Content Strategy News & Analysis
| 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.
| 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.