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Content Strategy News & Analysis

Content Gardens: The Content Lifecycle

shutterstock_72539902.jpg Content management is like having a garden. Everyone appreciates a beautiful garden, but few want to toil in the heat that makes it all possible.

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.

The Psychology of Personalization: Needs, Wants and Influence

Recently, we told you that half of digital marketers believe the ability to personalize web content is fundamental to their online strategy. This Econsultancy report highlighted four steps to perfect personalization: seek consent, gain control, earn trust and deliver incentives to the targeted audience.

According to a white paper by Baynote, these steps speak to the psychology of needs, which drive all of our behaviors, including the relationships we cultivate and the objects we consume.

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.

Customer Experience: Content is an Enabler

Yahoo, which has traditionally been seen as a content company, has just hired Marissa Mayer, a product person to run it.

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.

Digital Intelligence: The Backbone of Customer Experience Management

The digital marketing world was all abuzz when Forrester Research made the bold statement that web content management was now part of a larger category they dubbed Customer Experience Management (CXM). The logic was reasonably clear -- it is difficult to manage content in the absence of really understanding the customer.

Welcome to the Content Marketing Olympics

Successful content marketing has been likened to running a marathon and not a sprint. Creating good content that targets the right audience doesn’t happen overnight, but requires continuous training and development. As such, we’re taking a cue from the Summer Olympics and are introducing eight key content marketing events for which you should be actively training in order to achieve Olympic level success. Go for the Gold!

Google Analytics Content Experiments Open to All

Google Analytics Content Experiments is now open to all Google Analytics users, and the free tool can be found under the Content section of the Standard Reporting page.

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.

Customer Experience: Reduce Customer Effort

Words such as "loyalty", "engagement", "community", and "experience" describe a largely false relationship between customers and organizations.

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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Christmas In July: Optimizing Your Website for the Holiday Rush

shutterstock_87693331.jpg 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.

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