Steve Rubel at Micropersuasion is widget-crazy, and he has a whole series of articles to prove it. What am I talking about? Widgets are little applications designed to be inserted into people’s start pages at Google and similar portals as well as into MySpace pages, blogs or normal websites. Widgets can do everything from display headlines to play music to show a little calculator or clock.
Why should campaigns care? First, as Rubel explains, widgets allow people to customize start pages on their favorite sites to an unprecedented extent. Start pages can become such a rich experience that users spend less and less time on other sites. Instead, they tend to view other websites’ content on their own start pages, with RSS providing the transmission mechanism. More and more, content is becoming separated from presentation, and your words can show up in contexts that readers control, not you. If you’re not distributing your words in a format that others can use (i.e., RSS), you run the risk of missing some readers entirely.