused the new & improved site on what Cisco can do and why customers should care.
Content Strategy | Cisco.com pushes the interactive video envelope – and accidentally triggers an infographics tipping point
Cisco.com’s new interactive feature is a piece of marketing finesse well beyond the reach (and budgets) of most Web teams. But the twist in the story is that it uses something that every team can (and should) have at the top of their list in 2013.
Although Sun.com went off the airwaves more than three years ago, there’s still plenty of lessons to be learned from this award-winning Website. Publishing product prices is one of them.
When we set out to take a close look at online registration practices, we already knew that these features were, shall we say, “problem children” for most Website teams. How did we know this? Because we’ve been fielding questions about best and worst registration practices for at least ten years.
One of the things that’s most interesting about the IT Web is that you can find little moments of marketing brilliance on otherwise ordinary Websites. Palo Alto Networks' content filtering tool is one of those moments.