DIGITAL MARKETING: Hook audiences with engaging web content

It's a scenario most marketers will be familiar with: you spend months helping to revamp your company's website, yet what starts out as an exciting project ultimately becomes a burden. Things seem to have taken forever and so many people have dragged their heels that you can't wait for the damn thing to go live so you can get on with something else. "By the end of it all, people are thinking, 'thank God that it's over'," says Paul Hatcher, head of digital at Base One.