Comments on: Is your Web site a silent movie or a talkie? http://blog.agencypja.com/2008/04/18/interactive/is-your-web-site-a-silent-movie-or-a-talkie/ An open source take on marketing the hard stuff: BtoB Enterprise, IT & Life Sciences. Thu, 28 Aug 2008 07:25:48 +0000 http://wordpress.org/?v=2.6 By: Eric Holter http://blog.agencypja.com/2008/04/18/interactive/is-your-web-site-a-silent-movie-or-a-talkie/#comment-12520 Eric Holter Fri, 18 Apr 2008 13:39:25 +0000 http://blog.agencypja.com/2008/04/18/interactive/is-your-web-site-a-silent-movie-or-a-talkie/#comment-12520 First, let me state that I respect PJA as an agency that gets their own website right--a rarity in the advertising world. The reason it's better than most is not because it has "full stereo sound synchronized to movement," it's because of its focused content. You have accurately identified the problem with most website, especially B2B, that they are too static with infrequent "injections of content." But let me suggest that your solution is going in the wrong direction. I frequently consult agencies with respect to the "creative barrier" that inhibits their ability to devise robust web strategies. The solution to poor websites is not more Flash, or more pizzaz. It's better content. Regular, thoughtful, compelling content, like the content PJA regularly adds to their site, is the solution. Not heightened experiences. When it comes to the web, "creative" brand strategies need to take the back seat to "content" brand strategies. First, let me state that I respect PJA as an agency that gets their own website right–a rarity in the advertising world. The reason it’s better than most is not because it has “full stereo sound synchronized to movement,” it’s because of its focused content.

You have accurately identified the problem with most website, especially B2B, that they are too static with infrequent “injections of content.” But let me suggest that your solution is going in the wrong direction. I frequently consult agencies with respect to the “creative barrier” that inhibits their ability to devise robust web strategies. The solution to poor websites is not more Flash, or more pizzaz. It’s better content. Regular, thoughtful, compelling content, like the content PJA regularly adds to their site, is the solution. Not heightened experiences. When it comes to the web, “creative” brand strategies need to take the back seat to “content” brand strategies.

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