Be Like Aristotle.

"It is the mark of an educated mind to be able to entertain a thought without accepting it."
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18 Aug 2020
Content Marketing, Digital Public Relations, Online Reputation, SEO & SEA, User Experience Permalink

How to prevent homepage nazis from destroying your corporate website

August 18, 2020

I am sure the following sounds familiar to all digital marcom professionals:

“Please link it from the homepage NOW.”
“This is so important that it HAS to stay on the homepage until ‘I’ tell you when to take it down.”
“It needs a lot MORE information on the homepage and then you HAVE to link it several times to MY page.”
“YOU will take personal responsibility if MY event does not have visibility because you FAIL to highlight it ENOUGH on the homepage.”

I call these people “Homepage Nazis“.

Basically, Homepage Nazis are self-centred ignoramuses who have with no inkling of how information is accessed on the internet.

They base their assumptions entirely on how they themselves surf the company website, and they fight tooth and nail to get what they want at the expense of others’ more important needs and above all, the organisation’s overarching marketing and communication needs. Read more

17 Apr 2020
Content Marketing, EurekaMoment, Online Reputation Permalink

#EurekaMoment 24: What happens when you post content not tailored to your audience?

April 17, 2020
At best, nothing much. At its worst, it destroyed your online reputation. Posting content on social media that is not tailored to your target audience is really like throwing paper aeroplanes at your teacher. Either you’ve missed and didn’t hit her, and she has had her back turned. Or, you will suffer a massive backlash.

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16 Apr 2020
Content Marketing, Digital Transformation, EurekaMoment Permalink

#EurekaMoment 23: There is no external communications without internal communications

April 16, 2020
Not a few companies I have worked with were looking for help with their marcom capacity, but for these organisations, they did not realise that they first have to resolve a fundamental lack of healthy internal communications. Because without internal communications, you do not have external communications. Read more

11 Mar 2020
Content Marketing, EurekaMoment Permalink

#EurekaMoment 21: What is Digital Corporate Communications?

March 11, 2020
Companies are increasing dedicating the majority of their marcom budget to digital. While it is clear that marketing is communications aimed at generating leads and driving sales, corporate communications itself is often misunderstand as “public relations”, as if the general public cares to establish any relationship with you. Read more

07 Mar 2020
Content Marketing, EurekaMoment Permalink

#EurekaMoment 20: Why Content is King

March 7, 2020
Content is such a marketeer jargon. Content used to mean things in a container like a jar. But for the lack of a better word – and unfortunately so – it is currently the umbrella term used to describe any form of written, verbal, visual and audio material that carries meaning, emotions, information in the vehicle of any form of digital or physical channel of communications.

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28 Feb 2020
Content Marketing, EurekaMoment Permalink

#EurekaMoment 18: Mapping is the Foundation of your Outreach Strategy

February 28, 2020
Many communicators and marketeers are now adept in harnessing the prowess of digital channels. From content production to measuring reach and engagements, we tend to be really excited and jump right into it. But what if your assumptions have not been as accurate as it could be? Why is it that some of your outreach efforts did not produce the results you have anticipated? By the time we figure it out, we would have wasted precious time and resources, and will most likely have to start from scratch.

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01 Dec 2019
Content Marketing, EurekaMoment Permalink

#EurekaMoment 17: Emotions are universal, values are not

December 1, 2019
Good communicators realise that hard facts and figures make a strong case for your argument. There is no doubt that the earth is round, the climate is changing, 1 + 1 is 2. Yet facts alone will not compel anyone to act on his own, answer your call to action, or join any collective efforts to support a cause. It takes emotions to do that.

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More interested in my ideas about digitalisation, society, communications or other topics that I write about? Please do not hesitate to leave a comment or chat with me on Twitter @HaroldTor.