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From the Desk of Dino Baskovic

Is poor code cramping your online style?

In digital marketing, proper syntax counts as much as spelling and grammar

As professionals, we often take for granted the ability to communicate through electronic devices and networks. Promoting products and services through one-click publishing has become so effortless and commonplace, it can be tempting to cut corners, even if we don’t mean to do so.

We take great pains to proof copy for typographical and grammatical errors. Media and public-relations practitioners abide by The Associated Press Stylebook as sacrosanct, while other communications disciplines adhere to similar standards. Yet shipshape content can sink fast if improperly formatted and published, causing browsers to crash and blogs to brim with complaints.

What precautions can we take to ensure safe content delivery? The smart approach is to peek “under the hood” to pour over the underlying code beneath your content. It is the structure of the code, referred to as syntax that affects how websites, mobile apps and such work, act and feel. Marketing managers more accustomed to dealing with the front end of the business should enlist the help of someone well versed in the technical aspects of electronic communication.

The following is a simple checklist of best syntax practices that businesses and organizations should adopt to preserve the integrity of digital marketing efforts:

If you feel that all this talk of syntax and coding is too deep in the weeds, don’t fret. For a web designer or developer, the above checklist can be quite simple to implement. By engaging expert online resources, you can mark improvements to your digital marketing presence across the board with relative ease.