Content Strategy News & Analysis
| Tuesday Dec 10, 2013
Content marketing is never as easy as it sounds. First you have to identify your key audiences, messages and platforms. Then you have to create the content. A new report sheds light on the challenges marketers face when it comes to creating unique content experiences.
| Monday Dec 9, 2013
A key difference between web writing and writing for print is that on the Web you need to avoid context and instead focus on instructional, how-to, task-based content.
| Friday Dec 6, 2013
Social media was once considered a free medium where brands could organically build their networks of fans and followers. But it has become a competitive marketplace where sponsored content reigns supreme. Will it pay off?
| Thursday Dec 5, 2013
My wish is that businesses start breaking down siloes and sharing information across departments. Content is a shared asset and we can only bubble up robust content experiences for our customers when we treat it that way. -- Ahava Leibtag, president of Aha Media Group, LLC
Title image by Amodiovalerio Verde (Flickr).
| Monday Dec 2, 2013
When dealing with a large, complex, old and out-of-date website, a content audit can be a waste of time and money.
| Monday Nov 25, 2013
Great web teams facilitate collaboration between disciplines and across organizational silos.
| Wednesday Nov 20, 2013
| Tuesday Nov 12, 2013
As a result of focusing on people’s top tasks (what people really need) and helping them do what they needed to do as quickly and easily as possible, the Norwegian Cancer Society has seen a:
- 70 percent increase in one-time donations
- 88 percent increase in monthly donors registered
- 164 percent increase in members registered
- 348 percent increase in incoming links
- 80 percent increase in visitors
| Saturday Nov 2, 2013
Another month has come to a close. The holiday season -- and all the rushing around that comes with it -- will soon be upon us. So while you are still able to relax, why not take some time for yourself to catch up on our featured articles? This week, we talked about what a strong content governance plan provides content strategy. We took another look at defining social business and found out about the potential the Internet of Things has for collaboration.
| Monday Oct 28, 2013
Think about some of the systems you have in place in your own life -- you probably don’t think of most of them as “systems.” For example -- dental care. You brush your teeth twice a day, floss once a day and visit the dentist twice a year. Why? Because dentists have done an excellent job of educating people about oral hygiene.
Content governance provides content creators the same structure and guidelines, to help with consistent messaging.
| Friday Oct 11, 2013
How do B2B marketers create the right content for their audience? What's the best social channel mix to reach audiences? Which metrics should social media marketers be measuring rather than "likes"? We turned to Lithium's Director of Content Strategy, Bonnie Thomas, for some answers.
| Wednesday Sep 18, 2013
I have a confession to make. I suffer from Customer Attention Deficit Disorder. I use multiple screens, devices and resources to make online buying decisions. Often, I load up my online shopping cart and then abandon the checkout process, either because I get distracted by something else or want to think about my decision to buy a little longer. The brands I interact with that understand my condition, email me and remind me that I left items in my cart or their site's cookies show related items in my Facebook feed. The brands that don't understand my condition don't follow up. Maybe these savvy brands are just enabling me, but according to Michael Brito, they have morphed their brand into the next media company.
| Tuesday Sep 17, 2013
We know that video plays an important part of one's content strategy. Now that a variety of social media platforms have made it easier to create, upload and share video, measuring the performance or impact of this unique content is bring new challenges to marketers and advertisers. Today, BrandAds has launched a new video analytics solution, BrandAds Bridge, designed to let media buyers see how their in-stream campaigns are performing across different media vendors and devices in one unified real-time dashboard.
| Monday Sep 16, 2013
The more transparent you are with customers the more likely they are to do business with you.
| Tuesday Sep 10, 2013
A successful content marketing strategy accounts for where content will ultimately be published. To effectively gauge how content will perform, it's essential that you understand how it measures up against your competitors as well as leaders in your industry. After all, there's a big difference between publishing a blog post to a website with a limited reach and publishing an article to a prominent, well-read website with a large audience. Even if you use popular keywords and write strategically about relevant topics, if you're not factoring in the reality of your website's influence, you may be setting your web content up for failure.