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Latest Content Strategy News & Articles

Content Strategy: The Perils of Search Engine Optimization

Search engine optimization (SEO) tactics often make it harder for customers to do what they need to do. 

Tools of the Trade: What Content Marketers Use to Manage Content #CMWorld

Tools of the Trade: What Content Marketers Use to Manage Content  #CMWorldOne of the greatest aspect of any conference are the neat tools that get highlighted during sessions or in the exhibit hall. Here are a few of the free — and paid — content marketing tools that have been featured during Content Marketing World.

Adobe Social Launches: Marketing Insights for Your Social Media Campaigns

Promising to move social media users “from social media intuition to marketing insight,” Adobe is officially releasing Adobe Social, a new social marketing management solution. Adobe Social is designed to allow users to publish content across social networks, insert social ads, and monitor and respond to relevant social conversations in real time.

Characters Welcome: How to Tell the Right Story #CMWorld

Characters Welcome: How to Tell the Right Story #CMWorldStorytelling has become a critical component of content marketing. Never has this been more apparent than at Content Marketing World 2012, where many of the speakers are helping us develop our inner storyteller. However, the types of stories being told have become rather interesting. Deana Goldasich told us to make the customer the hero, while Jenny Magic encouraged us to make our competitor our arch enemy and the customer the damsel in distress. Why is it so important for us to make our customers, competitors and companies characters in our own stories?
 

Overheard: What's New, Exciting in Content Marketing #CMWorld

ContentMarketingWorld_Logo.jpgI live, breathe and write about content marketing. I also attend a lot of conferences. This week I am at Content Marketing World 2012 in Columbus, Ohio. Because I sit through many keynotes and sessions, I have high expectations. I need to be engaged and learn new information regularly. This isn’t to say that I know everything there is to know about content marketing, but I have heard a lot of the same things. However, there is a difference between hearing the same old things, and hearing the same exciting things. Here are just a few of the exciting things being overheard at CMWorld. 

6 Ways to Repurpose Content - Even if You Think You Don't Have Any

Fresh content is great for social media, but sometimes deadlines, budget or writer's block get in the way. Take these tips to repurpose existing content from your business for social media.

Note to the Cord : Apple is Coming, Prepare to be Cut

The cable and satellite companies still seem to be in denial of the fact that dematerialization is coming. In the same way that encyclopedias have been dematerialized, their fate is upon them. Just like day planners have been dematerialized, their day of reckoning is at hand. Just like film and cameras have been dematerialized, the end is nigh. Apple TV is coming for you, cable and satellite companies, are you ready to join Encyclopedia Brittanica, Franklin Covey and Kodak in the not so exclusive club of irrelevant and waiting to expire?

Altimeter: Content Marketing is Key to Converged Media Imperative

This year “convergence” is becoming much more than just a buzzword, particularly in the world of content marketing. As a recent report from Altimeter Group explains, three previously distinct channels are now merging to produce increasingly necessary hybrids.

Journal from an Intranet Voyage: Tents and Timing

In my last journal entry, I chronicled the beginning of my enterprise's efforts to re-envision the company intranet and detailed our team's strategy to change the conversation around the intranet program and its priority relative to projects with more compelling returns on investment. We had just received approval to develop a strategy engagement with an outside firm and we were just starting our efforts to share some of our thoughts on a vision with a wider audience.

Content Marketing: Start With Your Story

shutterstock_40849351.jpg “Knowing yourself is the beginning of wisdom.”
Aristotle

When companies venture into the content marketing world, many of the conversations center around the audience, the delivery and the metrics. All important and worthwhile topics, yet there’s another, more crucial element that needs to be the foundation of your content marketing efforts — your story.

Content Strategy: Is it Okay to Break the Rules?

I had an interesting experience last week that made me rethink the rules of content strategy when it comes to business objectives. I wrote a wildly popular blog post that received double the traffic than one of my typical blog posts usually receives.

This Week: Twitter Twumbles, Azure Bursts, Facebook Plants and GTalk Hangs-up

What a week! Yesterday, Microsoft Azure in W Europe went down, Google Talk went silent and Twitter had a major outage.

Cap that off with Facebook, Apple, Amazon and Zinga stock spirals and one can't be blamed for thinking now is the perfect time to take a looooong vacation — maybe it'll all be shiny and happy again when you get back.

Getting Content Marketing
Back in ROI land we are busy closing out July's focus on Content Marketing.

Don't forget our Content Marketing webinar on August 8th.

SharePoint = Elephant Still?
The preview of SharePoint 2013 is out and there's no shortage of views on its future significance to both social business and web content management.

As August rolls in we dive deeper into the platform's place in our world and whether or not SharePoint is still the elephant in the room.

Leading With Content Marketing
Learn how to build a Content Marketing Strategy — interactive webinar with Robert Rose and CMSWire.

> Join CMSWire's Free Webinar

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Discussion Point: The Hardest Part of Content Marketing Is...

For so long, we have been taught that marketing is about persuading people to buy something. It's about the end result — the sale. Well things have changed and marketing has evolved. Yes, many online marketing processes are still about that end result, but there's a another way to build loyal subscribers to your brand, and it's not about selling, it's about providing something valuable — information. That is the essence of content marketing. What's the hardest part of content marketing? Now that's a good question.

Journal from an Intranet Voyage: Changing the Conversation

As I recently have been afforded the opportunity to help my enterprise improve our intranet, I've decided to chronicle this effort in a series of articles over the course of the journey. Before I begin, a little context.

My enterprise just completed a software upgrade of its SharePoint infrastructure to the latest version, but has not had a significant design upgrade in more than 7 years. There is a consensus that the intranet does not meet the needs of the employee population within a dynamically changing environment. There has been several years of frustration regarding getting the financial, Information Technology (IT) and design resources necessary for making any significant improvement to the experience.

Interview: Robert Rose Talks Content Marketing & Engaging Your Customers

Content Marketing isn't exactly new, but it's certainly come mainstream with the evolution of the Internet and recognition that the online customer experience should be as much about engaging and building loyal subscribers as it is about selling products and services. The two go hand in hand these days.

To learn a little more about content marketing and how it helps engage customers, we spoke with Robert Rose, Senior Analyst at Digital Clarity Group and co-author of Managing Content Marketing.

PhoneGap 2.0 Improves iOS App Creation, Adds Windows Phone 7 Support

Adobe-owned open source mobile development platform PhoneGap has released version 2.0 and the system could be a good fit for those who need to produce native and Web based apps all in one place.

This Week: 5 Easy Content Marketing Projects + The Responsive Design Debate

Content Marketing — Step by Step
Don't know how to get started in Content Marketing? Check out this approach to developing your content marketing strategy. You can also try one of these fast and easy Content Marketing projects or 7 ways to reverse engineer great content.

Responsive Design…Or Not?
Did you miss our recent Optimizing Mobile Customer Experience webinar? Fear not, we have the full webinar summary and recording right here. Or perhaps you agree with this article and think that responsive design is the wrong paradigm.

July's Tweet Jam Next Wednesday
A final reminder that our Content Marketing Tweet Jam is next Wednesday July 25th at 10am PDT / 1pm EDT. Details here.

Leading With Content Marketing
Learn how to build a Content Marketing Strategy — interactive webinar with Robert Rose and CMSWire.

> Join CMSWire's Free Webinar

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Planning Your Channel Content Marketing

shutterstock_83297098.jpg Content marketing is the promotion of content with a view of bringing your audience to your website, branded microsite or social media landing page and converting them to perform an action. This is also known as inbound marketing. The process of content marketing across multiple channels needs to be carefully managed for successful results and positive conversion outcomes.

Will Open Warfare in the Realm of Media Hatch an Alliance in the Game of Thrones?

The seven kingdoms of watchable content and distribution are in turmoil.  Watchable content providers are in open warfare with distributors. Powerful dynasties have been discarded to the dustbin of history. Upstart usurpers are in a mad land grab fraught with a combination of peril and promise. Amidst it all average consumers, the people of the kingdoms, engage in open rebellion by joining the either the upstarts or even the wildling pirates in brazen contempt of the established powers that be. As in all battles for supremacy the future is unclear, but one truth remains the same, victors emerge not through power, but through smart alliances.

7 Ways to Reverse Engineer Great Content

There’s no arguing with the fact that content marketing holds a tremendous amount of potential in terms of its ability to improve the customer experience on your website and drive targeted traffic in a cost-effective way.

Unfortunately, just because a strategy has potential doesn’t mean that it’s easy to do — as anyone who’s ever tried (and failed) to launch viral-style content before can attest to!