Succeeding Today

Newfangled Web Factory: Content, Structure, Functionality First

Look & Feel Should Come Later–Says Newfangled Web Factory

As firm believers in the importance of content marketing, the Newfangled Web Factory folks take a unique approach to delivering results for their web clients. They reverse normal practice.

Typical web design firms begin by creating a look and feel that precedes any real content and structure. Only after getting agreement on the overall design, do they move on to content and structure.

“That’s backwards,” believes Newfangled Web Factory CEO, Eric Holter. He observes that “You’re in debt in the trust department when you sign a new client. They have a sense of that and so you may spend a lot of time spinning wheels.” The biggest challenge is being able to communicate effectively so that the client gets the website they need and want. Communications failures make for flawed website and unhappy clients.

Content and Communication Come First

Holter believes that it’s essential to focus first on content, structure, and functionality. In fact, they have invented a method they call “grayscreening” that enables them to work closely with the client to define those elements before beginning any discussion of design:

Holter believes this approach builds a level of trust quickly because it facilitates communication from the very first client meeting.

Although their grayscreening process has evolved significantly from its paper-based roots in 2000, the philosophy is the same: Giving the client a clear understanding of the finished site’s content, structure, and functionality makes for an efficient process and satisfied clients.

By leveraging their own technology, a time-consuming ‘wire frame’ prototyping process that took days in 2000 can now be accomplished in an hour. This became possible only after they built and deployed their own content management system (CMS).

Content–and Content Management are Key

Newfangled’s content management system delivers benefits both for them and for their clients:

• Prototypes of client sites can be built and changed live during client meetings.
• A fully functional site is created in advance of the design phase so the client knows exactly what they are getting.
• Clients can create and maintain their own content with no need to wait for the developer.
• Content becomes the center piece of the website because its so easy manage.

CEO Holter is a content fanatic and it shows in their own website. As he puts it, “We need to lead by example.” He notes that you must first determine exactly who your target audience is so that you can write stuff that they really want to read. In their case, their primary target are small and medium sized ad agencies. So all of their content is aimed precisely at that audience.

Unlike many advertising, PR, and marketing firms, the Newfangled Web Factory, make it super easy to determine what they do, how they do it, pretty much and how much they will charge right when you get to their website.

Undoubtedly aware of their visually oriented prospect base, Newfangled makes good use of visuals on its front page with three eye catching videos ready to go. Each one tells exactly how newfangled can help you build your business. For example, the video screen on the left gets your attention, but also includes the text ” content management included”. Just below the video window is a brief description of exactly why content management is important and why they provide free content management to each of their customers.

Goal number one of content marketing is making it easier for your customers to buy from you. Their website actually provides precise pricing information so that you know how much are going to have to pay based on what your requirements are likely to be. Happily, for companies with small budgets they even provide a $5000 solution which still includes the free content management system.

Holter notes that most of their clients don’t understand the real potential of content and that ” they have to be warmed up to the idea.” He adds that content development requires a lot of work and time. Typically it flows from the company itself. Unfortunately too few companies are willing to invest the time and money to do it well.

According to Holter, it is often difficult for their agency partners to absorb the importance of content. ” They are oriented toward push marketing when creative ideas, frequency, and splashy impact are all important.” He emphasizes that on the Internet nobody’s just driving by and that when they arrive at your website that they’re there for purpose which is usually to determine whether they would like to do business with you.

Newfangled goes beyond the web with newsletters and a “Web Smart” blog

Their eNewsletter dates from March 2001 and is the primary driver of traffic to their website. It enables them to communicate both with current customers and to future prospects. In June 2007 they produced their first video newsletter which is headlined, “What in the world is your website doing?” It provides an excellent analysis of why and how to measure when traffic effectively. Not surprisingly, author Holter, states in the newsletter, ” that’s why, by regularly creating compelling content—which adds more content rich sub pages—you can experience significant growth in search traffic.”

The Web Smart blog serves as a more timely companion to their newsletter and also provides information that goes beyond what originally appeared in the newsletter. For example, they explore effective examples of video on web sites that truly enhances content marketing efforts. Take a look here.

Secure Engineered Machinery–A Client That Does it Right on the Web

Unless your organization needs secure destruction services, you may not have heard of Secure Engineered Machinery.

That may change because protecting data and information is more critical today than at any time in history.

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Like Bill Murray in Ghostbusters, SEM has positioned itself as the only one to call when you need to destroy confidential data and documents. Their very effective website has a lot to do with it. Be sure to check it out: SEM online.