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Latest Content Strategy News & Articles

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.”

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!

A Recipe for Going Viral from a 5,000,000 View Video Maker

Some of the social media mavens would have us all believe that you can't make a viral video on purpose. I'm here to tell you that they are wrong. Lack of intention has nothing to do with it.

My recent interview with Steve Yu illustrated that intention just might be one of the keys to success. Kevin "Nalts" Nalty, acclaimed expert on social media and video in particular, famously claimed that viral was dead for advertisers and marketers "because the odds of a commercial video being seen by millions are nearly insurmountable". I'd say Nalts is half right. The odds are very long indeed, but I think Nalts was looking through the traditional marketing lenses which basically make attempts at going viral dead on arrival.

Content Strategy: Why Review and Remove Are Such Critical Web Skills

In the history of evolution it is generally better to complicate than to simplify. But complication can hit a wall.

Book Review: Creating the Conversation Company

The first thing you notice when reading The Conversation Company: Boost Your Business Through Culture, People and Social Media by Steven Van Belleghem is that it’s as much about the customer as it is about the company. By seeking to transform company culture to become more collaborative, creative and well, conversational, an organization must focus on delivering a successful customer experience.

This Week: Responsive Design's Impact on Marketing + Content Marketing with Your Web CMS

Aside from the big 4th of July celebrations in the US, it was a week of solid insights and opinions, including a discussion on what responsive design means for marketing. Following that we looked at why marketing and IT must align, and brought you some data about how the social software market is booming.

Content Marketing & Web CMS
Your Web CMS may not have what it takes to handle the Content Marketing challenge. If you're headed down this road, check out Content Marketing: The Changing Role of the Web CMS.

Tweet Jam in July: Content Marketing
Coming this month, we will gather together experts in the field on content marketing for our July 25th #CXMChat. Drop us a line if you'd like to be a panelist.  

Webinar: Understanding Responsive Design for Mobile Web Experience
Learn about the business side of Responsive Design and see how to better engage your mobile customers.

> Join CMSWire's July 10 Webinar

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InboundWriter Releases New, iPad-Friendly Version of Its Content Optimization App

inboundwriter logo 62712.pngWriters who use Apple’s iPad now have another tool at their disposal. On Thursday, InboundWriter announced the new release of its content optimization system, which now works on the popular tablet.

LinkSmart with New Publisher Focused Link Management Platform

A Colorado-based startup led by the former CEO of DailyCandy has emerged from stealth mode. LinkSmart uses text links to help sites increase traffic and drive visitor engagement.

A Look at the B2B Content Delivery Funnel

Want to make better decisions when it comes to your content strategy? Demandbase and the Content Marketing Institute have partnered to released a guide and corresponding infographic that illustrates the Content Delivery Funnel. Both are designed to point marketers in the right direction when deciding which technologies to use in their content marketing programs.  

Mobile Content Strategy: Five Analytics that Really Matter

If you’re paying attention to your mobile content strategy, you may be confused about which analytics you should be tracking. Mobile is a different animal and requires tracking your users in a different way.