Content Strategy News & Analysis
| Monday Jun 16, 2014
Simplicity should be to self-service as chocolate is to joy or sadness is to taxes. Human-to-human service (the "opposite" of self-service) is rich in flexibility, cues and empathy (unless you’re dealing with an ignorant service professional). Human interaction oils the path towards successful task completion. A self-service design must be very simple because it doesn’t have that human oil.
| Monday Jun 16, 2014
The terms "marketing automation" and "customer experience" trip off the tongue of the modern marketer with increasing frequency. But it's not always clear how the former enhances the latter.
We took that question to several marketing practitioners who were in San Francisco for last week's Innovate conference, which focused on customer experience management across all channels.
How is marketing automation changing the customer experience for your customers?
| Monday Apr 21, 2014
Online content helps businesses and brands achieve business objectives. Until relatively recently, that content was centered around websites. But how has the growth of social media changed the equation?
Ryan Skinner, senior analyst for content marketing at Forrester Research, told CMSWire that one of the biggest changes from social media is "the idea of content as conversation." He cited New York University professor of media Clay Shirky, who has noted that the ability to communicate broadly has shifted from "an instrument of power" to "an instrument for everyone."
| Thursday Feb 20, 2014
Somehow, "Content Marketing" has hit the jackpot in terms of business memes, with every marketing person tossing the term around like it's some sort of magic elixir.
But what exactly is content marketing? And how do you do it? I've cooked up a list of myths and truths of content marketing to help you wade through the hype.
| Tuesday Feb 11, 2014
Oh, one of those lists, Ahava. Really?
Wait. Just hear me out. There’s an immense amount of dialogue right now in the content creation, content marketing, content strategy, content space. Some of it is important. Some of it will sink to the bottom, hopefully washed away by the pixels of the Interwebs. But, if you’re following closely, you’ll see that best practices still rise to the top, like the proverbial cream.
| Wednesday Jan 29, 2014
It’s only the start of a new year, and already there is quite a bit of chatter about content and how it can affect the success of a business. There are debates about the continued effectiveness of content marketing as a strategy, and arguments over whether technology can actually fix anything.
But as we look at marketing -- and how the use of content plays into that -- one of the drivers we have to examine is changing the way we think of success. Rather than looking at “more engagement” -- whether it be “visitors,” “likes” or “followers” -- we should start to examine how content can be tied together to generate revenue.
| Tuesday Jan 28, 2014
The content you share with customers and potential customers makes an enormous difference in the way prospects see your business and the degree of confidence and trust they have in you, both before and after the sale. The cynics say CRM is about feeding the sales machine, and while this is important, it really sets the stage for what CRM’s really good for -- building relationships and extending the customer lifecycle. Nothing helps in doing this better than sharing knowledge that helps your customers succeed.
| Monday Jan 27, 2014
Some believe that because they are not involved in commercial websites they don’t have to prove value. That’s not true.
| Monday Jan 13, 2014
On the Web, content is an enabler.
| Thursday Dec 12, 2013
The call for relevant and quality content reached a near fever pitch in the lead up to 2013. Were the proclaimers of content right? Yes. Throughout 2013, marketers sharpened their pencils to help produce content that would set them apart from competitors and show them as leaders in their chosen field.
| 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.