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Content Strategy News & Analysis

Customer Experience: Why Audience Navigation Usually Doesn't Work

Links cause most problems when they overlap and audience based links are particularly problematic.

With Tynt Acquisition, 33Across Broadens Reach into Publishing

33across.pngCareful when hitting Ctrl-C or Cmd-C. You might just be sending identifiable user data to a server somewhere. Such technologies have their uses in brand marketing, after all, considering the amount of content that users read every day. Social ad targeting company 33Across is now looking to apply the same technology to the publishing world with its acquisition of Tynt.

Content Strategy: Don't Ditch Your FAQ Page

This is my first column of 2012 and I’m going to start the year by being controversial.

The proverbial notion within content strategy is to vehemently protest the existence of a FAQ page on a website. Further, the FAQ page is the first page abolished during a migration and redesign. There’s a certain amount of snobbishness that goes along with this advice: “Do they have a FAQ page?” Sniff, sniff. Roll of the eyes.

The New Google Analytics: Visitor Flow Report

As a follow-up to my previous article, Overview: The 'New' Google Analytics Platform, I'm providing a series of articles that dive into each of the platform's new components in more detail. For this article, I'm going to spend some time going through the Visitor Flow Report, a feature that can help you assess website engagement.

There is No Mobile. There is Only Zuul

What? Zuul? Why is this fool going Ghostbusters on us? What does Zuul the Gatekeeper who, accompanied by Vinz Clortho the Keymaster, is only loyal to Gozer the Destructor, have to do with Mobile? It’s actually quite simple.

Web Content: Tips for Writing Great Links

Start with the link, not the sentence. Often, all you need is a nice clear link. No summary text. The link should be the first thing you think about. You should only add surrounding text if absolutely necessary.

The New Rules of Marketing: Hire a Journalist

In 2007, David Meerman Scott suggested an unconventional angle to online marketers: Hire a journalist. It took about five years, but that shift is finally happening, and in some of the biggest organizations around the world. If you think your marketing strategy might need a good shakeup, read on. 

A Content Strategist's Guide to Making Lists That Don't Suck

Despite my darkest fears, the villagers never came after me with torches and pitchforks last week when my article proclaimed that “top X tips lists are beyond worthless”. The biggest criticism came from what was a completely unexpected source; an oversight on my part in the headline. I boldly proclaimed that “top 10 lists suck”, forgetting to insert the word “tips”.

DAM Lowdown: LiveOffice Acquisition, DAM Integration Apps, History of Classification

This week we tour DAM systems from Mesopotamia up through modern efforts to give us back control of our digital assets.

Web Content: The Art of Linking

Linking is the essence of the Web. Web professionals must focus primarily on links, rather than the content or technology.

Get Social, Local, Mobile at AIIM 2012 #aiim

Get Social, Local, Mobile at AIIM 2012 #aiimThis year’s AIIM conference is a who’s who of social media geeks, academics, technology wonks, journalists and information technologists. AIIM 2012 will be held in San Francisco starting March 20. Among the well-known keynotes featured are New York Times tech columnist David Pogue, Empowered Forrester Researcher Ted Schadler and author and NYU faculty member Clay Shirky, all of whom will be sharing insights about managing information in the social, local and mobile era.

Agility CMS Announces Broadcast Solution

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Agility Broadcast Solution is an out-of-the-box, customizable website for broadcasters in the media and entertainment industries. Agility CMS lets users manage content across digital channels, including websites, mobile apps and social media pages from one interface.

2012 Will Elevate the Experience in Customer Experience Management [SPONSORED]

Sponsored ArticleIn 2011, we saw the category of Customer Experience Management  (CXM) enter the scene. No longer was the web only about information sharing; we watched it explode to include an intricate set of social connections and mobile apps.

In 2012, we will likely see Customer Experience Management evolve into a deeper and more sophisticated engagement with any user engaging the riveting technology advancements in the online world of social, mobile or web apps.

Social media may have started out as a place for people to connect, converse and collaborate, but for the savvy marketer, it quickly evolved into an untapped treasure trove of potential customers.

For the enterprise, social media offers an even bigger opportunity in 2012 as it makes its way into productivity applications where users will desire the same friendly, accessible interface in their daily tasks. The experience for the savvy business user will look to social media as a common ground.

Why shouldn’t an employee’s training certifications be as easy to identify as their hobbies on Facebook? With advancements in gamification and leaderboards, healthy competition for stickers, badges and awards could find their way into the workplace.

2011 also saw the emergence of "B.Y.O.D" -- IT had to make a decision on which devices they would support. Just as social media is more than a marketing channel (it is becoming a way of life), mobile goes beyond the apps.

Marketers who dipped their toe into the mobile waters in 2011, will continue be able to take advantage of the "always on" customer in 2012. Mobile marketing has an opportunity to expand into value-add apps that prove both productive and engaging for all information seekers – on any screen, anytime, anywhere.

Companies like Emergency Medicine Physicians (EMP) have modified the user experience to provide one-click access to popular content across many different mobile devices. EMP measures the length of time each doctor spends on the site as an increase in productivity. Doctors can tailor their one pane of glass to include their favorite "apps" and the browser and mobile experience are transparent. EMP’s goal was to simplify for empowerment.

If this resonates with you, check out the EMP case study here.

2012 offers a multi-channel experience that engages each user to his or her fullest potential. Success in Customer Experience Management depends on the ability of the organization to place a sophisticated understanding of the customer at the heart of every business interaction.

Stay tuned here as the story evolves.

Customer Experience: The Greatest Period in Human History

The Internet is helping us move towards a more educated, prosperous, healthy and wealthy world.

The New Google Analytics: Using Multi-Channel Funnels

As a follow-up to my article a few weeks ago, Overview: The 'New' Google Analytics Platform, I'm going to provide a series of articles that dive into each one of the new components in more detail. For this article, I'm going to spend some time going through a very cool new feature: Multi-Channel Funnels.

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