Why a Strategy? Why not tear into creating a website FIRST?

29 Sep
September 29, 2016

Have you ever gotten in your car to drive to a destination and realized you didn’t know exactly where you were going? Without direction upon entering new areas, we often find ourselves lost, confused, and ultimately, extremely frustrated.

What do you do when you are lost?
The most obvious answer: seek direction. You look for a map or guide to get you to your destination. When drawn correctly, maps provide not only clarity of course but also emotional relief now that the feeling of hopelessness, or the trial and error guess work of way finding that being lost creates, has vanished.

This basic instinct of seeking direction when lost is the basis of FabCom’s proven Comprehensive Marketing & Positioning Strategy method. Brands are a maze of segments and nuanced faceted details that all need to be pointed in the same direction so they can harmoniously work together to accomplish business goals and objectives, establish a sense of emotional connectivity with target audience segments, and build an over-arching positive brand reputation and organic scalability allowing the brand to address multiple segments simultaneously but authentically.
Continue reading “Why a Strategy? Why not tear into creating a website FIRST?” »

Everything We’ve Wanted to Say About Design… to Our Clients Everyday

18 Apr
April 18, 2016

Just because someone can “design” something may not mean they should.

There is much the masters of craft must teach those crowned with the responsibility of learning new tech to create new capability. Fortunately and unfortunately, new tech allows the uninitiated with and about design to create.

But 99 percent of what is created fails because the new capability has not been met with the lessons of those who practice the elements of the design craft. It requires skills built long before the new tech or tool was available to learn.

Without the benefit of design experience or apprenticeship and the developed mastery skills of UX design or the physiology of progression and discovery from strategic design, new capability is destined to fail without incorporating the theory and lessons of the learned masters.

Without the balanced emphasis on the liberal arts AND the culture and tech of advancing technology, it is impossible to achieve the synthesis required for successes in today’s tech and business.
Continue reading “Everything We’ve Wanted to Say About Design… to Our Clients Everyday” »

Want to Rank in Google’s Artificially Intelligent Search? Know the Difference between Proof vs. Relevant Terms

06 Apr
April 6, 2016

One of FabCom’s higher education SEO & business analytics clients asked why we wanted to update the copy of one their degree offering pages. We explained that while the page contained plenty of keywords that are relevant to popular search topics, it didn’t contain proof terms that indicate authority on those topics. That answer led to another question, “What is a ‘proof’ term and what is a ‘relevant’ term, and why do we need them?”

I thought the answer would also be useful to our readers.

The difference between proof terms and relevant terms

Prior to our update, their Game Programming Degree page covered elements of game programming, but failed to mention the specific names of those elements. The page cited relevant topics, such as “Apple development,” but not the learned skillsets that would normally be part of a discussion about the topic of Apple development. These individual skillsets are examples of proof terms.

Continue reading “Want to Rank in Google’s Artificially Intelligent Search? Know the Difference between Proof vs. Relevant Terms” »

©2016 Fabiano Communications.