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Get practical and actionable insights on industry news and trends for marketers and creatives. Explore the world of creative process outsourcing and discover how it can add value to your business.

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Ari Santiago

is a content marketing specialist for StraightArrow Corporation with a penchant for video and tabletop games. Sometimes wanders, but isn’t quite lost.

Recent Posts:

Making it Brief: The Difference between Project Briefs and Creative Briefs

Posted by Ari Santiago - August 16, 2017 • 4-minute read

Simply put, a brief is a concise summary document that serves as a starting point for a collaborative project.  Depending on the undertaking, a brief can take a more specific form such as a “project brief” or a “creative brief.” 

These two briefs serve similar functions: they clarify the objective/s of the undertaking, specify a framework for it and provide the guidelines for the project team to follow.  

Topics: Business

StraightArrow among the Country’s Best for Employee Fitness

Posted by Ari Santiago - August 10, 2017 • 4-minute read

One of StraightArrow’s core values is that we are, and always strive to be, a team of great people. Entering our seventh year with the axiom “Stronger at 7,” we put a more physical spin on this principle, emphasizing fitness and health in our office life.

Last month, those efforts paid off as the People Management Association of the Philippines (PMAP) recognized StraightArrow as one of the country’s best companies for “Creating a Culture of Wellness.” The award, presented on the 26th of July, distinguished StraightArrow as the 3rd best among 21 entries in PMAP’s nationwide contest.

Topics: Company News

How to Make Landing Pages That Convert

Posted by Ari Santiago - July 20, 2017 • 6-minute read

The best landing pages are considered the best because they achieve one thing: converting visitors into leads. If they can manage that well, they need do nothing else. The flipside, of course, is that a landing page that’s not getting conversions is just digital dead weight.

Topics: Web Development, Digital Marketing

Making a Marketing Funnel Template for Content that Converts

Posted by Ari Santiago - July 17, 2017 • 5-minute read

There are a dozen different things you have to consider when trying to make an effective content strategy: distribution, keywords, topics, and so on—and so it’s easy to get lost. Often underestimated, however,  is one of marketing’s basic models: the marketing funnel. Simple but universally applicable, the funnel is an efficient method for moving visitors down the path to becoming customers.

Topics: Digital Marketing

A Guide to Finding the Best Time for Email Sending

Posted by Ari Santiago - June 8, 2017 • 5-minute read

Email send time is often treated as a kind of mystical, fifth-element type secret to winning the email marketing game. Get it right and everything—from open rates to engagements—will follow.

While a lot of research has been conducted on when best to send emails, there is no universal answer except “It depends.” However, that doesn’t mean you’re on your own. The research provides a lot of information to use for guidelines and benchmarks.

Topics: Digital Marketing

Growth-Driven Design: Examining Its Mindset and Method

Posted by Ari Santiago - May 22, 2017 • 5-minute read

“Traditional web design is broken.”

You’ll see this a lot on websites promoting what’s often called “growth-driven design” or GDD, an apparently new take on web development pioneered by Luke Summerfield and evangelized by HubSpot.

If this looks suspicious at first glance, well, your misgivings aren’t misplaced. After all, it’s pretty convenient for a marketer or agency to claim something’s broken right when they have the solution for it.

On the other hand, if you’ve ever undertaken the (re)design of a website, you’d probably agree with much of their critique: traditional methods take long, rarely stay within budget, and rely too much on guesswork.

Topics: Digital Marketing, Marketing Tools

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