Articles

Tag: content strategy (page 5)

  • Netflix and Disney, Happily Ever After?

    Netflix and Disney, Happily Ever After?

    It's just over four years since Netflix's qwikster goof.  People cancelled subscriptions, the Internet lit up with eulogies and pre-obituaries that pilloried CEO Reed Hastings and Netflix over what was perceived as a fatal arrogance.

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  • The Benefits of a Single Task-Driven Navigation

    A single, unified navigation is generally the best option for a website or app. The answer to complexity is simplicity. And the number one principle of simplicity is the removal off all things that are not absolutely necessary. The natural impulse is to add and to complicate.

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  • Estimate, Shock, Repeat: Gaining Consensus on Big Digital Change

    Estimate, Shock, Repeat: Gaining Consensus on Big Digital Change

    Getting agreement on a decision like a big web presence change can be tough. Actually, scratch that. The problem is slightly different: getting people to think they agree can be simple, but having them understand what they are agreeing to (including the implications) is more of a challenge.

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  • Discussion Point: What's on Your 2016 Digital Radar?

    Discussion Point: What's on Your 2016 Digital Radar?

    BOSTON -- What's on the minds of attendees at the Gilbane Conference at the Fairmont Copley Hotel this week?  Content. What to do with it. Determining who's reading it. How to analyze it. How to make it relevant. What technologies to use to push it. When enough is enough.

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  • Good Government Makes Things Simple and Transparent

    When government is working it makes things simple. Good government takes as little money and time from people as possible while maximizing the quality of the services it delivers. Government and politicians are facing a crisis of trust and legitimacy.

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  • A Framework to Evaluate New Channels like Periscope

    A Framework to Evaluate New Channels like Periscope

    Digital marketers in the room, raise your hands if you’re tired. For every Facebook, LinkedIn and YouTube, there’s also a Google plus, Ello and potentially a Twitter. How do you decide what makes the most sense for your audiences, your executives and your brand? Loren McDonald and I recently presented

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  • 7 Taxonomy Best Practices

    7 Taxonomy Best Practices

    Applying a well-planned taxonomy to your content can transform how you communicate with your customers, organize your information, and provide immense return on investment through improved content discovery, online marketing, customer self-service and commerce.

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  • Get Smart About Intelligent Content

    Get Smart About Intelligent Content

    Intelligent, or structured, content is nothing new. We’ve been talking about it for years, particularly in relation to creating and storing technical documentation. But intelligent content’s importance has grown well past the management of technical documents.

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  • Poor Sales Enablement Will Get Your Content Manager Fired

    Poor Sales Enablement Will Get Your Content Manager Fired

    Have you ever seen your content manager at work? He or she is hunched over the keyboard, pounding out your latest great content piece, or on the phone cajoling a freelancer to get something turned in that’s overdue.

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  • Reaching Your Customers on the Mobile Web

    Reaching Your Customers on the Mobile Web

    Walk down any busy street and you’ll see it — mobile usage is on the rise.

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  • Design Minimally Viable Interactions

    The most elegant interaction is so minimal it is almost invisible. I heard Derek Featherstone, web and mobile accessibility lead at Simply Accessible, give a very insightful presentation at An Event Apart in Washington, DC where he talked about a minimally viable interaction.

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  • One-Off SEO Tools to the Rescue?

    One-Off SEO Tools to the Rescue?

    Just the other day, I read a tweet from a teenage entrepreneur decrying how SEO is a waste of time.

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  • Simplify the Content Editing and Approval Process

    Simplify the Content Editing and Approval Process

    I started my career in content at an executive recruiting firm, where I wrote and edited 200 bios for the associates (we weren’t allowed to call them recruiters). I only had to have that person — the one I had written the bio about — approve what I had written.

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  • Forget the News, I'm on Facebook

    Forget the News, I'm on Facebook

    Uh oh, online news providers: It looks like you're losing the fight for customer satisfaction. Perhaps even worse, you're losing it to social media — a category that one year ago ranked worst among the industries measured by American Customer Satisfaction Index (ACSI).

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