Not Another Microsite

My friend and colleague James Gross has been talking about “NAMS” for some time. Ask.com’s Sean X Cummings picks up the thread and asks “is a microsite really going to move your brand forward?” On a slightly different but related topic, this really strong post from Avenue A/Razorfish’s Garrack Schmitt focuses on people’s obsession with homepage design and usability instead of content page design/usability.

What’s the connection? Its the content and the way you make the content available that will impact your audience not the container holding the content. Microsite, blog, etc matters less than the availability, OPENNESS, quality, and the search indexing (directly impacted by the availability and quality) of the content. If you can create a living breathing media property your brand will see impact from your work. As John Battelle (my boss and founder of Federated Media) notes, every marketer is in the media business now.

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