Microsites Should Mimic Blogs

That’s the advice of David Armano in a column for Ad Age:

“we have to ask ourselves why formats like blogs, social networks and other manifestations of emerging digital media have become so popular. Blogs look nothing like microsites. But what they have in common is the delivery. Web pages — pages that can be bookmarked and e-mailed, among other things. And they offer niche content, lots of links and, of course, the ability for people to talk back. Long-form content is the new design language — I have become a convert. Debating the above-the-fold argument is a moot point — we should start channeling our energy into debating how we can provide VALUE to users who are clearly getting it elsewhere. I propose that we breathe new life into the microsite format by fundamentally rethinking it.”

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