Trends Report

Web Site Content That Builds Brands

March 3rd, 2008
With contributors:
Harley Manning , Steven Geller

Summary

Web content is the backbone of a company's online brand presence. But many firms struggle to provide useful, relevant content that allows users to accomplish their goals and supports the company's brand positioning. In order to hit the sweet-spot where useful, usable content makes a lasting brand impression, firms should use personas to focus the design effort on target users and checklist all content before it goes live to ensure that it reinforces brand attributes.

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