Until the last decade or so, user experience (UX) design and search engine optimization (SEO) were relatively new areas of specialization within marketing. User experience encourages a closer look at the needs of target audiences, while SEO emerged to address the increasingly competitive digital marketplace.
Most marketers say it's important to have consistent, on-brand content in multiple channels. Others say being omnichannel, or being truly integrated, is really the way to go. Taking no sides, Colleen T. Reese—a member of the LinkedIn Integrated Marketing Mix group—asks for input from the marketing community. In the discussion titled "Content Marketing Thursdays: Creating and Identifying Powerful Multichannel Content," Reese provides conversation starters.
An "About Us" section is one of the few constants of organizations' websites. Businesses have evolved their sites to present a unique and increasingly dynamic "handshake" to customers with look and feel, content and interactions. Yet, About Us sections, regardless of company size or industry, have remained largely a static, impersonal catch-all for content that doesn't seem to fit anywhere else on the site.