Articles

Tag: content strategy

  • Hippo CMS 10 Puts the Focus on Content Performance

    Marketers trying to deliver more personalized digital experiences to their customers might be interested in Hippo’s latest announcement -- the release of Hippo CMS 10.

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  • Putting the Customer First is the Best Business Case

    Over the years, we have done a number of task identification projects for health organizations. Generally, the top task was checking symptoms. However, when we worked with Norwegian Hospitals, we found the top task was: “what happens before, during and after treatment.

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  • Experiences: The 7th Era of Marketing

    Experiences: The 7th Era of Marketing

    Avid travelers have a unique lifestyle. They’re curious. They’re adventurous. And most of all, they value the experience of travel. Marriott sells hotel rooms. Or does it? Marriott is one of just a few companies evolving its marketing focus when it comes to engaging audiences.

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  • Don't Let Your Personas Get Stuck

    Don't Let Your Personas Get Stuck

    If case you haven’t noticed, personas are a pretty big deal these days. Marketers plant relevant, engaging content throughout digital experiences on multiple channels to try and move the business forward. And that content must be relevant and individualized. But marketers face a growing challenge. Yes, yet another one.

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  • Still Sticking With Those Tried-But-True Marketing Tactics?

    Still Sticking With Those Tried-But-True Marketing Tactics?

    It wasn't too long ago that being a marketer consisted of balancing multiple communication channels to reach, understand and attract customers. And by "not too long ago," we're talking fifteen years ago.

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  • Mobile Performance Anxiety? You're Not Alone

    Mobile Performance Anxiety? You're Not Alone

    What can brands do to improve customer relationships on mobile? And why is brand engagement on mobile so important? The answer is rooted in two unavoidable realities. Customers today are mobile – an IDG Global Mobile Survey  last year found that mobile device use is now ubiquitous.

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  • The Future of SEO is Not SEO

    The Future of SEO is Not SEO

    Search engine optimization, as all traditional definitions describe it, is going to become obsolete. And the change has already begun. The Internet has always been a landgrab. It started with domain name poaching and infrastructure oligopolies. Then we moved onto gaming search engines.

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  • We Need a Measure for Customer Effort

    What the text of a particular link means to someone will be influenced by the task they are trying to complete.  Recently I watched as customers tried to find configuration information for Product X.

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  • FAQs are the Dinosaurs of Web Navigation

    The purpose of classification, navigation and search is to deal with customers’ frequently asked questions (FAQs). The concept of the FAQ simply doesn’t make sense. It’s a carryover from the early days of IT and the Web, where, essentially, designers were too inexperienced to design a proper information architecture.

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  • Pair Writing: A Revolution in Content Creation

    There is an accepted wisdom that content creation must be a solitary activity if you want quality and creativity. But this is a consequence of the content tools (pens, typewriters) that have been available. As collaborative, network-oriented content tools emerge, we will see a lot more collaboratively created content.

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  • Marketers Beware: Terrifying Pitfalls of the Viral Meme

    Marketers Beware: Terrifying Pitfalls of the Viral Meme

    Viral content has gone viral. Several people, including many of my Facebook friends, have referenced or forwarded the King of Clickbait article by Andrew Marantz in the New Yorker. It's taking off like wild fire. Yes, it's gone viral.

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  • Discussion Point: To Cross-Post or Not to Cross-Post on Social Channels

    Discussion Point: To Cross-Post or Not to Cross-Post on Social Channels

    Marketers are falling short when it comes to building real social relationships with their customers. This from the recent Forrester report, "Social Relationship Strategies That Work," which suggests that more often than not, the carefully crafted messages they post on social media essentially go off into space.

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  • The Continued Decline of the Homepage

    Google is your new homepage. Every page you have is a homepage for someone. We must think beyond the traditional homepage. “The value of the homepage is decreasing,” a leaked New York Times report stated in May 2014. “Only a third of our readers ever visit it.

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  • SEO is Killing Content Quality

    Search engine optimization (SEO) tips include website design best practices for how to get Google to rank your content higher in search engine results placement or SERP. In fact, the preceding sentence is a great example of just how cumbersome this practice has made Web-based communications.

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