Though it felt as if the week began and ended with Microsoft, those of us who weren't playing with the shiny new Office and SharePoint toys had a lot of reading to keep us busy.
We read how content marketing is a natural evolution in web engagement, got tips on how to create content and marketing projects fast and on the cheap, and learned how the semantic web might just change enterprise information management.
Don't worry, there are plenty of SharePoint 2013 goodies mixed in as well.
The Evolution of Web Experience
Thomas Robbins (@trobbins): Today’s business climate expects an organization to accomplish more online that ever before, while controlling costs and driving revenue. At the same time our website visitors demand a rich, immersive and personalized experience with relevant and compelling content. How can we build a content marketing strategy to solve this?
Liz Maritz (@unidev): In a very traditional sense content marketing is a bit of a time and money investment, at least in its early days. Custom magazines, glossy print publications, flash-heavy email newsletters, expensive websites, fancy microsites, 27-page whitepapers, highly produced webcasts and podcasts — the list goes on. Recently, small businesses and start-ups have championed short-hand content marketing and it’s making a bit of a buzz.
AJ Kumar (@ajkumar): 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!
Robert McCarthy (@robmmcarthy): 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.
Mark Simpson (@markj_simpson):Summertime is here, the temperature is steadily rising and most people are lounging on the beach, not at all thinking about the holiday season … which is precisely why it’s a good time for e-tailers to get prepared.
The truth is, while many consumers put off holiday shopping until December, for most people it starts much earlier — and brings with it a number of opportunities to those who prepare in advance.
The Tools that Support the Content
Felipe Rubim (@frubim): There are quite a few examples of quickly growing adoption in the content management systems/framework world, but it’s particularly fascinating to see how Drupal is uniquely changing the direction of how an organization will look at its content delivery strategy and the tools used to support it.
The game is changing in Drupal’s favor.
Lori McNabb:Your organization has grown to the point where it's finally time for someone, likely you, to propose a Web Content Management System (Web CMS) and that usually means building a case for it.
The first step is building the case against a content management system.
Martijn van Berkum (@njitram): Responsive Web Design is hot. With the rise of all kinds of devices like mobile phones, tablets, internet-TVs, all kinds of form factors for laptops and PCs, the traditional way of designing websites needed to be changed.
In the past, you looked up in your statistics for your website what the average lowest denominator screen resolution, browser and browser version was. Then, the designer started to design your website for that lowest common denominator.
This is increasingly unviable.
What's in a (SharePoint) Name?
Jennifer Mason (@jennifermason): Last week I was invited to a press event in San Francisco, where Steve Ballmer was going to share some exciting news. I of course thought for sure it would be the release of the next wave of Office products and as I arrived at the event, my suspicions were confirmed as I was greeted with a sign that proclaimed “Welcome to your Modern Office.”
Chris Wright (@scribbleagency): A couple of years ago I wrote here about the dangers of “look and feel fever” when working on SharePoint projects. This is where the UI of a SharePoint implementation is customized, and the client subsequently becomes obsessed with what the system looks like rather than what it offers functionally. It is with this in mind that I noted the SharePoint 2013 announcement on the official Microsoft SharePoint blog.
Mike Ferrara (@mikecferrara):
As I’m sure you’ve heard, on Monday Microsoft officially released the public preview for Office and SharePoint 2013. And although the NDA is still in place (super special people only), there’s a wealth of knowledge now in the public domain for consumption.
One highly touted new feature of SharePoint 2013 is the new app model that will be referred to as “apps for SharePoint.”
Tim Cermak (@timcermak): I cannot recall a time that it was clearer that companies should (and can) leverage project management and collaborative business platforms to enable a culture of accountability, predictability and process repeatability. Business trends, research and economic statistics are proving that successful organizations are benefiting from the effectiveness of project collaboration, communication and reporting across the enterprise, thus improving bottom-line performance.
Chris Wright (@scribbleagency):So SharePoint 2013 has finally been officially announced. The community is now busy downloading the files, firing up virtual machines and evaluating the product. There is lots to be learnt and all kinds of new features to be discovered. What will certainly be interesting is how quickly businesses migrate to the new platform. From my own personal experience, when SharePoint 2010 was released, many clients chose to stay with the current version for a number of months. Will SharePoint 2013 be any more tempting?
William Saville (@sharepointux):Microsoft has been taking Web Content Management (WCM) seriously since it integrated Microsoft CMS 2002 into Microsoft Office SharePoint Server (MOSS) 2007. SharePoint 2010 saw improvements to the Web CMS feature set including better content management through an improved rich-text editor, better Web Accessibility Initiative (WAI) and Web Content Accessibility Guidelines (WCAG) support as well as an improved analytics engine.
The Future of Enterprise Information Management
Lee Feigenbaum: For over a decade the Semantic Web has been maligned, misconstrued and misunderstood. It’s been overhyped by its supporters while its critics have hung the albatross of artificial intelligence around its neck. Even its successes have been understated, often coming with little fanfare and without the mindshare and hype surrounding other trends such as Web 2.0, NoSQL or Big Data.
The Employee-Led Drive for Change
Alan Pelz-Sharpe (@alanpelzsharpe): In my role at 451 Research I have had the pleasure of looking at our markets afresh, and in particular looking at what direction the emerging Social Enterprise is really going in. It’s a market that is as full of buzzwords as it is hype, with money and attention focused on this largely cloud-based world of startups and promises. But beneath the hype there are some hard truths that need to be recognized if the promise of the social enterprise is really to deliver. The biggest of which is that culture will always win out.
Be sure to check in next week when our content marketing focus gets faster and tweetier with Wednesday's Content Marketing Tweet Jam. There will be some great articles in the lead up, including the experiences of one company who made the move from outbound, cold call tactics to content marketing.
Title image courtesy of Africa Studio (Shutterstock).