Content Strategy News & Articles

The Web is not just another medium, another channel. More than anything it is another culture, another way of living and thinking.

The next time you bemoan email, think about how you’re sharing information.  The New York Times Customer Insight and Advertising Groups, in an attempt to help marketers better understand how its readers share information found that, despite a plethora of social sharing tools, email is still the most popular sharing tool.

What are you favorite brands? What is it about those brands that make you love them? For as long as I could remember, I have always loved the brand Nike. For me, it was a combination of the quality of the sneakers they produced, and the marketing messaging the company used throughout the years. The sneakers in of themselves were excellent -- they felt good to wear. But a lot of sneakers felt “good to wear,” so what was different about Nike? It was the brand messaging; the brand “made me feel good.” I felt like I was a part of something big, and Nike understood how I felt and what I needed. Customer engagement management is all about that last part, the “understood how I felt and what I needed.”

The Web reflects the return to dominance of the written word.

Needing to effectively sell your content strategy to the high-level executives within your company? These three simple ways will help you to achieve just that.

In part four of this series (see part 1, part 2 and part 3) I look at the process of eliminating duplicate items from the list of top website tasks.

The first step in top task management is carrying out a task situation analysis in order to understand the whole range of customer tasks that exist. I call this list of customer tasks the Longlist, and discussed longlist information sources last week. The next step is managing your task list.

While social media as we know has been around for a number of years, it’s only been a few since companies considered it part of its communications and marketing strategy, and even fewer since many actually started integrating social media and tracking its impact on engagement. Yet, it’s never too late to learn from our mistakes.

The first step in top task management is carrying out a task situation analysis in order to understand the whole range of customer tasks that exist. I call this list of customer tasks the 'Longlist.'

How do you measure the value of your website? You identify your customers' top tasks. Then you measure whether they are able to complete these tasks quickly.

While CMSWire and others have been talking about content curation for a while, it has increasingly been coming up in the context of its use as a necessary component of the future of journalism.

Startups have nothing but an uphill battle when it comes to raising awareness in the market. A smart public relations campaign can go a long way, but many new companies have a poor grasp of the PR basics.

Luckily, the conversations about content strategy are always varied and interesting. I’ve noticed that lately many of them are about governance and its importance to content success. However, most of these conversations are missing two major elements:

1. They loosely, or even worse (!) vaguely define governance
2. No clear, practical rules for success are given (and no, recommending an editorial workflow and style guide does not count).

I thought I would take a stab at it.

Some web teams lack an ability to prioritize and focus. As a result, they create big, sprawling, out-of-date websites.

Google (news, site) is fiercely protective of its search business. While Facebook, with its social media supremacy, perpetually looms over the horizon as a potential arch-nemesis, Google is continuing to add features that make search more social. The big G has just rolled out social search to more languages and locales.